Case Study
From $28K to $476K in monthly revenue
Scaling online yoga training and improving the economics as demand cooled.
An online yoga teacher training business grew from $27,587 in monthly Stripe net revenue in January 2020 to $476,005 in June: a 17.3× increase in monthly revenue. Four15 Digital joined on April 17, as demand was already accelerating, and helped scale Google and Facebook acquisition through the peak.
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Growth milestone
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Result
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January → June 2020
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17.3x monthly revenue
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March → June 2020
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+610% monthly revenue
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October → November 2020
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+$62,191 revenue after ad spend
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January and March precede the engagement. Revenue is reported Stripe net volume. Revenue after ad spend deducts media costs only; it is not accounting profit.
The pandemic created an exceptional period of demand for online training. The account needed to support that demand with cleaner campaign structure, better audience segmentation and closer attention to the path from lead to paying student. At kickoff, the Google review found duplicates and missing content; Facebook had accumulated 256 campaigns, with only eight currently active.
Four15’s job evolved with the business: first expand acquisition while demand was strong, then judge new spending by how quickly it paid back as the market became harder to convert.
We cleaned up Google campaigns and worked to consolidate Facebook activity. We separated prospecting, webinar remarketing, existing leads and customer upsell audiences so each group could receive a more relevant message. Testing covered Facebook native lead forms, additional placements, new creative and direct-to-course purchase pages alongside the webinar funnel.
Native lead forms were connected through Zapier to EasyWebinar, and the team monitored lead quality as well as cost. Google purchase-page tests and a Facebook purchase-page test expanded the ways a prospect could become a student. Tracking reviews addressed overcounted purchases and gaps between ad platforms and Wicked Reports.
By June, monthly revenue reached $476,005 on $245,953 in ad spend, leaving $230,052 after media costs. That was 610% more revenue than March, the last full month before the engagement. Both Google and Facebook supported acquisition; Facebook accounted for roughly two-thirds of June media spend.
As acquisition costs rose, blended reporting became a problem: payments from older students and conversions from previously acquired leads could make today’s ads look healthier than they were. In October, we recommended reducing spend and evaluating campaigns by acquisition month, with payback targets based on later revenue from those leads.
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Reported monthly results
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Oct 2020
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Nov 2020
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Stripe net revenue
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$197,907
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$196,129
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Ad spend
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$132,348
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$68,378
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Revenue after spend
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$65,559
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$127,750
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Revenue stayed within 1% of October while ad spend fell 48%. The amount left after advertising increased by $62,191, or 95%. Existing students and earlier lead cohorts continued contributing revenue, so this is a business cash-contribution comparison—not proof of new-customer acquisition efficiency.
The peak did not hold. Monthly revenue fell to $125,211 by July 2021, 74% below June 2020, though still 4.5× January 2020. Reviews pointed to Facebook audience saturation, harder acquisition and installment plans reaching completion. Four15 continued testing offers and campaigns while reducing spend where results did not justify it.