NWLAB runs marketing for course creators and digital product sellers: launch and evergreen paid media, warm up email marketing and sales page optimization. It is for creators with a product ready to launch who want to hold revenue between one launch and the next, starting at $1,500 per channel per month. We work remotely with creators in the United States, Canada, the United Kingdom, Australia and Brazil.
No commitment. Just context, judgment and clarity.
Results vary by context. We use our diagnostic to frame feasibility before any projection.
Education and instruction advertisers paid an average of $26.31 per lead on Facebook lead campaigns, with a 15.87% conversion rate, vs. $27.39 across all industries
LocaliQ, 2026
In search advertising, education and instruction averaged $77.48 per lead, a $4.81 CPC and a 13.14% conversion rate
LocaliQ, 2026
Median landing page conversion rate in education: 8.4%, vs. 6.6% across all industries; online course pages reach 18.3%
Unbounce, 2024
Education and training email: 35.64% average open rate and 3.02% click rate, vs. 2.62% clicks across all users
Mailchimp, 2023
About 40% of webinar registrants attend live, and a third of webinars still get plays three months after the event
Wistia, 2026
Average documented online cart abandonment rate: 70.22%, calculated across 50 studies
Baymard Institute, 2025
We build the marketing operation for course creators and digital product sellers: paid traffic for launches and evergreen, high converting email marketing and continuous funnel optimization. For creators who want to scale without needing a new launch every month.
A digital course has two sales models that run on completely different logic. A launch is an event: concentrated effort, heavy traffic, real urgency (the cart opens and the cart closes). The most common mistake is underestimating the warm up phase. Evergreen is a system: constant traffic into an automated conversion funnel. The creator who runs both has predictable revenue: a launch list that grows between events plus an evergreen funnel that sells while they sleep.
The pre launch warm up (lead capture, content and live classes before the event) is where you build the audience that will be there when the cart opens. Only about 40% of webinar registrants attend live (Wistia, 2026), so the list has to be much bigger than the room you want full. Starting traffic only when the cart opens leaves money on the table.
In digital products, the creative is the product before the product. Creatives that were never tested on a small budget and go straight to high volume waste the money on the wrong ad.
A lead captured through an ad who lands straight on the sales page with no nurturing does not know the creator, the method or the proof yet. A 7–14 day email sequence builds authority, handles objections and brings the lead to the offer already warm, and it converts far better than the same lead sent in cold.
Across online retail, 70.22% of carts are abandoned (Baymard Institute, 2025), and course checkouts are not exempt. A recovery sequence (email plus remarketing) for people who started checkout is revenue you already paid to acquire: among shoppers who click an abandoned cart email, 39.46% go on to buy (Omnisend, 2026).
Before the first ad goes live, we connect your course platform (Kajabi, Teachable, Thinkific or your own checkout) to the Meta pixel, Conversions API and GA4, with UTMs through to purchase. Then we pull the last cycle: cost per lead, webinar or class attendance, list conversion and refunds. Without that baseline, the next launch repeats the last one blind.
We build the target backward: revenue goal divided by price gives sales, sales divided by list conversion give leads, and leads times cost per lead give the ad budget. The opt-in page and the sales page get reviewed against that math, because every point of conversion you lose makes each lead more expensive.
Meta Ads with three to five creative angles tested on a small budget before scaling, plus Google search on the problem the course solves. Every lead enters an email sequence, with SMS reminders for those who opted in, built around the free class, webinar or challenge.
At cart open: retargeting for everyone who watched, sales emails with a real deadline and a reminder on close day. Checkout abandoners get their own recovery flow within the first hours, because the average documented cart abandonment rate in online retail is above 70% (Baymard).
What converted becomes evergreen: ads into an automated webinar or recorded class, an email sequence and an always open offer. We compare cost per lead, attendance and list conversion against the previous cycle and decide what changes before the next launch.
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Free DiagnosticUS$ 2.47M in tracked revenue for clients, at a weighted ROAS of 7.96.
Accounts managed by NWLAB, 2023 to 2025
Who it is for
Course creators, coaches and educators with a finished product and a defined offer, whether it's the first launch or the tenth
Online schools, academies and EdTech companies that sell enrollments online and need to know what each one costs
Creators who want off the launch after launch treadmill, with an evergreen funnel selling in between
Teams that treat the email list as an asset and are ready to measure leads, attendance and conversion step by step
Who it is not for
Projects with no finished product, no clear offer or no page to send traffic to
Launches that want to start building the list a few days before the cart opens
Get rich quick or income claim offers, which we don't run
The same way you'd market any product: one clear promise for one buyer, a free class or webinar that proves it, and a sales page built to convert the traffic you pay for. Then you work backward from the revenue goal to know how many leads you need and what you can afford per lead. Expensive ads are often an offer or funnel problem in disguise, so we check those first.
Yes. Courses that teach a career skill, like product marketing, sales or data, sell on the job outcome, so Google search for the skill, LinkedIn and webinars that show the method carry more weight than they do for a hobby course. When the employer pays, the sales page also has to answer the manager's question: what will my team be able to do afterward?
For most courses, both, in that order. A launch validates the offer and price with real urgency and brings cash in over a short window; evergreen then runs the version that converted through an automated funnel. A launch with no evergreen leaves revenue flat between cycles, and evergreen with no validated offer burns budget testing in the dark.
The one your list conversion can pay for: price times list conversion, divided by the ROAS you need. A $997 course with a list that converts at 3% and a 2x ROAS target can pay up to about $15 per lead, while education advertisers averaged $26.31 per lead on Facebook in LocaliQ's 2026 data. When your math lands below the market, the fix is the offer or the list conversion, not the ad account.
Work it out from the goal, not a fixed percentage: revenue goal divided by price gives sales, sales divided by list conversion give leads, and leads times cost per lead give the lead gen budget. Add retargeting for cart open, and keep at least $1,500 per channel per month so the algorithm has data to learn from. With no history, we test at a smaller scale before committing the full budget.
Measure it in two steps, because most of the leak is in the first one: about 40% of people who register for a webinar attend live (Wistia, 2026). The second step, attendees to buyers, depends on offer, price and pitch, and it decides whether the webinar pays back the lead cost. That's why we fix same day reminders by email and SMS and a short replay window before touching the offer.
Both, with different jobs. Email carries the content and the sales sequence, and education and training lists average a 35.64% open rate and a 3.02% click rate on Mailchimp; SMS handles short reminders on live day and cart close, sent only to people who opted in. If your audience is outside the US, WhatsApp usually plays the SMS role.