5,000+ Yoga Leads and €25,000+ in Revenue From Meta Ads in Europe
Shamanic Yoga, an Austrian online yoga coaching brand, had a loyal organic following and no paid channel. We built one on Meta that brought in more than 5,000 qualified leads and over €25,000 in course revenue. This case study walks through that funnel and what we would do again.
- 5,000+qualified leads
- €25,000+course revenue
- $15cost per lead
- 90 daystime to results
The Brief
Shamanic Yoga teaches transformational yoga courses rooted in shamanic spiritual practice, sold online to students across Europe. The audience was there. The founder, Lilith Moon, had a dedicated organic following.
What was missing was a channel she could control. Course launches depended on how big the email list was that month and how well Instagram posts happened to land. Good months and quiet months came and went with the content, not with any plan.
The goal: a paid system on Meta that brings in qualified students consistently, so each launch starts with a full room instead of a hope.
- Client
- Shamanic Yoga
- Founder
- Lilith Moon
- Industry
- Online yoga coaching and courses
- Country
- Austria, selling across Europe
- Channel
- Meta Ads (Facebook and Instagram)
- Services
- Meta Ads management, lead generation
- Time to results
- 90 days
Revenue That Rose and Fell With the Content
Most course creators we meet live on tides. A launch goes out, sales spike, then it goes quiet until the next one. The size of each wave is set by things you cannot fully control.
The list set the ceiling
Each launch could only sell to the people already on the email list. A smaller list meant a smaller launch, whatever the course was worth.
Instagram set the mood
Organic reach rises and falls with the algorithm. A post that lands fills the list. A post that does not leaves it flat.
No dial to turn
Without paid ads there was no lever to pull when a launch needed more students. That is the gap we were brought in to close.
How We Approached It: Six Modules, One Lunar Cycle
This is how we build a Meta Ads student funnel for a coaching brand, taught in the order we do it. It describes the method, not a log of every change in the account.
- New moon
Set the intention: one offer, one number
Before any ad, we agree what a lead is worth. For a course that means a free entry point (a lesson, a short class, a workshop) and a target cost per lead worked back from the course price.
- One entry offer per campaign, not three
- A written definition of a qualified lead
- Target cost per lead from price and buy rate
Rule of thumb: max cost per lead = course price x share of leads who buy x share of revenue you are happy to spend on ads. - Waxing crescent
Tracking that sees the whole journey
Meta can only find more students if it knows who signed up and who bought. Course platforms often sit on a different domain, which is where tracking quietly breaks.
- Pixel plus Conversions API, events deduplicated
- Lead and purchase events checked end to end
- UTMs carried through to the course checkout
Check: place a test sign-up and a test purchase yourself, then find both in Events Manager. - First quarter
Creative that feels like the practice
For spiritual and wellness offers, polished studio ads tend to lose to the teacher on camera. People are buying a guide, so we let them meet one.
- Teacher-to-camera stories and short practice clips
- Student words used in the hook, not ours
- 3 to 5 concepts tested at once on broad audiences
Policy note: Meta rejects copy that implies a personal condition, like “Feeling anxious?”. Speak to the practice, not the person’s state. - Waxing gibbous
Qualify, then nurture by email
Cheap leads are easy. Leads who show up to class are the point. We add a little friction on purpose and send every sign-up straight into a welcome sequence.
- Instant form with one qualifying question
- Leads synced to email within minutes
- Welcome emails: teacher story, first practice, who the course is for
Why: a lead who hears from you in minutes remembers signing up. A lead who hears in three days often does not. - Full moon
Open enrolment with a reason to join now
When the course opens, spend moves to warm people: video viewers, sign-ups, class attendees. The message changes from “come and try” to “doors close on this date”.
- Retargeting with student proof and a clear start date
- Budget shifted to the warm audiences that buy
- Frequency watched so warm people are not burned out
Rule of thumb: a real deadline beats a discount for most course launches. - Waning moon
Rest, review, and keep the channel open
After a launch we keep what worked running at a lower budget, so the list keeps growing between cohorts instead of starting from zero next time.
- Winning ads kept on as an always-on lead campaign
- Buyer lists fed back as seed audiences
- Tired creative retired, new concepts queued
The shift: paid ads stop being a launch tactic and become the channel that sets the size of the next launch.
Before & After EmergingAds
The first paid acquisition channel Shamanic Yoga had ever run, and a profitable one.
Before
- No paid advertising set up
- Launch size tied to email list size
- Reach tied to Instagram engagement
- Revenue in peaks and valleys
After
- 5,000+ qualified leads
- €25,000+ in course revenue
- $15 cost per lead
- A scalable acquisition channel, with results inside 90 days
“EmergingAds helped me generate qualified leads for my Online Yoga Coaching Business consistently.”
Notes to Take Into Your Next Launch
If you sell a course, a membership or a coaching programme, these are the parts of this case that travel.
Build the channel before you need it
Ads switched on the week of a launch are learning while you are selling. Start the lead campaign weeks before, so the list is full when doors open.
Price a lead from the back end
A $15 lead is cheap or expensive depending on what a student is worth to you. Know your course price and how many leads buy, then set the ceiling.
Let your teaching be the ad
A real class clip or a few honest sentences to camera usually beats a designed graphic for coaching offers. Your voice is the product, so lead with it.
Do not switch off after the launch
Keep a small always-on campaign running between cohorts. It is the difference between starting the next launch at zero and starting it with a warm list.
The Services and Stories Behind This Result
Questions About This Yoga Meta Ads Case Study
Do Meta Ads work for selling online yoga courses?
They can, when the ads lead to a free first step rather than straight to a checkout. For Shamanic Yoga, Meta Ads brought in more than 5,000 qualified leads and over €25,000 in course revenue. Most people want to try a class or meet the teacher before they buy a course, so the funnel is built around that.
What is a good cost per lead for a coaching or course business?
There is no single number. It depends on your course price and how many leads go on to buy. Shamanic Yoga’s cost per lead was $15. Work backwards: course price, times the share of leads who buy, times the share of revenue you are willing to spend on ads. That gives you a ceiling to judge any campaign against.
Should a course creator use instant forms or a landing page?
Instant forms usually bring more leads at a lower cost because people never leave Facebook or Instagram. The trade-off is lower intent. We often start with an instant form plus one qualifying question, send every lead into email straight away, and judge the campaign by class attendance and sales, not form fills.
Are there Meta ad rules for spiritual and wellness offers?
Yes. Meta does not allow ads that imply someone’s personal condition, such as “Struggling with anxiety?”, and it is strict about health claims. Talk about the practice, the teacher and what a class involves, not about what is wrong with the viewer.
How long does it take to see results from a course funnel on Meta?
Shamanic Yoga’s case lists 90 days to results. In general, plan for a few weeks of testing creative and audiences before you scale. That is part of why we work on a 3-month minimum, then month to month.
Ready to Build Your Own Success Story?
Book a free ad audit. We will look at your offer, your funnel and your numbers, and map out what a properly built Meta Ads system could do for your next launch.