Case Study · Wellness Coaching
How a wellness webinar funnel running below 1.0× ROAS was rebuilt into a four-stage value ladder that produced ₹1.33 crore in revenue and ₹64.7 lakh in profit over nine months.
₹1.33 Cr
Total revenue
Including Diamond memberships
₹64.7L
Total profit
Net of all ad spend
2.50×
Peak ROAS (January)
Up from 0.53× at launch
9 months
Campaign duration
July to March
Manjula Ghattamaneni had the audience, the credibility and the content. What she did not have was a system that turned any of it into revenue.
She was spending between ₹90,000 and ₹1,50,000 a month on ads and running at a consistent loss. The ₹4,999 L1 course was barely converting, ROAS sat below 1.0×, and the Diamond membership — her highest-value product — was almost entirely untouched. On a daily budget of ₹3,000 to ₹5,000, the funnel was leaking at every stage.
| Before | After |
|---|---|
| Running at a loss every month | Consistent profitability from month four onwards |
| ROAS below 1.0× — spending more than earning | Peak ROAS of 2.50× in January · 1.95× average |
| L1 course barely converting | 1,385 L1 enrolments across nine months |
| Diamond programme nearly untouched | 61 Diamond members · ₹61L in high-ticket revenue |
| No structured nurturing system | WhatsApp and email sequences driving upgrades |
| Generic creative, no funnel strategy | Full funnel: ads → webinar → OTO → L1 → Diamond |
This was not an ads engagement. We rebuilt the entire customer journey, from the first cold impression to a ₹1,00,000 Diamond enrolment.
Performance advertising
Funnel and landing page development
Ad creative and copywriting
Lead nurturing and retention
The whole engine was built on one idea: every lead who watches the free webinar is a potential ₹1,00,000 customer. They just need the right journey to get there.
Free webinar
Cold audiences enter through Meta and Google Ads and register for the free webinar.
OTO — ₹299
An instant course add-on offered at the point of registration. 912 conversions across the nine months.
L1 course — ₹4,999
Silver membership, closed on the webinar itself. 1,385 enrolments.
Diamond — ₹1,00,000
Premium mentorship, reached through structured nurture after L1. 61 conversions and ₹61L in revenue.
Where the revenue actually came from
61 Diamond members at ₹1,00,000 each produced ₹61,00,000 — 45.8% of total campaign revenue from just 4.4% of L1 buyers. That tier was built entirely on trust, nurture and follow-up, not on additional ad spend.
January was the peak month. The early months were not profitable, and they are shown here as they happened.
| Month | Ad spend | L1 (₹4,999) | OTO (₹299) | Ad revenue | ROAS | Diamond | Profit |
|---|---|---|---|---|---|---|---|
| July | ₹2,74,657 | 28 | 19 | ₹1,45,653 | 0.53× | 11 | ₹9,15,996 |
| August | ₹7,70,611 | 137 | 125 | ₹7,74,225 | 1.00× | 3 | ₹3,28,614 |
| September | ₹9,10,148 | 137 | 96 | ₹7,13,567 | 0.78× | 7 | ₹4,68,419 |
| October | ₹5,20,677 | 102 | 53 | ₹5,45,740 | 1.05× | 5 | ₹5,30,063 |
| November | ₹9,75,643 | 199 | 82 | ₹10,27,317 | 1.05× | 8 | ₹8,51,674 |
| December | ₹8,91,434 | 166 | 146 | ₹8,73,488 | 0.98× | 4 | ₹4,12,054 |
| January | ₹11,67,963 | 345 | 186 | ₹17,80,269 | 1.52× | 12 | ₹17,52,306 |
| February | ₹13,17,453 | 271 | 205 | ₹14,16,024 | 1.07× | 11 | ₹12,13,571 |
| March | ₹3,56,370 | 62 | 50 | ₹3,32,886 | 0.93× | 2 | ₹2,16,516 |
| Total | ₹68,28,587 | 1,385 | 912 | ₹72,76,283 | 1.07× avg | 61 | ₹64,72,696 |
The table shows ad-attributed revenue (₹72.76L) and Diamond revenue (₹61L) separately. Combined total revenue is ₹1,33,01,283, and total profit after all ad spend is ₹64,72,696. Source: Meta Ads Manager, Google Ads and client sales records.
₹1.33 Cr
Total revenue
Over the nine-month period
₹64.7L
Total profit
Net of all ad spend
₹61L
Diamond revenue
61 members at ₹1,00,000
1.95×
Blended ROAS
Across all platforms
1,385
L1 enrolments
₹4,999 Silver members
912
OTO conversions
₹299 course add-on
61
Diamond conversions
₹1,00,000 premium members
4.4%
L1 to Diamond rate
High-ticket ascension
When the engagement began, Manjula was investing ₹90,000 to ₹1,50,000 a month in ads that were not paying back. Nine months later the webinar funnel had generated over ₹1.33 crore in total revenue, delivered ₹64.7 lakh in profit, and built a community of Silver and Diamond members.
The difference was not better ads. It was a complete system — strategically built funnels, conversion-led copy, structured nurture and platform expertise working together to turn a leaking pipeline into a predictable revenue engine.
Funnel India builds and runs lead-generation systems that combine Meta and Google Ads with funnels, WhatsApp automation and tracking, for coaches and service businesses across India and abroad.
