# Johnny Lu: campaign breakdowns

> Breakdowns of real campaigns Waterfall Growth runs for estate planning firms, admissions consulting firms and schools, written by Johnny Lu, co-founder of Waterfall Growth. Each one covers what was built, what it cost, and where it leaked. Johnny Lu's personal site is https://johnnylu.si.

## Breakdowns

- [INSPIRATE webinar 1](https://johnnylu.co/inspirate-webinar-1): $2,286 in Meta ads, 211 registered, 93 live (about 44%), 12 booked calls; about $11 per registrant; the leak was after the webinar
- [Webinar 2 back end](https://johnnylu.co/webinar-2-back-end): six steps from opt-in to booked call (always-on countdown, confirmation homework, reminder and show-up ads, replay tracking, 4-question application, 48-hour bonus)

## About the author

- [Johnny Lu](https://johnnylu.si/): co-founder of Waterfall Growth with Aayan Rehman
- [Waterfall Growth](https://www.waterfallgrowth.com/)
- [INSPIRATE Consulting case study](https://www.waterfallgrowth.com/results/inspirate)
- [Book a call with Waterfall](https://www.waterfallgrowth.com/book)