Web Conductors Lead Funnels · Client Flo Pro Case 1 — Foundational Fertility Method Case study

What a lead-generation funnel looks like when every asset exists.

The Foundational Fertility Method — Dr. Katie Black, ND — is our reference build. Not because the copy is clever, but because the whole surface area is covered: cold video ads in four placements, a landing page carrying a long-form VSL, a talking-head email sequence, and a retargeting set for the people who didn’t book the first time. Everything below is her real file, not a mock-up. This is the concept we pitch Lead Funnels from: one starting point, two optional layers, and an honest account of what the buyer gets for each step up.

10ad concepts, so the feed never goes stale
4placements from one shoot
2:14sales video on the page
4videos in the follow-up sequence
5ads built only for people who didn’t book
54Korganic audience already there

Follow one stranger through it

Four surfaces, four different jobs. The mistake most funnels make is asking one asset to do all four. Here each one is shown where it actually appears — in the feed, in a browser, in an inbox.

1Cold reach · Meta

The ad has three seconds and one job: earn the click.

A woman who has never heard of Katie is scrolling. The ad has to stop her, say what this is in plain words, and move her off Meta — without ever implying she has a condition, which is the line that gets fertility ads rejected.

What it does

Buys attention and hands it to the page. Nothing else. It does not explain the program, it does not sell the price, it does not close.

  • 10 concepts — 5 cold, 5 retargeting
  • 4 placements each — 1:1 feed, 4:5 feed, 9:16 Stories and Reels, 16:9 in-stream
  • 12 to 34 seconds — hook in the first line, CTA on screen by the end
  • 13 statics alongside the video, for the placements where video costs more than it returns
  • 54K TikTok followers at @dr.katieblack.nd — every 9:16 export doubles as an organic Reel or TikTok, at no extra production cost
  • Zero outcome claims, condition questions or pregnancy imagery, in any unit
9:41
dr.katieblack.ndSponsored
Book now

dr.katieblack.nd A structured, doctor-designed program for women's reproductive wellness.

9:41
Reels
1.2K 84
dr.katieblack.nd· Sponsored

The Foundational Fertility Method — a structured program with 1:1 support.

Book a free discovery call
2The page · long-form VSL

The page carries everything the ad legally can't.

One click later she is off Meta and on our surface, where the rules change. This is where the founder story, the method, the eight areas, the price and the honest "this isn't for you if…" filter live — wrapped around a two-and-a-quarter minute video of Katie talking straight to camera.

What it does

Turns a click into a booked discovery call. The VSL does the persuading; the page below it answers the objections the video raises.

  • 2:14 VSL at the hero — cut from the 2:46 master, three segments removed on compliance grounds
  • Hand-built, not a template — 17px body, no overflow at 390px wide
  • Eight areas, pricing verbatim, 5 FAQs, curated testimonials, application form
  • Frame is live — scroll it, play the VSL, it is the real page
The Foundational Fertility Method
foundationalfertilitymethod.com/method
Live page — scroll inside, press play on the VSL
3Automation · email

She booked. Now a human face has to keep the appointment.

The gap between booking and showing up is where most discovery-call funnels bleed. A text-only confirmation is a receipt. A 57-second video of the doctor saying "I'm glad you reached out, here's exactly what happens on our call" is a commitment device — and the shoot produced four of them.

What it does

Protects the show rate, sets the agenda before the call, and keeps warming the ones who booked and then went quiet.

  • 4 email videos — welcome plus three sequence beats, 0:54 to 1:40
  • Burned-in captions word by word, because most of this is watched on mute
  • Screen recording of the real booking calendar inside the welcome video
  • 9 long-form videos in total, shot and delivered at 4K

Worth being exact: no email client plays video inline. The email carries this frame as a linked still; the player below is what opens when she taps it.

Inbox — 1 new

You're booked — here's what happens on our call

Dr. Katie Black, NDto me · Foundational Fertility Method

Hi — thank you for booking. Before we talk, I recorded a short video so you know exactly what to expect and what to bring.

