Case study 06
The market leader cut most of its own catalog, and revenue doubled anyway.
A French business coaching brand had been the undisputed leader in its market since 2020, with millions of followers across social media and around €8 to 9 million a year in revenue by 2024. On paper, everything looked healthy: dozens of products, ads running everywhere, and an overall ROAS around 7. Underneath, the picture was messier. Most of the catalog was small, low-ticket, and unprofitable, aimed at a scattered mix of audiences, and 80% of the marketing effort was going into the products that made up only 20% of revenue. From the outside, it looked structured. Inside, it wasn't.
2024, before the reset
ROAS around 7, spread across a scattered product catalog
Only 8% of leads were qualified business owners doing €300k+ a year
A complex funnel built around dozens of low-ticket products
80% of marketing effort spent on the 20% of products that actually made money
2 years later
ROAS roughly doubled, to 13 to 14
Nearly half of leads now qualified business owners doing €300k+ a year
One simple funnel: a free lead magnet, a booked call, then a high-value gift
€20M in annual revenue, at a margin around 67%
One audience, not five
The scattered targeting got dropped in favor of one audience: business owners already doing more than €300k a year. Every piece of copy, every ad format, and every video got rebuilt around that one person instead of trying to speak to everyone.
A funnel built around one path
The old funnel, built around dozens of low-ticket products, got replaced with something simple: a free lead magnet (a PDF, a VSL, or a free event replay), a page to book a call with sales, and a high-value gift, a multi-pillar training on profitability, waiting for anyone who booked. That shift alone took qualified leads from 8% of the funnel to nearly half.
A lifecycle built to earn trust first
New subscribers got two full weeks of purely educational content, no pitch at all. From there, anyone who hadn't bought yet got invited to free monthly masterclasses, quarterly multi-day challenges, and in-person events at preferential rates, each one warming the relationship instead of pushing for a sale.
An offer repackaged, not discounted
The core offer got repackaged to raise its perceived value without touching the margin behind it, which is what let the price move up without losing anyone.
With acquisition cost holding around €1,300 and lifetime value landing near €64,000, that puts LTV against CAC at roughly 49 to 1.
This wasn't a rescue. It was already a healthy, market-leading business.
The gain came from tying marketing to revenue instead of opt-in rates and click-through rates, and going after the paying customer earlier, with real value delivered at every step.
The trade-off
Getting there meant walking away from most of the old business.
Most of the original catalog didn't survive the repositioning. Products that had been generating some revenue, just not efficiently, got deprioritized in favor of a single, higher-value audience, and a lot of the diversified targeting that had made the brand's reach look broad got narrowed on purpose. The result was a smaller, more focused funnel that converted far better, but it meant giving up on customers who didn't fit the new profile.
Client name withheld and identifying details generalized, per the engagement's NDA. The dates and numbers are real.