Paid Ads Strategy for Coaches: When Should You Run Ads for Your Coaching Business?

Running ads is often seen as the fastest way for coaches to get more clients, but without a solid foundation, ad spend can quickly become a financial drain instead of a growth lever. A strong paid ads strategy for coaches doesn’t start with traffic—it starts with clarity. Before investing in ads, it’s crucial to understand what’s already working in your marketing ecosystem, ensure your messaging resonates with the right clients, and confirm your offers convert.

In this guide, we’ll break down how to approach paid advertising strategically, whether your funnel is already optimized or still in progress, and help you decide when running ads makes sense and when it might be too soon.

Ads Amplify, But They Also Expose

You’ve probably heard the phrase: “Ads won’t fix a broken funnel.”

And there’s truth to that. Ads amplify what’s already working, but they also shine a spotlight on what isn’t. If your offer, messaging, or funnel isn’t resonating, paid traffic won’t magically solve the problem. Instead, it will expose those gaps faster and more visibly.

That’s not necessarily a bad thing – if you’re prepared to interpret the data and iterate. But if you’re hoping ads will do the heavy lifting for an underperforming funnel, you could end up burning through your budget with nothing to show for it.

I once heard someone in a mastermind say, “Be prepared to spend $2–3K just to see if your funnel even works.”

That advice made me cringe, not because testing is bad, but because many coaches are told to use paid traffic as a shortcut, when what they really need is a better system.

Before you invest in ads, let’s break down why running them too soon can waste money, and what to focus on instead.

Why Ads Won’t Save an Unoptimized Funnel (Most of the Time)

Many coaching CEOs think that running ads will instantly generate leads and sales. But ads are only effective when they enhance a strong foundation—not when they’re used as a shortcut.

Here’s why spending money on ads before optimizing your funnel is often a costly mistake:

• Ads can’t fix a broken offer. If no one’s signing up for your lead magnet or buying your program organically, ads won’t change that. More traffic doesn’t mean more leads – you need to attract the right people who are ready to take the next step.
• Ads won’t rewrite unclear messaging. If your organic content isn’t resonating, paid traffic won’t solve the problem—it will just highlight it faster and more expensively.
• Ads won’t replace trust-building. Cold traffic usually needs more nurturing than leads who already know you.

Ads tend to amplify what’s already working—but they also expose what isn’t.

Action Step:

Use GA4 to compare how cold vs. warm traffic interacts with your funnel:

• Segment cold traffic (e.g., from ads or SEO) vs. warm traffic (e.g., visitors from email, organic social, returning users).
• Go to Engagement → Pages and Screens and compare engagement rate, time on page, and conversion events for each audience type.

Warm traffic should be converting at a higher rate than cold traffic, generally speaking. Warm should be ideally above 60%, while cold traffic you typically want converting at 30% or higher (anything lower could indicate an audience or keyword targeting issue.)

If both traffic types underperform, that’s a sign your offer or messaging may need a deeper positioning audit before investing time or money in growth efforts.

Things to Consider if This Is Right for You:

• Are you comfortable treating ads as a validation experiment, not a guaranteed ROI (return on investment) play?
• Do you have a test budget you’re willing to invest in learning?
• Do you have a plan and system in place to nurture new leads who don’t convert immediately?

What This Looks Like in Practice:

Let’s say your a business coach who decides to invest $200 into a campaign to test what messaging works the best to drive cold traffic to their opt-in page. You set up an ad set with a few options to test the messaging options. During the test your opt-in page’s conversion rate is only 12%, but higher for one or two of the variations you’re testing – the common thread being the messaging around transformation, not tactics, performs better in getting people from the ad to being aware of the opt-in page.

Taking another look at your opt-in page, you add in some of the transformation-related messaging that did well in the test ads, and not only increase the conversion rate for warm traffic sources, you also improve it for your winning ad. You’ve tested and learned what worked without blowing through your entire ad budget.

What Coaching CEOs Should Do Before Running Ads

So, let’s say you’ve taken an honest look at your funnel and you’re wondering if it’s “good enough” to support ad traffic.

This is the moment where many coaching CEOs get stuck. You’ve got a solid offer, you’ve seen some traction, but you’re not sure if your results are “high-converting enough” to justify paid traffic.

Here’s the truth: You don’t need a perfect funnel. But you do need to understand how it’s currently performing, so that you’re not spending money to amplify confusion.

