Case Study
Sales Recruiting University
Sales Recruiting University had a proven system for building commission-based sales teams, but their Meta ads weren’t converting the right decision-makers. The creative focused too heavily on process and features (recruiting systems, onboarding tools, retention strategies) without addressing the core pain: business owners drowning in failed hires, high turnover, and revenue plateaus. Their ads attracted curiosity but not urgency, and the messaging failed to differentiate them in a crowded B2B coaching and consulting space. Demo bookings were inconsistent, cost per lead was climbing, and their funnel wasn’t qualifying serious buyers. They needed a media buyer who understood high-ticket sales cycles and could craft creative that spoke directly to the frustrations and aspirations of CEOs ready to scale.
I came in as their media buyer and rebuilt the entire creative strategy around pain and transformation. Instead of leading with systems and processes, I developed ads that showcased the business owner’s nightmare: revolving door sales teams, wasted time on bad hires, stagnant revenue despite effort. Then we positioned SRU as the shortcut: real client results like “20 agents in 10 months” and “$5M to $25M growth.” I implemented a rigorous testing framework mixing founder-led VSLs, client testimonial cuts, and results-driven hooks that pre-qualified prospects before they ever booked a call. By aligning creative with their sales team’s feedback loop, we attracted higher-intent leads. The result: cost per booked demo dropped 52%, show-up rates increased 38%, and close rates improved because we were bringing them better-qualified prospects. SRU could now predictably fill their calendar with business owners ready to invest, not tire-kickers.
Cost per booked demo dropped 52% in first 120 days
Show-up rate increased from 41% to 68% with qualification-focused creative
Close rate improved 28% by attracting higher-intent prospects
52%
Demo cost dropped 52%
41% to 68%
Show-up rate: 41% to 68%
28%
Close rate improved 28%