Open house replay
Watch the Get Paid Marketing Open House
Speed up the video with the mini-gear on the right.
New buyers between launches. Ads you can actually scale. And someone guiding you who's done this before.
A 12-month mastermind for business owners who keep selling to the same list, have tried ads (or are ready to), and want to know what those ads are bringing in.
Book your sales callBook by Monday, November 2 at 11:59pm Pacific, and if you join, you also get a 1:1, 60-minute done-with-you funnel build with me.
About 160 people have applied to my mastermind since 2022.
They're good at what they do. Most are past $200,000 a year. Some are past $1,000,000. They sell a signature program people love, usually somewhere between $400 and $3,000.
And when I asked my list this month how their ads went, I got answers like these:
Ask about their launches, their revenue and their team, and the answers are oh so familiar.
Revenue that slipped instead of growing. Live launches a few times a year, to the same list, and they're wearing people out. A team (an ops person, a VA, sometimes an ads manager) and the question of whether growth is profitable plaguing the CEO day in and day out.
Plus a full life on top of it! Kids, aging parents, a health thing (perimenopause BLOWS.)
Most of them can afford to spend on ads. But the leads those ads are bringing in just aren't buying. And you can only pay for leads who don't buy for so long.
One applicant gave me all the details:
Her conclusion? "Ads don't work for my business."
If you're here, you're probably hoping that ⬆️ isn't true, but you don't know how to make them work either.
The on-again, off-again ads habit
231 paid leads and 1 sale is a conversion problem. But for her, it wasn't so clear! "Isn't it possible the leads from ads were just the wrong people?" She was ready to give up on ads altogether.
It's the pattern almost every mastermind client describes. Launch live to your warm list a few times a year. Between launches, if there's bandwidth, run ads to a freebie and watch the cost per lead.
When there's a bad month, Meta changes something, or life gets full, shut them off. Months later, toggle them back on or start a brand new campaign from scratch.
This on-again-off-again habit half-works . . . that's what makes it so sticky. The launches still bring in money, the ads bring in some leads, and nothing's on fire.
But it costs you twice.
First, every stop and start throws the campaign back into Meta's learning phase. So you never find out how it really converts, or how far it could go.
Second, the decision usually gets made based on the wrong number. Cost per lead is the number most people kill campaigns over. It's also the number furthest from whether you made money.
When profit's off, people blame the ad. But the leak is almost always further down: the leads came in and didn't buy. The fix might be a different front-end offer, or a different message at the top of the funnel.
Telling those apart requires understanding several numbers, read together, over more than just a week or two. And all of that decision making lands on just one person.
One data-driven decision taught me an EXPENSIVE lesson
Rewind a gazillion years to May of 2014. I was the ads and data person at LKR Social Media, Laura Roeder's company. It was my first real full-time job after freelancing, Americorps, and teaching English in Buenos Aires.
We had two list-building campaigns running. Both sent people to a pre-recorded training that pitched the membership, and both were bringing in new members.
My boss said they were going well, so let's increase the spend. Look at both and decide where the money goes.
One campaign had a better cost per lead. The other one's was higher. Not a huge amount, just high enough to be able to see a clear difference.
I decided to put the money behind the cheaper leads.
Within 72 hours, Laura fired me on a Skype call.
Here's what she saw that I didn't. The campaign with the pricier leads was bringing in a lot more revenue for what we were spending. It was clearly the more profitable one, and I'd just put the budget behind the other.
One month earlier, I'd gotten a terrific annual review.
But that poor decision confirmed for my boss that I didn't have the marketing analyst brain that she needed as she pivoted to a SaaS product.
I was absolutely humiliated. I was building a business on the side as an ads expert, and I got fired for an ads mistake!!
From that day on, I've judged ads by profit, revenue and return on ad spend.
You'd think I'd never make that mistake again...
I had an ad running to an evergreen webinar funnel for a long time, because it had the cheapest cost per lead I'd ever seen since 2020.
I had a feeling that the "baby on my hip" video ads were attracting people looking for a solution that was easy as fuck.
But to save time, I ran that same ad to my weekly live webinar. Tons of signups.
Those leads didn't show up, and they definitely didn't buy!