Before you invest in paid traffic, evaluate your funnel by asking these key questions:

• Are people converting organically at least 60% of the time? If your opt-in pages aren’t performing well to your warm traffic without ads, they are less likely to perform better for cold traffic from ads.
• Is my messaging attracting the right clients? If your messaging doesn’t align with your best-fit clients, more traffic won’t fix that*.
• Is my offer positioned clearly and compellingly? If your audience doesn’t quickly understand what makes your offer different or valuable, they won’t take action—even with ads. Clarity and resonance matter more than cleverness.
• Do I have data on what content or channels drive the best leads so far? Without data on what’s already working, running ads is just a guessing game.

If you’re unclear on any of these, setting up or optimizing your ecosystem to answer these first will give you a much stronger return on ad spend later.

Action Step:

Audit the key stages of your funnel. Look at:

• Your opt-in or registration page conversion rate (aim for 30–60% depending on warm vs. cold traffic sources)
• The percentage of email subscribers who take the next step (e.g., reply, book, buy)
• Which sources or messages brought in your best-fit leads so far

Highlight where people drop off or where engagement falls flat, that’s your starting point for refinement.

Things to Consider if This Is Right for You:

• Are you optimizing your funnel based on real measurable behavior or vibes?
• Are you willing to wait and improve things organically first, even if it means delaying ads?
• Or, if you do test ads soon, do you have realistic expectations and a willingness to treat it as a learning investment?

What This Looks Like in Practice:

Let’s say you’re a career coach who wants to run ads to grow their list, but notices their current opt-in page converts at just 42% from organic social traffic. Rather than rush into paid ads, you test a few headline variations on the page, add testimonials, and make the value proposition clearer. The new version gets 58% conversion from the same traffic source after a few weeks. You might then decide to begin running a small ad test to a cold look-alike audience, confident you’ve removed some major friction points first for this new-to-you traffic.

When It Might Make Sense to Run Ads Anyway (Even If Organic Isn’t Proven Yet)*

I will always advocate for building an organic foundation first, because content that converts without ad spend is the most sustainable proof your marketing is working. But here’s the truth that often gets lost online:

Hard and fast rules are rare in marketing.

That’s why you’ll find so much conflicting advice about ads in Facebook groups, on podcasts, or in blog posts. It’s easy to make sweeping statements like “Never run ads until you’re converting organically” but that kind of advice often leaves out context, nuance, and real-life variables. The reality is, you may have good reasons to break that rule, as long as you do it strategically and with eyes wide open.

So while organic-first is a wise general rule, there are legitimate scenarios when strategic ad testing might make sense, even before your funnel is converting like clockwork:

• You want fast feedback. Ads can speed up validation of new messaging, angles, headlines, or content offers, especially if your organic traffic is slow or seasonal.
• You have a warm-ish audience but limited reach. Maybe you’ve built some traction via word of mouth, past clients, or podcast appearances. Ads can help extend that reach to similar audiences while you test.
• You’re launching something new to a cold audience. If you don’t yet have an audience large enough to validate your offer, limited paid traffic can act as a controlled launch supplement, not a shortcut.
• You’re launching something new and time-sensitive. If you’re promoting a seasonal workshop, cohort-based program, or a one-time event, a short ad run can increase visibility during the critical promo window—even if you’re still refining the funnel.

The key is to approach ads with clarity and constraint not desperation.

Action Step:

Before deciding to test ads, try organic amplification:

• Choose a single piece of content or offer to validate (like a new lead magnet).
• Share it multiple times via email, Instagram stories, or LinkedIn using slightly different angles or hooks.
• Use UTM parameters or email-specific tracking links to monitor traction in GA4 look for opt-ins, saves, clicks, or shares as signs of early resonance.
  • These do require setup beyond the out-of-the-box Google Analytics 4 activation. You can learn more about how to set up GA4 recommended events here.
  • For more information on how to use UTM Parameters (and what they are) from Analytics Mania (one of my go-to’s for all the analytics tech side of things.)

If organic traction is low and you’re still curious, test paid traffic only after defining a clear budget and goal:

• Set a small test budget (e.g., $150–$300 max).
• Identify one clear goal: opt-in conversions (start here), webinar registrations, lead magnet downloads, etc.
• Set up tracking across every step of the funnel using GA4 and/or GTM so your test teaches you something useful, even if it doesn’t convert right away.

Things to Consider if This Is Right for You:

• Are you treating this as a learning experiment rather than a guaranteed sales tactic?
• Do you have a clear success metric beyond just sales (such as list growth or video engagement)?
• Can you afford the cost of data, and do you have time to monitor results and adjust quickly?

