Mallory Nowak
Case Studies
Introduction From Emily
I'm absolutely thrilled to spotlight our Elite client, Mallory, as we celebrate a phenomenal year together. This time last December, Mallory—a trailblazing functional nutritionist—made the decision to join forces with us. Her bold move, at a time when many business owners were pulling back, has led to a year of remarkable transformation and success.
Mallory continues to be an incredible force of inspiration for those navigating Type 2 Diabetes. Her flagship program, The Type 2 Transformation Program, is more than just a course—it’s a life-altering 12-week experience that’s helped hundreds of people regulate their blood sugar and A1C, and reclaim their health.
Looking back, it’s been an exciting ride since Mallory shifted from exhausting sales calls to a more sustainable approach. Starting out worn out but hopeful, our partnership has grown into an incredible success story. The results we've seen together have not only sustained but amplified her impact—bringing her unique vision and expertise to more people than ever before.
Let’s dive into the details of Mallory's transformative year. I’m unpacking how our long-term strategy propelled her business to new heights of success and influence.
When We Got Started
When Mallory first joined us, she was honest about the challenges she faced:
"This investment was a stretch for me. Since I put my webinar on evergreen and stopped offering sales calls, my sales have taken a BIG hit."
Next, we ran registration ads for her live 3-day event, using a combination of cold and warm traffic campaigns. We tested different creatives across ad sets, optimized audiences based on performance (including lookalikes and broad targeting), and scaled the winning campaigns.
That clarity shaped our approach from day one. Her main goal was to massively increase revenue without going back to 1:1 sales calls. We started with a strategy that had previously worked for her—a live 5-day challenge—but rebuilt it from the ground up.
Our team worked with Mallory to reimagine her challenge funnel. We equipped her with an effective pitch script, a compelling bonus offer, and a full follow-up sequence—all designed to increase conversions without hopping on a single call.
We also audited her registration page, sales emails, and ad creative to ensure every step of her funnel was primed for maximum impact. With just $1K in ad spend, she brought in $43,000 in launch revenue—a 43x ROAS. That success was more than just financial.
It proved her new model could work for both her and her audience.
Mid-Year Momentum
After her January challenge, we shifted into evergreen funnel mode—and this is where things really took off.
We launched a daily lead gen funnel with a free PDF guide—21 Kitchen Essentials for Type 2 Diabetes—and drove those leads into an evergreen webinar funnel for her $1,249 course. Retargeting ads helped pull warm leads into the funnel, and we carefully tested the sequence (PDF → webinar) to match her audience’s behavior.
In July alone, her evergreen funnel brought in 3,529 leads at just $0.34/lead and 308 webinar signups at $1.62/lead. That month’s total sales? $18,735 from just $1,702 in spend—an 11x ROAS.
Throughout the year, we continued running this evergreen strategy while layering in live 5-day challenges every other month. Each challenge became a major cash infusion—plus a chance to reconnect with and convert her growing list of leads.
After her August live launch, Mallory had the incredible problem of needing more help to serve all her clients. She hired two new nutritionists and brought in a project management team to scale her operations. It was her biggest launch yet, and the clearest sign that her strategy wasn’t just working—it was compounding.
Strategy & Execution Recap
Here’s what we built together in 2023:
Lead Generation
Daily ads to a PDF download with blood sugar-friendly kitchen swaps
CPL as low as $0.34
Nurture emails connecting leads to her evergreen webinar
Evergreen Webinar Funnel
$1,249 course offer (plus payment plan option)
Consistent 6x+ ROAS from evergreen webinar with no sales calls
Retargeting campaigns to warm leads and abandoned viewers
Live 5-Day Challenges
Hosted every other month
Consistently high ROI with ROAS of 11x, 20x, even 40x on some launches
Sales pitch + email follow-up, no calls needed
At one point, we cut her cost per lead in half from the previous launch
By combining steady evergreen leads with repeatable live launches, Mallory built a business model that was profitable and sustainable.
No burnout. No guesswork. Just momentum.
Throughout the year we built out Mallory’s strategy to make sure she had a profitable evergreen funnel, which relieved her of having to launch every single month. Then, we continued to hone in and refine her live launches so we were only doing what worked from the previous launch. At one point we actually dropped the cost per lead in half from the previous live launch, doubling the leads she brought in for the same ad spend!
It goes without saying that Mallory plays a huge part in her success working with our team. She knows her ideal customer well, she’s an incredible partner and collaborator with our team and sets the bar so high for what is possible when you combine amazing marketing with a life-changing offer.
We’re so grateful to be a part of the incredible impact Mallory has!
The Impact
Mallory didn’t just increase her revenue—she reclaimed her time, her energy, and her role as the visionary of her business.
She stepped away from sales calls and toward a model that feels in full alignment with how she wants to serve. Her evergreen funnel runs while she’s resting or focused on her clients. Her live launches bring in consistent waves of aligned buyers. And she now has a team supporting her in delivering an incredible experience to every client.
Mallory is the perfect example of what happens when you pair a powerful offer with the right strategy and the right team. If you’ve got a course, coaching program, or offer that’s ready to scale, and you’re tired of doing it all alone—this is what’s possible.
Impressive Year-Long Results
Here’s what 2023 looked like:
Evergreen Funnel
Ad Spend: $14,453.28
Revenue: $164,174.00
ROAS: 11.36x
Live Launches
Ad Spend: $9,553.25
Revenue: $130,300.00
ROAS: 13.64x
Total
Ad Spend: $24,006.53
Revenue: $294,474.00
ROAS: 12.27x
As Mallory put it:
“Not only have we created an evergreen strategy that successfully brings in new clients every single week, but we’ve also built a rinse-and-repeat live launch strategy in the form of my 5-Day Challenge for big cash infusions.
My conversion rates kick ass and my business is highly profitable—even when I’m not live-launching. This means I can take a much-needed breather and focus on what I’m really here to do—which is serve my clients.
I’m loving this super sustainable business model—thank you, Team Hirsh!”
Top Performing Ads
Best Lead Gen Ads
Best Lead Gen Ads
Best Webinar Retargeting Ads
Best Webinar Retargeting Ads
Best 5 Day Challenge Ads
Best 5 Day Challenge Ads
Work With Us
Mallory chose to invest in her vision at the end of 2022—and it changed everything. She’s now running a profitable, sustainable business that’s aligned with how she wants to live, lead, and serve.
If you’re ready to do the same, we’d love to support you.
Let the powerhouse team behind Mallory’s success go to work on your business.
Work With Us
Mallory chose to invest in her vision at the end of 2022—and it changed everything. She’s now running a profitable, sustainable business that’s aligned with how she wants to live, lead, and serve.
If you’re ready to do the same, we’d love to support you.
Let the powerhouse team behind Mallory’s success go to work on your business.
