Three Record Months in a Row With 60% Lower Cost Per Registration
The Client
Valeriia Veksler is the founder of the Veksler Face Fitness System, and one of the world's leading voices in natural face fitness. A registered nurse and former trainer of cosmetic injectors, she now teaches women to lift and reshape their faces naturally, through anatomy, fascia and muscle work, without fillers, injectables or surgery. She has been featured in Vanity Fair, Marie Claire and Beauty Hub, and has a global community of millions. Her business runs on a monthly live workshop model: a free online masterclass where she teaches a specific technique, then invites attendees into her paid membership. The engine that fills those workshops is paid advertising, and that's where Cali Social comes in.
The Task
Before Cali Social took over the Meta advertising, workshop registrations were costing more than she wanted and performance was inconsistent month to month. Valeriia needed a partner who could reliably fill each month's workshop with high-intent registrants, bring the cost per registration down, and build a system that improved rather than plateaued.
Our Involvement
Veksler Face Fitness partnered with us to take over its Meta advertising and turn it into a dependable engine.
Meta Ads (Instagram and Facebook)
Ad strategy and ongoing management
In-house creative
Monthly review of the data after each workshop
How We Filled Her Recurring Workshop
A monthly workshop leaves no room for a slow month, because the next registration deadline is always coming. Valeriia needed ads that delivered the right people on a schedule, at a cost that kept dropping. Here's how each part came together.
A Clean, Repeatable Structure
We rebuilt the account into two campaigns: cold prospecting to find new audiences, and retargeting to convert the warm ones. Every workshop ran on the same structure, so we could compare months directly.Testing After Every Workshop
After each workshop, we read the data and carried the lessons into the next one. We dropped what underperformed and doubled down on what worked.Budget Moved to What Proved Out
As the data showed which audiences were most efficient, we shifted spend toward them. That's what pulled the cost per registration down month after month.
Creative Built Around the Winners
Our in-house design team built a tight creative system around the angles that performed, so spend went behind proven ideas instead of being spread thin.Ads That Drive Membership Sales
We introduced a bottom-of-funnel campaign that used paid ads to drive membership sales directly, not just free registrations. It returned positive ROAS on its first test, and it turned the ad account into a revenue driver.
The Numbers Behind the Registrations
Before Cali Social:
Registrations cost more than they needed to
Results varied from month to month
Paid ads brought in free workshop sign-ups only
We Achieved:
Cost per registration roughly 60% lower
Record monthly workshop registrations
Three months in a row, each one beating the last on both volume and cost
A new membership campaign that returned positive ROAS on its first test
Explore the Ads Collection
What Caitlin’s Experience Was Like:
“Signing on with Cali Social has been one of the best decisions for our business! Our ROAS has skyrocketed since we started working together, and I can’t say enough good things about Lauren. She’s the coolest, sweetest person, incredibly smart, and so knowledgeable in this space. The team's creativity is spot on, and their monthly reports are super thorough and so helpful, they make it easy to understand what’s working and where we can grow. It’s such a good feeling to work with someone you love who also delivers amazing results. Couldn’t recommend Lauren and her team more!!!”
What If Every Launch Cost Less Than the Last?
Tell us how you bring customers in each month, and Lauren will map out what steady testing could do for your next one.