What This Looks Like in Practice:

Let’s say you’re a life coach who just launched a $37 digital toolkit. You’ve shared it with your email list, on Instagram Stories, and even mentioned it on a podcast. A few people buy, but it’s not quite the success you expected.

Rather than panic or give up, you stay curious. (GO YOU!)

You decide to run a small messaging test using $25/day in ads. But instead of going straight to cold audiences, you build a lookalike audience based on your past buyers and newsletter subscribers. You test at least two ad variations, for example – one focused on quick wins, and one that highlights long-term transformation.

After a week, you find that the transformation-focused message performs better and pulls in leads at a breakeven rate. You’ve now validated not just the offer, but the messaging that resonates, and you’ve grown your list in the process. Once you revamp the landing page’s focus around the transformation-based message from the winning ad, it’s not long before you’re doing better than break-even with your ad spend.

No guessing. No overwhelm. Just clear next steps.

How to Know If Your Funnel is Ad-Ready

Before you scale with ads, you want to know your funnel is already working with the audience that knows you best. Organic performance is one of the clearest signals that your system is solid and ready to support growth.

Your funnel is likely ad-ready when:

• You’re already generating leads and sales from organic traffic.
• You’ve tested and refined your messaging based on real client interactions.
• You have clear data on what content and offers drive conversions.

If your funnel isn’t bringing in clients organically, running paid traffic without setting up your core measurement will only cost you more in the long run. But here’s the thing: funnels often fail because they assume every client takes the same path. In reality, most coaching clients move through your brand in a nonlinear way. That’s why a marketing ecosystem approach is more sustainable. Learn why ecosystems outperform traditional funnels here.

For a more detailed exploration of how to evaluate your lead generation effectiveness, check out my article on Traffic vs. Leads. It offers insights into measuring and improving the quality of your leads.

Action step: Audit your funnel performance at every stage. Start by reviewing your organic opt-in and sales conversion rates. If your opt-in pages are converting at 60%+ from warm traffic and your sales page is in the 2–5% range, you’re in a stronger position to scale. If you’re under those numbers, focus on removing friction before increasing traffic.

Things to Consider if This Is Right for You:

• Are you looking to amplify what’s already working, or are you hoping ads will patch over deeper issues?
• Do you have clarity on what your offer promises and how it’s uniquely positioned?
• Are you ready to handle more leads or sales if the ads perform well?

What This Looks Like in Practice:

Let’s say you’re a mindset coach with a free mini-course designed to help overwhelmed entrepreneurs set healthier boundaries. You’ve been sharing the course organically through blog posts and your weekly newsletter, and it’s converting around 35% – decent, but you suspect it could be better.

Instead of jumping into ads right away, you test a new landing page layout, simplify the copy to make the transformation clearer, and add a short video explaining who the course is for. The opt-in rate climbs to 61% from your newsletter alone.

Now that you’ve confirmed the offer and messaging are landing with warm traffic, you run a small retargeting ad to people who visited but didn’t sign up and start seeing consistent opt-ins from cold look-alike audiences too.

How to Use Ads Strategically Once You’re Ready

Once your funnel is converting and your messaging is dialed in, ads can help you scale, but only if they fit into your broader marketing ecosystem.

The smartest ad strategies don’t rely on cold traffic alone to convert high-ticket offers. They work in tandem with your organic content and nurturing systems to amplify traction you’re already seeing.

Strategic ways to use ads:

• Promote your highest-performing organic content to reach more of the right people
• Retarget leads who visited your site, watched a video, or clicked an email but didn’t take action
• Nurture warm audiences with mid-funnel content that builds trust and bridges the gap to your offer

Think of ads as the fuel for your business, not the fire that keeps it alive. Ads should expand your reach and speed up what’s already working, not try to manufacture momentum from scratch.

Action Step:

Pick one or two pieces of content that consistently drive traffic or conversions (a lead magnet, a blog post, or a video). Then set up a retargeting or engagement ad that points back to it, with a clear CTA (call-to-action) to take the next step.

Things to Consider if This Is Right for You:

• Do you have a nurture sequence or follow-up plan in place to support new leads?
• Are you clear on where this ad fits into your larger ecosystem and what step it’s meant to support?

What This Looks Like in Practice:

Let’s say you’re a leadership coach and you notice your blog post about “How to Handle Difficult Team Conversations” consistently leads to discovery calls. Instead of running cold traffic ads to your coaching package, you set up a retargeting ad that sends recent site visitors back to that blog post, this time with a video and CTA inviting them to book a session. You’re now landing four new calls in a week, without needing to write a new sales page or overhaul your funnel.

