[Case Study] 20M / year with a simple info product

This is unbelievable.. 😳 ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ [Authority Hacker logo]( We're covering the Google leak tomorrow in AH News (so watch out for our email 👀) but today I wanted to share a case study of a site that's killing it following the 4C methodology that we outlined in [our podcast](. Enjoy the case study! --- Want the inside scoop on a smart Facebook ad strategy that can make you millions? iPhone Photography School has cracked the code. Despite being a small site — they only get 42k organic visitors each month — they’ve catapulted to earning over $20 million per year using Facebook ads. The best part? They have a proven 5-step formula, and it’s actually pretty easy to follow. Let’s break it down. 🥇 Exceptional products iPhone Photography School offers stellar courses that pack value. Their video production quality, easy-to-follow teaching methods, and ability to produce great videos set them apart from other courses in the industry. It's a simple truth: superior products drive superior earnings. 📈 A killer ad strategy They run a “one-two punch” video ad strategy. The first ad type fishes for interests around the topic, and the second goes for the kill. The engagement-focused ads are captivating one-minute tutorial videos. They don’t generate many sales on their own… but they tee things up for the second ad type to drive home the sale. More on that in a bit. The tutorial ads start by promising tips or solutions for photography techniques. No speaking — just text banners and music. The videos get very specific, showing exactly what to do in each step. They even use custom animations to simulate where your finger should go. They show the final result to prove their tips work (and get viewers excited about making similar videos). The ad closes with a CTA and a time-limited discount. The urgency generated by the deadline increases clickthrough rate. These tutorial ads get high engagement, which means IPS pays less to reach more people. They also warm people up to the brand, which improves conversions on their “close ads” that go directly for a sale. These are the money ads — they convert the best and make IPS the bulk of their money. IPS crafts these in a very specific way — pay close attention. They start with quotes from people who took the course. The ad can go in a few different ways after that. Some ads simply show an urgency-focused CTA to buy right after the quotes… …while others take a little more time to explain the course and push the discount. Again, these use music and text overlays, with short sentences that use open hooks to keep people watching. There are two more essential elements I want to point out: - If you watch their close ads, you’ll see they reuse the same clips in different orders to create brand new ads. Work smart, not hard. 😉 - The urgency boosts sales massively. Viewers only have until midnight to claim the 80% discount, and that kind of push to buy is more effective than the best copywriter. Alright, so they clearly kill it with ads… …but ads alone aren’t enough to make millions. They get people to your website, but you still need to convince visitors to buy. I spent a few hours analyzing their sales page. Below are the most effective elements you can copy. 🎯 The landing page At the top is a sticky discount timer. This constantly reminds readers of the urgency. The headline hooks you by making you think about how good you'll feel when others are impressed by your videos. The sub-headline introduces the core offering: a “proven formula for captivating iPhone videos.” The copy is short and direct, with one line per sentence. The page has a minimalist design but lots of cool animations and effects. It’s very apple-esque. The core sales message conveys that there’s a secret to great videos, and they can teach you the secret. They show professional images of the course and possible results. A money-back guarantee eases buying friction. The pricing — already presented as an 80% discount — is made even more appealing with a payment plan. This is a classic example of impulse buy pricing. By contrasting the $19 monthly payment against the "original" price of $245, it looks like a huge bargain, enticing visitors to make a quick, impulsive purchase. Testimonials show third-party proof of results. They go for the close with the “You’ve got 2 options” tactic. Stay mediocre and lose treasured memories… or buy the course. An FAQ section reduces buying friction by addressing common concerns. And the page ends with a final CTA to buy. The money-back guarantee is placed above and below the CTA. Once they click buy, the job’s done, right? Nope. Many people will initiate the purchase… but getting them to actually pay can be like pulling teeth. Fortunately, IPS has a solution for that as well. 🛒 Streamlined checkout flow IPS has a simple and pain-free checkout process. Once you click “Get Started,” you aren’t redirected to a checkout page. Instead, you see a pop up that asks for your email. This lets them follow up if you don’t buy — doing this can save you a boatload in lost sales. Add your email, and a payment pop up appears. You can choose a one-time payment or a 3-month payment plan — this converts people who can’t afford the full price upfront. And that’s it. Short, right? The fewer steps in your checkout process, the better. This last section is the most fun — it shows how they triple profits with a 1-click upsell. 🤑 A relevant upsell The best time to sell someone something is right after they’ve bought a similar product. They’re in the buying mood, and you can capitalize with a complementary offer. IPS leverages this by offering a $99 iPhone Editing course — highly relevant to people who just bought an iPhone Video course. It has a similar sales page structure with a 1-click upsell flow. And there you have it. That Facebook ad → sales page → upsell process — along with a great product — can earn millions per year. To dive deeper into IPS’s sales strategy, watch our podcast episode where Mark and I break everything down in more detail. 👉 [Watch now.]( [Watch the video on Youtube]( Gael Breton Co-Founder of Authority Hacker P.S: I'd love to hear back from you, do you enjoy these kinds of breakdown? Do you want more? Reply to this email and let me know! 🤩 Do you want more? 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