Dr. Katie Black welcome video
0:12 / 0:57

It's completely virtual, so all you need is a quiet space and an internet connection.

Add to your calendar

— Dr. Katie Black, ND
The Foundational Fertility Method

4Second touch · retargeting

Half the ad library exists for the people who didn't book.

Five of the ten concepts in this library never run cold. They only ever see someone who already watched the video, or landed on the page and left. Different footage, different opening line, same call to action — because a second ad that repeats the first one is a wasted impression.

What it does

Recovers the drop-off. This is the cheapest audience in the account and the one most funnels never build creative for.

  • 5 retargeting concepts — 16 exported files across the four placements
  • 11.6 to 18.7 seconds — shorter than the cold set, on purpose
  • Built same-shoot, so the face and the room are already familiar when she sees it
Facebook — In-stream
Dr. Katie Black, NDSponsored · Retargeting
Book your free discovery call

And underneath all of it, the statics

Thirteen units we rendered from HTML: a photographic concept and a typographic concept, each in four placements, plus a five-card carousel that walks the page in a swipe. Every headline passed an automated word gate before it was allowed to render.

Concept A, square
Concept A · 1:1
Concept A, tall
Concept A · 4:5
Concept A, story
Concept A · 9:16
Concept B, tall
Concept B · 4:5
Concept B, story
Concept B · 9:16
Carousel card 1
Carousel · 1 of 5
Carousel card 3
Carousel · 3 of 5
Carousel card 5
Carousel · 5 of 5
Concept A, link ad
Concept A · 1.91:1

The same three tiers, sitting in the feed

Tier names mean nothing until you see them where the buyer sees them. Left to right is exactly what the price ladder buys: a designed still, the same brand assembled into motion, then a person on camera.

9:41
dr.katieblack.ndSponsored
Static ad unit in the Meta feed
Book now
Good · $5,000 A designed still

Photography the client already owns, set in their real fonts and rendered to every placement. It stops a scroll; it does not hold one. Nothing moves.

9:41
Reels
842 31
Sponsored
Learn more
Better · $7,500 The same brand, in motion

Animated typography over stills the client already had, with a voice track and burned-in captions. Nobody was filmed. It earns a second of attention the still cannot — but there is still no face.

Another client’s delivered work — their sign-off needed before this is shown outward.
9:41
Reels
1.2K 84
dr.katieblack.nd· Sponsored
Book a free discovery call
Best · $15,000 A person, talking to you

Original footage, shot for this campaign. She says it herself, in her own room. The only one of the three that can carry a face into the feed — and the only one that also produces the sales video for the page.

One starting point, two optional layers

Every Lead Funnel ships the same base. What changes is whether moving image exists — and then whether that moving image was filmed. Katie bought both layers, which is why her funnel is the one we show. The second layer is where the price leaps, and it is also where the advertiser's real leverage is unlocked.

Starting point

The funnel itself

Statics, the landing page, the copy set and the compliance work. Nobody buys a Lead Funnel without this, and nobody buys only part of it.

Base build · always included
Optional layer

Add motion

Video assembled from what already exists — type, the client's own photography, a voice track. A modest step in price, because nobody has to show up anywhere.

Step up · incremental
The leap Optional layer

Add original production

A shoot day and the edit that follows it. The biggest jump in price in the whole product — and the only step that unlocks a VSL, a library the client still owns next year, and vertical video their organic audience can actually be served. Katie’s is 54K on TikTok.

Largest jump · largest unlock
Starting point · always included

The funnel itself

Designed ad units and a page. No moving image anywhere in it. This is the floor of the product, not a discount tier.

Static ad unit
Concept A, 4:5 — the client’s own photography, set in type
What’s in it 5 items
  • Two ad concepts, four placements each
  • A five-card carousel
  • Full ad copy set and Ads Manager settings
  • One landing page, built to our design floor
  • Every claim traced to a source before it runs
What it does not get you 2 items
  • Any video at all — no VSL, no email video, no Reels
  • Retargeting creative beyond re-running the same statics
Buy this when the client has no usable footage and no appetite to be on camera, and the offer can be explained in a headline.
Optional layer one

Add motion

Everything above, plus video assembled from assets that already exist. Still no camera, so still a modest step in price.