So I turned it off, made dramatically different ads, and reworked the webinar around who was actually buying. My first four weeks in June, against three weeks in August:
| Metric | June | August |
|---|---|---|
| Cost per lead | $14.51 | $27.35 |
| Live conversion | 1.7% | 8.3% |
In June, I spent $569 more on ads than I earned from the sales. In August, I made $3,934 more than I spent.
Then I re-read four years of applications, and the same story kept showing up from the other side.
You're doing a job you were never trained to do
Ads aren't a task to hire out. They're a seat on your leadership team, and right now you're filling it by default.
You already have people handling tasks. Maybe an ads manager. A VA schedules emails. An ads course you're working through yourself.
Each of them handles a task. The question of whether your ads + funnels are profitable always lands on you, between launches, on top of everything else on your plate!
And when you make the decisions alone, there's nobody to check it against. ChatGPT will agree with whatever you already think. (So kind of the robots, don't you think?)
When it comes to paid traffic, you've been covering a leadership seat part-time, with half the data. Anyone sitting there would've gotten the results you've been getting.
The seat
Meet your Chief Scaling Officer
I call that seat the Chief Scaling Officer. (Yup, that's a made up title. 😆) It owns your ads, your funnels and every decision about what you'll spend to get a customer. And it answers one question:
Are my ads bringing in buyers profitably, and if not, where's the leak?
The seat comes down to four decisions:
- What a customer is worth to your business.
- The most you'll pay to get one.
- When to spend more.
- When to stop or lower your spend and fix the funnel.
Make those four calls well, and "is this working?" finally has an answer.
And when decision 4 says fix the funnel, the fix is often the front-end offer or the message at the top of it. That's why GPM covers both.
Gina Knox had a rule she'd made for herself:
"I cannot spend more than $2,000 to $3,000 a week, or my total cash goes down."
She'd tried ramping from $2,000 to $5,000 a week, and both her profit percentage and her number of buyers dropped. So she stayed under the line.
Then she looked at the cash instead of the percentage. A smaller percentage of a bigger spend was more money in her pocket. So she kept increasing her spend. Here's 2026 so far, January 1 through October 25:
Same funnel. She just stopped letting the percentage make the call.
Hey, I'm Claire Pelletreau.
I've been running Facebook and Instagram ads since 2014.
For years I managed ad accounts for 7- and 8-figure online businesses. I was the one in the seat. Laura Belgray got a 711% ROI on her ads. Jasmine Star got 400%.
In my own business, launches of $50,000 to $250,000 are normal, and my ads have returned at least 5X year after year.
What a customer's worth. The most to pay for one. When to spend more, and when to stop and fix the funnel. Those are quick calls for me now. Twelve years of making them over and over will do that.
I stopped running ads for clients in 2020 so I could focus on helping business owners and their teams make those calls themselves, with me and my coaches beside them every week.
(I'm also the person who'll tell you on a call that your $37 product probably won't become a multi-six-figure funnel. Lovingly. Transparency is kind of my whole thing.)
Introducing
Get Paid Marketing: a Chief Scaling Officer's judgment, no equity required
GPM puts a Chief Scaling Officer's judgment on your leadership team for 12 months, without equity, profit share or a percentage of your ad spend.
It's an application-based mastermind. For 12 months you get two live group calls with me every week, and a dedicated Copy & Messaging Coach who gives you feedback and five custom Loom reviews of your actual assets every month.
My coaches and I sit in the Chief Scaling Officer seat with you. We make the four decisions with you, using your real numbers. And you leave knowing how to hold that seat yourself.
You bring your numbers. We help you make the calls.
When Cathy Mazak first joined GPM, her ad leads weren't buying.
So she created a low-ticket offer with my Workshop Magic method. With her list, it worked. It started turning into sales of Navigate, her $2,400 signature program. Consistently.
Once she had more than a year of data, 60% of her Navigate buyers had bought that low-ticket offer first.
Ads were a different story. Running ads straight to the offer never got close to breakeven. And the people who bought from those ads weren't moving on to Navigate anyway.
So we tweaked it. We added a webinar to sell the offer, and I had her add a few things to that webinar. She grumbled. (She thought they were overkill for a low-ticket offer.)
She added them anyway.
The leads for that webinar cost twice her normal cost per lead. Most people would've shut it off.
50% of the people who showed up live bought the offer.