How to Measure Ad Performance in GA4

Even the most well-written ad won’t help you grow if you can’t track what’s actually working.

Google Analytics 4 (GA4) gives you visibility into how paid traffic performs compared to organic and shows you exactly where leads are dropping off in your funnel.

Metrics to Monitor (Even If You’re New to Ads):

If you’re not yet fluent in advanced analytics, start by focusing on these simple, meaningful metrics:

• Click-Through Rate (CTR) – This tells you how many people actually clicked on your ad out of everyone who saw it. It’s one of the clearest signals of whether your messaging and creative are resonating. A CTR above 1% is often considered a good starting point, depending on your platform.
• Landing Page Conversion Rate – Of those who clicked through, how many took the next step (opted in, booked, etc.)? This helps you identify if the gap is in the ad or the page. If you’re getting clicks but no conversions, your landing page might need a tweak.
• Cost Per Lead (CPL) – This is how much you’re paying for each email subscriber, booking, or other lead-generating action. It’s often the most tangible number early on, and a great way to assess efficiency.
• Return on Ad Spend (ROAS) – This is your revenue divided by your ad spend. So if you make $400 from a $100 campaign, your ROAS is 4x.
  ➝ ROAS = Revenue ÷ Ad Spend
  Even if you’re not tracking purchases yet, you can still use this to forecast whether your ad investment is sustainable based on lead value or future customer lifetime value.
• Funnel Drop-Off Points – Where are people stopping in your funnel? GA4 can show you whether users are viewing the page but not scrolling, bouncing quickly, or clicking but not submitting a form.

Action Step:

Set up GA4 Events for generate_lead and purchase (or any key conversion steps).
If you’re using Google Tag Manager (GTM), connect the same events to Meta, Google Ads, or other platforms so you can track conversion performance across all channels consistently.

Pro tip: Use clear UTM naming conventions like utm_source=meta&utm_medium=cpc&utm_campaign=fall-workshop to make reporting clean and filterable.

Things to Consider if This Is Right for You:

• Are you comfortable setting up events yourself, or do you have help? (I can help you with this!)
• Do you have a system for labeling and comparing campaigns across platforms (UTMs, tags, audiences)?
• Are you checking performance by source not just totals?

What This Looks Like in Practice:

Let’s say you’re a parenting coach running a $10/day ad campaign to promote your free workshop on positive discipline strategies. Using GA4, you notice that traffic from Pinterest ads stays on your site for over 2 minutes but rarely opts in. Meanwhile, Facebook traffic opts in at a much higher rate. Instead of guessing, you pause the underperforming ad set and reinvest in the one that’s actually converting, cutting your cost per lead in half without increasing your budget.

Final Thoughts: Ads as a Growth Lever, Not a Gamble

Paid ads aren’t inherently good or bad.

They’re a tool. One that can either help you scale sustainably—or waste your time and money—depending on how and when you use them.

The key is this:

• Use ads to amplify what’s already working, not escape what’s broken.
• Track what matters—so even small tests give you strategic insight.
• Know when you’re testing for traction, and when you’re scaling something proven.

When you treat ads as one part of a larger, measurable marketing ecosystem, they can become a smart lever for growth—not a last-ditch effort to drive sales.

From Ad Spend to Ad Amplification

Instead of:

• Spending thousands just to “see” if your funnel works
• Running ads to unproven or untested offers
• Chasing traffic without knowing what happens next

Shift to:

• Optimizing what already works before scaling
• Measuring and refining your funnel before investing
• Using ads to support a system not substitute for one

Other Posts in this series:

• Marketing Measurement Terms: A Guide for Coaches to Track What Really Works
• Lead Generation for Coaches – Why More Traffic Won’t Fix Your Marketing
• Marketing Metrics for Coaches: What to Track for Real Business Growth
• Marketing Ecosystem vs. Funnels: A Smarter Marketing Strategy for Coaches
• Content Marketing Strategy for Coaches: What Works, Not Just More Content
• Paid Ads Strategy for Coaches: How to Amplify What’s Already Working (You Are Here)
• Marketing Strategies that Align with Your Capacity

Want to confidently use ads (or any marketing channel) to scale without guesswork?

Join the Measurable Marketing Ecosystem Workshop – a foundational, framework-based training that helps coaching CEOs like you build a strategic, custom-fit system that tracks what matters and grows sustainably. You’ll walk away knowing exactly what to optimize, how to measure it, and when to scale with confidence.