Day 269: New Ads Are Pushing My ROAS to 3X.

After weeks of grinding through offer page split tests with almost nothing to show for it, I made a decision: stop optimising the middle and start fixing the edges.

Here's what happened next.

Key Takeaways

- Offer page conversion rate plateaus exist — after dozens of tests, mine is locked at ~3% regardless of copy or layout changes.

- Ad-to-offer congruency matters enormously — aligning the Myelin Method messaging across ads, offer page, and upsell has driven a measurable uplift.

- A story-driven upsell converts better — connecting the upsell directly to the core method rather than just adding more courses created a logical next step for buyers.

- Average cart value jumped from ~$40 to ~$50 in just three to four days after launching the new ads and upsell page together.

Why I Stopped Obsessing Over the Offer Page

I've run an enormous number of split tests on my main offer page — different copy angles, layout changes, order bump variations, you name it.

The conversion rate just keeps landing at around 3%. At some point you have to accept that you've hit a ceiling on that particular element.

So the question becomes: where's the next biggest lever? For me, that meant looking at what sits either side of the offer page — the Facebook ads driving traffic in, and the upsell page that buyers see immediately after purchase.

Launching the New Myelin Method Ads

I launched five new static image ads all built around the Myelin Method concept.

The variations test different headlines, different colour themes, and different images of the guitar course pack. The body copy has three versions running across the set.

The goal was to pick up on the Myelin Method conversation as early as possible in the funnel — so by the time someone lands on the offer page, the core idea already feels familiar.

Even in just the first couple of days, these ads are already generating sales at a strong click-through rate.

What the Ad Numbers Look Like Right Now

My daily budget is currently £225 (approximately $300 USD). Over the last two days I've seen revenue of $824 and $857 — both close to $900.

That's almost three times my ad spend returned, which is a ROAS we haven't seen consistently in a while.

CPM is still on the higher side, but click-through rates are solid and cost per sale has come down.

One ad group is already showing a 2X ROAS on its own, before the upsell revenue is even factored in.

The Problem With My Old Upsell

Previously, my upsell was essentially just more guitar courses. There was no story connecting it back to what the buyer had just purchased.

It felt like an add-on rather than a natural next step, and the results reflected that.

Once I built the entire front-end offer around the Myelin Method, a real connection became possible.

The upsell now has a reason to exist beyond just adding revenue — it genuinely extends the journey the buyer has just started.

The New Upsell Page Concept

The new upsell is built around the hook: "30 minutes from your first riff — but there's a catch nobody tells you about."

It reinforces the excitement of the initial purchase while introducing the idea that the Myelin Method can be applied far beyond the first few riffs.

Once you've learned a riff or two, you want to apply the same method to whole songs, different styles, and new techniques.

The upsell delivers exactly that. Now there's a clear, logical story flowing from the ad through to the offer and on to the upsell.

Split Testing the Upsell and Current Conversion Data

I'm currently split testing this new upsell page against my previous version.

Because fewer people see the upsell than the main offer, it'll take longer to reach statistical significance, but it's running and I'll report back as the data builds up.

What I can already see in the dashboard: the main offer is converting at 3.3%, the upsell split test at $97 is currently equal on conversion rate at 13%, and we're also seeing solid take-up on a three-payment option and a downsell.

Average Cart Value: The Number That Really Matters

Average cart value had been hovering around $40 for a while. Over the last three to four days since launching these changes, it's climbed to closer to $50. That's a meaningful shift — at my current ad spend level, that difference compounds quickly.

It's still early days and I'm cautious about reading too much into a few days of data, but the direction is exactly where we need it to go.

Scaling Plans and Next Steps

Facebook is suggesting I increase my daily budget to £432 — I won't be doing that. Instead, I'm nudging the budget up by 10% today and then leaving it alone for a couple more days to see whether the performance holds.

Today's revenue by early afternoon was already at £201, with a solid chunk of the day remaining. The target to feel comfortable is around £300 per day, so we're well on track.

The Bigger Lesson: Congruency Across the Funnel

If there's one thing I'd take from this update, it's the power of message congruency.

When the ad, the offer page, and the upsell all speak the same language, using the same method name, the same emotional hook, the same logical progression, the entire funnel feels cohesive to the buyer.

That cohesion builds trust quickly, and trust converts. I believe this is a significant factor in the ROAS improvement we're seeing, and it's something I'll be protecting carefully as I continue to test and scale.

Performance Snapshot — Day 269

- Daily ad budget: ~£225 ($300 USD)

- Revenue (last 2 days): £824 and £857

- ROAS: ~3X over the last 48 hours

- Offer page conversion rate: 3.3%

- Average cart value: ~$50 (up from ~$40)

- Today's revenue (mid-afternoon): £201

We're 269 days into a 365-day journey and while it hasn't all been smooth, days like these are a reminder that the right combination of congruent messaging, smart ad creative, and a well-connected upsell can move the needle fast.

Let's see if we can hold it.

Resources & Next Steps

Free Top 10 Split-Tests: https://www.jonathanhowkins.com/split-testing

Join the Facebook community: https://www.facebook.com/groups/coursecreatorads

Subscribe on YouTube: https://www.youtube.com/@jonathanhowkins-coursecreator?sub_confirmation=1