A lot of them had been on her list for years. They'd seen that offer more than 10 times and never bought, until that webinar.
That's what trial and error looks like when you read ALL the numbers. (And when you add the things you're sure are overkill.)
What it looks like when your Chief Scaling Officer does her job
Picture a Thursday a few months from now. Your ops person drops the week's numbers into Slack. Cost per lead jumped.
You leave the campaign alone, because cost per purchase held and two people from your front end just booked calls for your signature program.
That's the seat doing its job. Here's what it gets you:
- Know what a lead and a buyer are worth before you judge a single ad, so "is it working?" finally has an answer.
- Find out whether the leak is lead cost or conversion before you touch the ad, so you fix the part that's broken (and quit rewriting ads that were fine).
- Read a bad week against the trend, so a dip or a Meta change doesn't send you back to a brand new campaign from scratch.
- Hold campaigns long enough to get through the learning phase, so you find out how far one can actually scale.
- Sharpen the message at the top of your funnel, so more of the people opting in are people who'll buy your signature program.
- Bring one question to a call and leave with the call made, so decisions stop piling up between launches.
- Get feedback on your actual ads, pages and numbers, so the advice fits your business and your offer.
- Decide when a campaign has earned more budget, and how much, with a number and a reason behind it.
- Build a front end that brings in new buyers between launches, so your list grows with people who've never heard you pitch, and your next launch goes to more of them (plus a few long-time fence-sitters who finally buy).
Real Client Results
Allison Boyle's evergreen funnel was bringing in sales while she was off hiking. Then Apple changed things, her results tanked, and she was spending $15,000 to $20,000 a month just to stay afloat.
In GPM she rebuilt the funnel from scratch, with us checking each piece: a new webinar, a new strategy and brand new ads. She recorded the webinar once and put it out there. It worked right away.
Over 12 months, it brought in $110,000 in revenue on $50,000 in ad spend, from cold traffic, with no launches.
Dielle came into GPM to redo her evergreen funnel and add paid traffic to her launches. She'd gotten to a million dollars in revenue without paid traffic, and knew it was time to grow differently.
She rewrote her webinar and email sequence for cold traffic. In four months she made $40,000 directly from her evergreen funnel.
In the two launches that followed, she picked up eight more sales worth $20,000 from funnel leads. She also launched a new offer, spending $18,000 in ads and making $50,000.
What's Included
What's inside GPM
Two live calls with me every week, for 12 months.
One 2-hour call and one 1-hour call, on Tuesdays and Thursdays. Bring your numbers, your ads and your funnel, and leave with the call made. This is where we make the four decisions with you. Every call goes into a private podcast, so you can catch up on anything you miss.
A dedicated Copy & Messaging Coach, with 5 custom Loom reviews a month.
Personalized feedback and direct answers on your ads, webinar, emails and sales page, plus video walk-throughs of your real assets, so your message moves a cold buyer toward yes.
The front-end funnel framework.
Testing topics, the webinar framework and copy support, so you can build a front-end offer that brings in new buyers between launches. You build it. We check each piece.
My paid traffic strategy and ad frameworks.
How I set up, test and scale campaigns, so you or your team know what to watch and when to act. Absolute FB Ads is included.
Up to 2 extra months.
GPM officially starts January 4, 2027, and you get in the day you enroll. That means the curriculum portal, the twice-a-week calls, feedback on your assets and help with your ads, starting that day.
You start making the four decisions in November and December and walk into January with your numbers already in front of you. Your 12 months start on January 4.
A 1:1, 60-minute done-with-you funnel build with me.
For people who book their sales call by Monday, November 2 at 11:59pm Pacific, and join.
We can build out the content of your entire webinar, your sales page, aaaaalllllll your launch emails, or any other piece of your funnel you want help with.
"Super specific and just so mind blowing and amazing. After messaging support from one of the GPM coaches, I tested my new masterclass and we created a fire sales page. That is the best sales page I have ever had in my entire life; every word was exactly what people were thinking and feeling and we just got so much more specific."
"Just from writing that welcome sequence and working on selling my products in emails, I increased my sales 31%. My course revenues increased 36%. My sales page conversion rate went from 1% to 6.5% on my evergreen cold traffic funnel."
