Case Study — Self-Help Education Modern Elder Academy Platform Lead Generation

KEY RESULTS

ABOUT THE CLIENT

YRV Dynamics was brought on as the paid search and paid social agency of record

for a self-help education start-up launching a series of online courses.

Each course ran for six weeks with a defined start date and structured curriculum.

The programs included 1:1 sessions, group learning, and instruction from recognized

leaders in therapy, counseling, and the broader self-help space.

The initial course sold for approximately $700 per registration, with additional courses later introduced at price points ranging from $400 to $1,000. Alongside paid media, organic and PR efforts, the client wanted to build an email audience they could own and nurture over time.

The initial goal was straightforward:

Generate at least 1,000 qualified email subscribers for the client's email marketing team.

WHAT WE FOCUSED ON

Because YRV Dynamics was already managing the client's paid media, we had access to the

audience, pixel, website, and campaign performance data needed to build the lead-generation strategy.

Rather than chasing social followers, we focused on building an owned email audience

the client could continue marketing to long after someone first interacted with an ad.

We used the same audience signals that were already performing across

the client's conversion and traffic campaigns.

That included:

✓ Meta prospecting audiences

✓ 1% Lookalike audiences

✓ Retargeting audiences

• Users who had previously engaged with the client's social profiles and paid campaigns

We ran campaigns across Facebook and Instagram, allowing Meta to

distribute delivery between placements based on where it could generate leads most efficiently.

To reduce friction, we initially used Meta native lead forms instead of forcing

users to leave the platform and complete a form on the website.

New leads were then exported from Meta and uploaded into Klaviyo for the client's email marketing team.

Existing subscribers were excluded from prospecting so the budget remained focused on acquiring new people.

The original expectation was a $5–$10 cost per email lead.

Our plan was to spend aggressively enough at the beginning to generate meaningful conversion data, allow Meta's algorithm to optimize, and then evaluate whether the campaign could scale.

Another useful insight was frequency.

The campaign averaged approximately 2 impressions per person, suggesting that the typical user needed to see the messaging more than once before deciding to join the client's email list.

The email acquisition strategy also continued to benefit from the client's broader paid media activity.

As three additional courses were introduced at price points between $400 and $1,000, qualified traffic from sales campaigns generated additional email opportunities and expanded the client's audience further.

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Key Takeaway

The original goal was to build a database of 1,000 qualified email subscribers

at an expected acquisition cost of between $5 and $10 per lead.

Instead, the campaign generated 2,015 email addresses at just $1.82 each.

The biggest win wasn't simply getting inexpensive leads.

It was creating an owned audience the client could continue nurturing through email,

rather than relying entirely on rented audiences and followers controlled by social platforms.

By combining paid social targeting, existing campaign data, retargeting, lookalikes, and a low-friction lead form, we turned Meta into a scalable way to build the client's email ecosystem while supporting future course launches and sales campaigns.