In short
Coaching leads are cheap to generate and expensive to qualify. Our documented engagements produced leads between $8.43 and roughly $3 each, and volume was never the constraint.
The constraint is that a cheap lead in this category is frequently someone who cannot afford the programme. The work that matters is filtering, and it belongs before the call, not during it.
The documented work
| Business | Channel | Documented outcome |
|---|---|---|
| Business coach | Meta Ads | 400 qualified leads in four months on $1,200/mo |
| Business coaching company | Meta Ads | 40 leads at $8.43 on $500/mo |
| Coaching business | Google Ads | 266,901 impressions, 1.76% CTR over six months |
| Video marketing educator | Meta Ads | Documented lead generation for a training programme |
| Retreat facilitator training | Meta Ads | Workshop and retreat enrolment campaigns |
The word doing the work in row one is qualified. Four hundred leads in four months is not remarkable in this category; four hundred that survived qualification is a different claim, and it is the claim the source document makes.1
Filtering before the call
The single highest-leverage change we make in coaching accounts is moving the qualification earlier. A discovery call with someone who cannot afford the programme costs an hour that the business cannot get back, and at scale it is the thing that makes a cheap cost per lead unprofitable.
- State the price band in the ad or on the pageThe most effective filter available, and the one most coaches resist hardest.
- Ask one disqualifying question on the formCurrent revenue, team size, stage. One question, not six.
- Make the booking step slightly effortfulA calendar with a short intake form converts fewer and wastes less.
The category problem, said plainly
Coaching and consulting is the sector where marketing claims are least likely to be evidenced, and that has consequences for everyone selling in it honestly: buyers arrive sceptical and pre-armed against the standard playbook.
Our view is that the winning move in a low-trust category is disclosure. Publish the price. Publish who it is not for. Publish outcomes you can document and say nothing about the ones you cannot. It converts a smaller proportion of a better-qualified audience, which is the trade worth making when your delivery capacity is a person's calendar.
Sources
- Business Coach: 400 qualified leads in four months. Monastic Marketing case study. Read September 29, 2026.
- Business Coaching Company: 40 leads at $8.43. Monastic Marketing case study. Read September 29, 2026.
- Coaching Business: 266,901 impressions at 1.76% CTR. Monastic Marketing case study. Read September 29, 2026.