$60k into $600k for Cheryl Porter
Cheryl Porter is one of the most-followed vocal coaches on the internet, 25M+ followers across platforms, billions of organic views, a real audience built on real teaching. The Meta account was generating revenue, but at a fraction of what the audience around her should have been worth. After rebuilding the funnel, plugging the paid account directly into her organic audience, and rewriting creative to actually look like her, we turned $60k of ad spend into $600k of revenue.
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- Plugged the paid account directly into the 25M+ organic audience, engagement custom audiences, video viewer retargeting, and lookalikes seeded off the people who actually consume her content.
- Rebuilt the funnel for a high-ticket transformation product: free vocal training → VSL → enrolment, instead of cold-to-checkout.
- Stopped running "course launch" template ads. Made every paid asset look exactly like Cheryl's organic content, same energy, same teaching format, same short-form vertical.
- Set up an organic-to-paid repurposing engine, her best-performing organic posts got pushed into paid within days, with proper whitelisting and tracking.
A 25M-Follower Asset The Paid Account Wasn't Touching.
Cheryl had built one of the most credible coaching brands on the internet through pure teaching content, short, punchy demonstrations that worked because she could actually do the thing she was teaching. The paid side of the business was structured like a generic course launch: cold traffic, sales page, checkout. None of the things that made her Cheryl on organic were showing up in the ads, and the warm audience she'd spent years building was sitting almost entirely unused.
A Massive Organic Audience, Treated As Decoration
25M+ followers. Hundreds of organic posts with millions of views each. Years of accumulated engagement. None of it was wired into the paid account. No engagement custom audiences. No video viewer retargeting at scale. No lookalikes seeded off the right signal. The single warmest, most behaviourally-rich audience the brand had ever owned was effectively invisible to the algorithm.
"Course Launch" Creative, Not Cheryl Creative
Paid ads followed the standard infoproduct template: testimonial header, transformation copy, "Doors Closing Soon" countdown, polished sales-page hero. Cheryl's organic looked nothing like that, it was her, in her studio, demonstrating a vocal technique in under a minute. The thing that built the audience wasn't being used to sell into it.
Wrong Funnel For A High-Ticket Transformation Product
The account was sending cold paid traffic directly to a sales page and asking for a four-figure enrolment decision. For a high-ticket transformation product, that's a structural mismatch. Cold prospects need to see her teach before they're ready to commit, the funnel needed an education step in the middle, not just an offer at the end.
No Repurposing Engine
Cheryl was producing huge volumes of organic content weekly, much of it going viral. There was no system for identifying which posts were breaking out, no pipeline for whitelisting them, and no process for getting them live as paid before the moment passed. Winners were being left on the table by the time the team caught up.
Stop Trying To Build A New Audience. Activate The One She Already Owns.
The biggest unlock wasn't in the ad account, it was the gap between Cheryl's organic reality and how the paid account was set up. Once paid was wired into the organic engine, the rest of the work compounded fast.
Custom Audience Activation
Built out the audience stack the account should have had from day one:
- Engagement custom audiences on every IG and FB account (180-day lookback, then 365 once data allowed)
- Video viewer audiences segmented by completion threshold (25%, 50%, 75%, 95%), the deeper the view, the higher the intent
- Lookalike audiences seeded off the right signal: deep video viewers, past purchasers, and applicants, not off broad page-followers, which is the mistake most creator brands make
- Layered retargeting flows that walked engaged-but-unconverted users through the funnel over a multi-day window
This single layer of work changed the cost curve of the entire account, because cold traffic was no longer the only thing the algorithm had to find.
Custom Audience ActivationFunnel Redesign For A High-Ticket Offer
Replaced the cold-to-checkout structure with a proper three-step funnel:
- Free vocal training as the lead magnet, Cheryl actually teaching something useful in 5–10 minutes, the same content that worked organically
- VSL delivering the offer in her own voice, structured around the transformation, not the curriculum
- Enrolment with proper proof, FAQ, and urgency built into the page itself
Cold paid drove the free training step. Retargeting carried people through the VSL and the offer. The result wasn't just better conversion, it was a funnel that produced engaged buyers, not impulse buyers, which mattered downstream for fulfilment and refund rates.
VSL Funnel DesignCreator-Native Paid Creative
Rewrote the creative brief: every paid asset had to look like it could have been an organic post. Vertical short-form. Cheryl on camera. Teaching something specific in under 45 seconds. No on-screen "Doors Closing" graphics, no testimonial stacks, no production polish that signalled "ad." When ads looked like her organic, they performed like her organic, and the warm audience trusted them instantly because they'd already seen 50 pieces of content in the same format.
Creator-Native Paid CreativeOrganic-To-Paid Repurposing Engine
Set up a weekly process: identify the top-performing organic posts from the last 7 days (by saves, shares, and watch-through, not just views), whitelist them, push them into the paid account with proper tracking. Winning organic content was hitting the ad account within 72 hours of going viral. This is the single most underused move available to any creator-led brand with active organic, the content has already proven it works at scale; paid just amplifies what the audience has already voted on.
Organic-To-Paid EngineSee What We've Done For Other Brands.
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