How repositioning transformed an IV hydration training program from 1-2X ROAS to 5.3X ROAS
I started running ads for this client last year. She helps healthcare professionals in various verticals transition into IV Hydration Businesses.
Same model as above: 1 live webinar every week.
Her initial offer was teaching about how to do IV drips. But after running ads for this offer, the results weren't good enough. 1-2X ROAS.
Goal was to increase the ROAS to about 5-6X.
After doing a lot of research, I realized that the offer wasn't standing out. Which is why even with the proven ads, the CTR wasn't hitting the 2% mark.
Rewriting ads to target different awareness levels of the market didn't work enough.
Positioning was the key issue here.
I had a few different ideas to position the offer.
This lead to …
I saw that almost no one was using this positioning of becoming an IVH business owner in ads.
And that's what I changed in my ads.
I wrote problem aware ads, solution ware ads. Plus I wrote Product aware ads for her warm audience on IG and Tiktok.
The landing page, that was rewritten, was targeting solution aware people – nurses who wanted to start an IVH business but don't know how to.
I made my ads about nurses, who realize they have a problem and want to switch their career.
The combination of ads and the landing page was escalating the awareness of our reader perfectly.
(about a new and exciting opportunity)
(Introducing a proven strategy to open IVH business in 60 days)
It was an instant hit.