If I had a pound for every time a client asked me to run ads a week before their launch, I’d probably be running ads for myself instead! It happens all the time—someone is launching a course, challenge, or webinar and suddenly realises they need Facebook and Instagram ads to bring in leads.
The problem?
They’ve never run ads before, and they want to start now, expecting instant results.
This is one of the biggest mistakes I see entrepreneurs make when it comes to ads. Ads are not a magic button you press to flood your webinar with sign-ups overnight. They require strategy, testing, and time. Let’s talk about why last-minute ad requests don’t work—and what you should be doing instead.
Mistake #1: Running Ads Cold
If your business has never run ads before, jumping straight into a high-stakes launch campaign is like walking into an exam without studying. You have no data, no audience history, and no idea what’s going to work. Facebook and Instagram need time to learn about your audience—who engages with your content, who clicks on your ads, and who actually converts.
➡️ The Fix: Start running awareness and engagement ads at least 6-8 weeks before your launch. This allows you to build an audience that is already familiar with your brand, making conversion ads more effective when it’s time to launch.
Mistake #2: Not Warming Up Your Audience
People don’t buy from businesses they’ve never heard of. If you’re only running ads when you have something to sell, you’re missing out on the power of audience nurturing. Cold audiences take time to trust you, and if you start pushing ads for your webinar or challenge without any previous interaction, you’re going to see high costs and low sign-ups.
➡️ The Fix: Run low-cost engagement and lead magnet ads all year round to keep growing your audience. Then, when it’s time to launch, you can retarget people who already know you, instead of spending money convincing total strangers.
Mistake #3: Ignoring the 6-Week Ramp-Up Strategy
A last-minute launch means you’re setting yourself up for stress and subpar results. Ideally, you should be running ads in phases:
- Weeks 6-4 before launch – Awareness & list-building ads
- Weeks 4-2 before launch – Lead generation ads for your webinar/challenge
- Launch week – Retargeting and conversion-focused ads
This structure allows Facebook and Instagram to gather data, optimise for results, and warm up your audience before you ask them to buy.
➡️ The Fix: Plan ahead and start your ad campaigns at least 6 weeks before launch. That way, your budget goes further, and your audience is primed to convert.
The Bottom Line
Facebook and Instagram Ads work, but only when they’re part of a long-term strategy. If you’re launching a course, challenge, or webinar, don’t wit until the last minute to think about ads. Give them time to do what they do best—build awareness, nurture relationships, and drive conversions.
🚀 Need help setting up a strategic ad campaign for your next launch?
Whether you need a full done-for-you service or a Power Hour to refine your strategy, I can help. Let’s get your ads working before you’re in panic mode! Let’s chat here.