💻 For established coaches + course creators

Behind the scenes:
How my agency is running ads to evergreen webinars right now.

Thursday 15 October · 8:00pm UK / 3:00pm EST · Live · Replay available

People are registering. Meta is spending your money. And at some point you have to decide whether to change the ads, look harder at the webinar funnel, or give the campaign another few days before touching anything.

That’s the part I’m pulling back the curtain on.

In this free webinar, I’ll walk you through the ads and the decisions involved in running traffic to an evergreen webinar: what we chose to put in front of cold audiences, what we paid attention to after launch, and how we used the numbers to decide what to do next.

You have sat through webinars before.
This isn’t one of them.

I know the format has a reputation. Twenty minutes of decent content, forty minutes of pitch, and a bonus stack that expires at midnight. So here is what you are actually walking into.

  • A beginner walkthrough of Ads Manager

  • A single Ads Manager screenshot. Not one. No clicking this and then clicking that snoozefest

  • Somebody's case study from 2023 dressed up as a strategy

  • Forty minutes of pitch with a countdown timer

  • Anyone's account being picked apart in front of strangers

What it isn't

  • The actual decision making, including the ones that were a genuine toss-up at the time

  • The ad structure I use, explained without a single button being pressed

  • What normal looks like, so you finally have a benchmark that is not just you

  • 60 mins max, and I get going within about ninety seconds

  • Five honest minutes at the end about how I can help, if you want it

What it is

The pitch was a dream.

Build the webinar once. Point some ads at it. People watch, people buy, and you find out about it the next morning over a coffee.

And that is happening. I have clients who are living the evergreen dream, one of whom went away for ten days, forgot her laptop entirely, and came home to $8k of sales she had nothing to do with.

What nobody mentions is that it sits on the other side of getting a handful of important things right.

Not twenty things. A handful.

And until those are right, the whole thing feels considerably less passive than advertised.

Nobody mentioned this bit when they sold you evergreen.

So you end up here instead. Cost per lead climbs on day nine and you have no idea whether to hold your nerve or kill it. A week goes quiet and you cannot tell if something has broken or if it is simply a quiet week. You make a small change because doing nothing feels worse, then another one, and by Friday you have tweaked it so many times the data is unreadable.

None of which is a knowledge problem. You have done the courses. You have the completion certificates nobody has ever asked to see. You know what a pixel is and you can navigate Ads Manager without crying.

You have got one account to learn from. It is yours. And it is the one with your money in it.

Every wobble looks like a crisis because you have nothing to compare it against. Every good week looks like luck for exactly the same reason. There is no version of reading your own dashboard harder, or buying a sixth course, that fixes that.

Who's in your ears?

I'm Jackie Muscat. I've been managing Meta ads since 2018, I've overseen over a million dollars of spend across oodles of niches, offer types, and budgets, and I spend a frankly unhealthy amount of my working life inside other people's ad accounts.

I run Agency in Your Pocket® and JMHQ, my all-female ads agency. My team and I work with coaches and course creators — the ones who've built something genuinely brilliant but can't quite figure out why their ads aren't showing the world how good it actually is.

This podcast is the thinking we do before we ever touch a campaign. Packaged up, told my way, straight into your ears.

This is the stuff I wish I could make every client listen to before they hand me their ad account.

Ready to hear it all?

Drop your email and I'll send the episodes straight over.

You can binge them, pace them, or put them on your "must listen" to-do list… but I wouldn't leave it there for long.

Every week you're running ads without this thinking is another week of paying Meta to figure out what you could've worked out for free.