Typographic ad unit
Type, graphics and a voice track — nothing filmed
What the layer adds 5 items
  • Everything in the starting point
  • Animated typography cuts, four placements each
  • Motion over the client's existing photography
  • Synthetic voiceover and burned-in captions
  • Retargeting cuts, because variants are cheap once the system exists
What it still does not get you 3 items
  • The founder on camera — so no talking-head VSL and no personal welcome email
  • B-roll, consult scenes, anything shot in the client's actual room
  • A library — you get the campaign, not a year of reusable footage
Buy this when the client has decent photography and a real offer, but a shoot day isn't happening this quarter.
Optional layer two · the leap

Add original production

A production day, then the edit. The biggest price step in the product, and the one that unlocks the most advertiser value. Katie bought it; this board is what it produced.

Real footage, real room, cut ten ways
What the layer adds 6 items
  • Everything in the starting point and the motion layer
  • Shoot day: founder to camera, b-roll, consult scene, screen recordings
  • Long-form VSL for the page, plus a second personal-brand VSL
  • Talking-head video for every email in the sequence
  • Ten ad concepts, half of them retargeting-only
  • A library of original footage you still own next year
What it asks of the client 2 items
  • A scheduled shoot day, and a client willing to be on camera
  • Raw footage needs a frame-by-frame compliance pass before it ships anywhere
Buy this when the offer needs trust to sell — health, money, anything where the buyer is choosing a person, not a product.

What the production layer is actually buying

Say this list out loud on the call. It is the part a client cannot picture, it is why the price steps up the way it does, and none of it can be bought back later without a shoot day.

  • The VSL. A page without a face has to sell in text — and this is the single biggest lever on the page.
  • The welcome video. The confirmation email becomes a receipt.
  • Reels and TikTok. Vertical native video needs a human in it — and she already has 54K TikTok followers to put it in front of, for free.
  • Distinct retargeting. The second touch repeats the first.
  • The library. One shoot feeds every campaign after it. Without it, next quarter starts from zero.
Category compliance reviewEvery unit, before it runsEvery unitEvery unit, plus every frame of footage Frame-by-frame video compliance passNot applicableIncludedIncludedevery frame, before it ships What the client still owns afterwards Master library retainedStatics onlyStatics and motion mastersYours to keep23:53 of finished video Vertical cuts usable as organic Reels / TikTokNone833into an audience of 54K on TikTok Feeds next quarter's campaignNo, it restartsPartlyYes, one shoot feeds every campaign after it PriceOne-time build, CAD$5,000$7,500$15,000

What it costs, and what has to happen for it to pay for itself

We don’t publish conversion-rate promises, because nobody can honestly make one before they’ve run your ads. What we can do is arithmetic. Put your own number in and see what each tier has to return before it is free.

$

Start with the price of the thing you sell. For this practice it is the couples programme at $1,997.

Good · $5,0003clients to break even
Better · $7,5004clients to break even
Best · $15,0008clients to break even

The part that changes the maths: you keep the footage

The shoot is the only line item you buy once and use forever. Statics get stale and get rewritten; a library of original footage gets recut. Divide the top tier across the campaigns it feeds and the number moves on its own — no assumptions required, just division.

$15,000one campaign
$7,500across two
$5,000across three
$3,750across four

Reused across three campaigns, the top tier costs the same per campaign as the entry tier — and the entry tier has no video in it at all.

Why the jump to $15,000 is the one worth making

  • It is the only tier that puts a person on screen. In a trust-led category the buyer is choosing a practitioner, not a product. Text cannot do that job.
  • It is the only tier that produces a sales video for the page. The page is where the claims the ad can’t legally make actually live.
  • It is the only tier that feeds organic. Every vertical cut doubles as a Reel or a TikTok at no extra production cost.
  • It is the only tier that leaves you with something. The other two end when the campaign ends.
Talk through which tier fits