Online Course Launch and setting the right strategy.

Written By Sarah Groenewald

Byron Digital Marketing partnered with Dr. Oscar Serrallach to support enrolments for the March 2025 intake of his Matriatrics program. With a limited window and a practitioner-based audience, the focus was on creating a high-performing Meta ad campaign that balanced precision, education, and ethical marketing within the health category.

The goal was to build awareness, nurture interest, and convert aligned practitioners into course participants.

Challenges

  • Limited data visibility due to Meta health restrictions, making tracking purchases and conversions less straightforward

  • A longer decision-making journey, requiring thoughtful touch-points and a trust-led funnel

  • Balancing both Australian and US audiences with different levels of familiarity and langague with the Matriatrics work

Solutions

  • Built a full-funnel campaign structure targeting cold, warm, and retargeting audiences, each with tailored messaging and creative

  • Identified high-performing segments within both Australia and the US, using lookalike and interest-based audiences

  • Delivered strong click-through rates and efficient landing page views across cold traffic campaigns

  • Retargeting campaigns saw the highest engagement and conversion intent, confirming the importance of multi-touch education

Results

  • Paid advertising contributed over 67 percent of total course sales for round 1.

  • Reached more than 287,000 people and delivered over 536,000 impressions for round 1 of the course

  • Cold campaigns delivered landing page views for under one dollar on average

  • Constantly improving ROAS and expanding to new countries (USA).

  • Retargeting audiences delivered the most efficient cost per action and highest click-through rates

Sarah Groenewald
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