Launch vs Evergreen

Launch vs. Evergreen: Which Ad Strategy Is Right for Your Coaching Business?

Every coach hits this fork in the road: Should I run launch-based ad campaigns or set up an evergreen funnel that works on autopilot?

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The answer? It depends. But here’s what I know from running millions in ad spend at Right Hand Social for coaches and course creators:

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• Launch ads can produce fast cash injections and momentum.
  
  
• Evergreen ads create scalable, predictable revenue (when done right).
  

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The real magic happens when you know when to use which — and how to structure your ad campaigns to support both.

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This post breaks it all down. Let’s find the best path for your business (and your sanity).
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First, What Do We Mean by Launch vs. Evergreen?

Launch Strategy:

• Ads run for a short window (5-14 days, sometimes longer)
  
  
• Promotes a webinar, challenge, or open-cart offer
  
  
• Big urgency (cart closes, spots limited)
  
  
• Usually paired with a live event or promo
  

Evergreen Strategy:

• Ads run 24/7
  
  
• Leads enter an automated funnel
  
  
• Same offer presented on a rolling basis
  
  
• Uses tools like EverWebinar, Deadline Funnel, or Kajabi Evergreen Pages
  
  

🚨 Important: Evergreen does NOT mean "set it and forget it." It still needs optimization and new creative.

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Pros & Cons of Launch Ads

Pros:

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• Create urgency + excitement
  
  
• Great for new offers or big promos
  
  
• Can produce fast cash
  
  
• Easier to align with email list, content, and social media

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Cons:

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• Revenue rollercoaster
  
  
• Require constant prep and energy
  
  
• Fatigue for you and your list
  
  
• Limited ad optimization time (small window)
  
  

One coach we worked with did quarterly live launches. Ads performed well, but she was exhausted. We moved her to a hybrid model (launch + evergreen) and revenue doubled without doubling her workload.

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Pros & Cons of Evergreen Ads

Pros:

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• Predictable lead flow and sales
  
  
• Easier to scale
  
  
• Less stress and time-bound pressure
  
  
• Great for cold traffic

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Cons:

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• Needs more testing to dial in
  
  
• Less urgency (unless you create it)
  
  
• Harder to track real-time response
  
  

Evergreen works best with validated offers and proven messaging. If your funnel’s not converting cold leads yet, fix that first.

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When to Use Launch Ads

You're a good fit if:

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• You're selling a group program with set start dates
  
  
• You love live teaching or event energy
  
  
• You want fast, high-volume revenue pushes
  
  
• You have a warm list to activate
  

Ad Strategy for Launches:

1. Cold traffic to registration page (webinar, challenge, etc.)
   
   
2. Email reminders + retargeting to boost attendance
   
   
3. Follow-up ads during cart open window (urgency, testimonials, FAQs)
   
   

✅ At Right Hand Social, we map out pre-launch, launch, and post-launch ad campaigns that align with your emails and event schedule.

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When to Use Evergreen Ads

You're a good fit if:

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• Your offer is proven (webinar > call > sale works)
  
  
• You want consistent leads and sales year-round
  
  
• You’re done with launch fatigue
  
  
• You want to spend more time coaching, less time promoting
  

Ad Strategy for Evergreen:

1. Cold traffic to automated webinar or lead magnet
   
   
2. Email nurture + retargeting with urgency triggers (expiring bonuses, rolling deadlines)
   
   
3. Segmented retargeting ads based on page visits, watch behavior, and actions
   
   

🎯 We often build evergreen webinar funnels inside Kajabi, EverWebinar, or via custom tech stacks for our clients.

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Hybrid = The Sweet Spot

This is where the magic happens.

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Hybrid Funnel Strategy:

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• Use evergreen ads year-round to fill your pipeline
  
  
• Run launches 2-4x per year for revenue spikes and re-engagement

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How it looks:

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• Evergreen webinar runs all year
  
  
• Launches offer bonuses, deeper support, or group start dates
  
  
• Ads rotate between evergreen and launch modes
  
  

We’ve helped clients build evergreen systems that break even (or better) on ad spend, then make all the profit during launches. That’s how you scale sustainably.

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Which One Is Right For You?

Ask yourself:

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• Do I have a warm audience or email list already?
  
  
• Is my funnel tested with cold traffic?
  
  
• Do I want to scale now or stabilize first?
  
  
• Do I thrive in launches or feel drained?
  
  

You can always start with launch ads, gather data, and evolve to evergreen when your funnel is proven.

Or, if you already have sales coming in organically, build an evergreen funnel and turn paid ads into a predictable sales engine.

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Final Thoughts: What We Recommend at Right Hand Social

There’s no one-size-fits-all. But in our experience:

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• New coaches often start with a launch (to build buzz and validate).
  
  
• Established coaches often move to evergreen (for sanity + scale).
  
  
• Savvy coaches combine both and dominate their niche.
  
  

We specialize in mapping these strategies, running the ads, and optimizing for conversions every step of the way.

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Need help deciding what fits your business?

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👉 Book a Free Ad + Funnel Strategy Call with Right Hand Social.

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We’ll look at your goals, your offer, your audience, and help you map out the best ad approach to scale.

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TL;DR:

• Launch ads = hype + fast cash, but burnout risk
  
  
• Evergreen ads = consistency + scale, but need testing
  
  
• Hybrid = best of both worlds
  
  

Let’s figure out what works for your growth.

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👉 [Book your strategy call now]

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Thanks for following this blog series! Need a refresher? Check out the rest of the Right Hand Social Blog for posts on:

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• Fixing broken ads
  
  
• Webinar funnel optimization
  
  
• Smart ad scaling strategies
  
  
• Retargeting that doesn’t feel creepy
  
  

Let’s scale your offer — together.

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