How I Use Launch Sales Ads to Reach Last-Minute Paid Members

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Oct 4 in Other

I want to show you how I use launch ads that optimize for purchase to reach people who have probably not heard about your paid community before, or at least you're likely not top of mind for them right now. These people are in the market for a community like yours. This can boost your personal brand and help you connect with potential members who are new to your world, and convert them relatively quickly.

This strategy works great when you have a launch offer for your paid community that has a sense of urgency. Like when:

You’re having an event / special training / guest speaker etc. in your community
You're increasing membership fees soon
You're adding a limited-time bonus for new members, and it's expiring
You're switching your community to a waitlist model

Here's how it works in three steps:

Step 1: Make Social Proof Ads

First, we need to make ads that showcase the value of your paid community. Here's how:

Ask your current members what they love most about your community. Use their testimonials to create 5-10 different ads.
Share these ads with your existing members and ask them to like and comment honestly.
This builds up social proof and helps protect against negative comments when you show the ads to potential new members.

Step 2: Set Up Your Main Ad Campaign

Start this 14-10 days before your enrollment deadline:

Create a new campaign and set the budget for each ad set (not the whole campaign).
Use the ads you made with all the likes and comments from your current members (see in the video how to do that using “existing ad” plus post ID)
Target different groups:
Start with $50-150 per day for each ad set.

This works because Facebook shows new ads to people most likely to join, so we're finding interested potential members fast.

Step 3: Set Up Retargeting Ads

Create ads that focus on the urgency of your community offer
Start showing these to people who've visited your about page, for the first 24-48 hours.
Then show them to people who've engaged with your ads in the last 30 days.
In the last 3-4 days, show these ads to all your warm audiences.

For budgets:

Start with $15 a day
Increase to $50 a day in the last 3 days
Consider spending even more on the very last day of enrollment

This is how you can reach a bunch of potential new members who are interested in a community like yours, show them proof of the value your current members are getting, and then remind them to join before enrollment closes.

I'm using this strategy right now for my "Grow with Evelyn" community waitlist launch, and I'm excited to see how it goes.

Hope this helps you with your next community enrollment push!

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