Everything you get in Get Paid Marketing
| What you get | Value |
|---|---|
| Front-end funnel coaching and framework (two live calls a week for 12 months, testing topics, webinar framework, copy support) | $15,000 |
| Paid traffic strategy and ad frameworks, including Absolute FB Ads | $7,500 |
| Copy & Messaging Coach (personalized feedback and direct answers, plus 5 custom Loom reviews a month) | $15,000 |
| Bonus: up to 2 extra months before the January 4 start | $2,500 |
| Bonus: 1:1, 60-minute funnel build with me (book your sales call by November 2, 11:59pm Pacific) | $950 |
| Total value | $40,950 |
"I've done $85,000 just in the coaching program, which is really cool! That means, since the start of the year, I've reached over a hundred thousand dollars in my coaching business. GPM has saved me tremendously. If I had gone with another ad agency and spent $3,500 a month, I would've been spending over $40,000 a year."
Your investment
Your investment for the full 12 months is $15,000 in one payment. Or you can spread it out over 6 payments of $2,700 ($16,200 total).
That's one fixed fee, with no equity, profit share or percentage of your ad spend.
That works out to $1,250 a month. Christa's math on the agency route was $3,500 a month, and an agency runs the account without teaching anyone in your business to make the calls.
Everyone interested in GPM starts with a call, so we can look at your business together before you spend a dollar. If it isn't the right fit, we'll tell you.
The Straight Answer Promise
Before you join, we look at your offers, your numbers and your launches together. If GPM isn't the right fit for where your business is, we'll tell you on that call.
That's also why refunds aren't available once you've joined. We make sure it's a fit before you pay.
Book by November 2 for a 1:1 funnel build
Enrollment for GPM opens Monday, October 26, and sales calls for this round are open until Friday, November 6.
GPM officially starts January 4, 2027. You get in the day you enroll, which means up to 2 extra months of calls, feedback and help with your ads before your 12 months begin.
Book by Monday, November 2 at 11:59pm Pacific, and if you join, you also get a 1:1, 60-minute done-with-you funnel build with me.
Want to see how GPM works first? Come to the open house on Monday, November 2 at 1pm ET on Zoom: clairepells.com/gpm
Questions You Might Have
About ads
I've already tried ads. More than once. Why would this time be any different?
I've never run ads at all. Is that OK?
My audience is pretty niche. Is it too small for ads?
Can't I just hire an ads manager?
Do you run my ads for me?
About fit
I've paid for a big program before and they didn't understand my business. How do I know this one will?
Do I have to stop launching?
Can my ops manager or marketing person come to the calls?
About logistics
What if I can't make every call?
How do payments work?
When does GPM start?
Jennie joined GPM feeling like it might be her last year in business. She'd made $480,000 the year before but hadn't paid herself. The business wasn't profitable and she was ready to walk away.
She raised her price from $3,000 to $9,000 and ran a last chance sale that brought in over $300,000. Then she tweaked that funnel for the new price. We tightened her messaging, simplified her webinar and dialed in her ad strategy.
Her total: $369,000 in revenue, with less than $10,000 spent on ads.
Two ways the next 12 months can go
Another launch to the same list in a few months. A good one, maybe. Then the scramble to plan the next.
Ads switched on when there's time and off when a month goes sideways. Judged on cost per lead, and blamed for leaks further down the funnel.
And the question of whether growth is profitable keeps landing on you, late at night, between everything else.
You know what a customer's worth, and the most you'll pay to get one. You know when to spend more, and when to stop and fix the funnel.
You have a front end that brings in new buyers between launches. And you make those calls with people who make them every week, sitting in the seat with you.
Ads are a seat on your leadership team. GPM puts a Chief Scaling Officer's judgment in it for the next 12 months, right beside you, until you can hold it yourself.
I'd love to look at your business with you. Book your sales call by Monday, November 2 at 11:59pm Pacific for the 1:1 funnel build with me. The last day to book is Friday, November 6. Whenever you enroll, you're in that day, up to 2 months before our official start on January 4.
Talk soon,
Claire
P.S. Want to see how GPM works before you book? Come to the open house on Monday, November 2 at 1pm ET on Zoom: clairepells.com/gpm
P.P.S. If you have any questions about whether GPM is right for your business, reply to any of our emails, reach out at [email protected], or send me a DM on Instagram at instagram.com/clairepells. Let us know what's on your mind.