1
Strategic Context & Realistic Expectations
SETTING REALISTIC EXPECTATIONS — READ FIRST
Paid media for a free lead-generation offer in LatAm can generate strong volumes at reasonable CPL. However, several factors moderate the projections in this plan:
- Two-step funnel. Users land on page 1 (the free course offer), then proceed to page 2 to complete the opt-in. Not all visitors will advance — only those with genuine interest.
- Qualifying form + email verification. The opt-in form asks important qualifying questions and requires email verification. This improves lead quality but reduces raw volume. Estimated opt-in rate: 8–15% of landing page traffic.
- Learning phase: max 6 weeks. Campaigns begin in algorithm learning mode — CPL will be 30–50% higher than steady state. Decisions should not be made on Week 1–2 data alone.
- Revenue lag. Education upsells (£500–£3,000) require a 6–12 week trust-building nurture cycle. JT Markets funded accounts require 4–8 weeks from lead to live trader. Month 1–2 revenue will be near zero.
- Lead quality over volume. The qualifying form pre-selects motivated traders. A smaller pool of better-qualified leads will outperform a large pool of unqualified sign-ups in the long run.
Colombia — Market Snapshot
Population: 52M | Urban: Bogotá, Medellín, Cali
CPL expectation: £20–£42 (learning, 6 wks), £13–£22 (steady state)
Mobile traffic: 88%+
Dominant platforms: Instagram, Facebook, YouTube, WhatsApp
Tone: Aspirational, community-oriented. Regional dialect: "plata" — informal register works well.
Key insight: Lower CPM/CPC than Mexico — higher volume at lower cost. Strong starting market.
Mexico — Market Snapshot
Population: 130M | Urban: CDMX, Guadalajara, Monterrey
CPL expectation: £29–£63 (learning, 6 wks), £18–£35 (steady state)
Mobile traffic: 85%+
Dominant platforms: Facebook, YouTube, WhatsApp, TikTok (growing fast)
Tone: Value-conscious; formal register more respected in finance. "Lana" acceptable in casual creative.
Key insight: Larger market but higher CPCs and more competition. YouTube video creative is essential here.
2
Budget Structure & Channel Allocation
Month 1 — Learning PhaseAt £250/day per country, the monthly investment is approximately £7,500 per country (£15,000 total). The recommended split is 70% Meta / 30% Google during the learning phase — Meta drives volume at low CPM, Google captures high-intent search traffic and builds remarketing audiences via YouTube.
Google Ads + YouTube
£75/day per country
Search — High Intent Keywords
£40/day | Goal: Capture active searchers
Captures people actively searching for forex education. Highest intent, lowest volume. All clicks direct to join.fmc.academy/es-gratis.
YouTube Pre-Roll
£25/day | Goal: Brand awareness + remarketing pool
15-sec non-skippable + 30-sec skippable ads. Builds warm audiences for retargeting. Essential in Mexico where YouTube consumption is very high.
Display Retargeting
£10/day | Goal: Recover non-converting visitors
Targets anyone who visited the landing page but did not complete the opt-in form. Urgency-led messaging: "Tu lugar sigue disponible."
Funnel flow: Ad click → join.fmc.academy/es-gratis (free course offer page) → user proceeds to join.fmc.academy/es-order (opt-in form with qualifying questions + email verification) → confirmed lead enters HeroCRM.io nurture pipeline. No native lead forms are used — all traffic goes through the landing page.
Phase 2 channels (Months 3–5): Once the core Meta + Google funnel is proven, TikTok Ads will be introduced to reach a younger LatAm audience at very low CPM. LinkedIn Ads may also be tested for targeting finance professionals and business owners with higher income and investment capacity — though CPL will be significantly higher.
3
Ad Creative Strategy
Format Priority (by platform)
| Format | Platform | Priority | Why |
|---|---|---|---|
| Reels / Short Video (≤30s) | Instagram + Facebook | ⭐ Highest | Lowest CPM in LatAm, native to mobile behaviour, algorithm-favoured |
| 15-sec Non-Skippable Pre-Roll | YouTube | ⭐ Highest | Forces the hook — first 5 seconds determine everything. Critical for Mexico. |
| Single Image — Bold Headline | Facebook + Instagram Feed | High | Low production cost, fast to A/B test at scale |
| Carousel — Course Modules | Facebook Feed | Medium | Shows course depth, builds perceived value of free offer |
| 30-sec Skippable Pre-Roll | YouTube | Medium | Warm/retargeting audiences only |
| Stories (9:16 vertical) | Instagram + Facebook | Medium | Low CPM, high mobile engagement, direct response |
Hook Variations to A/B Test — Month 1
| # | Hook Type | Opening Line — Spanish | English Translation | Angle |
|---|---|---|---|---|
| A | Authority | "Este curso tiene acreditación CPD internacional — y es completamente gratis." | "This course has international CPD accreditation — and it's completely free." | Credibility-first; ideal for sceptical audiences distrustful of financial offers |
| B | Curiosity | "Lo que los brokers no quieren que sepas sobre el mercado Forex..." | "What brokers don't want you to know about the Forex market..." | Pattern interrupt, high CTR — use carefully, ensure compliance review before running |
| C | Social Proof | "Miles de traders en Colombia ya están tomando este curso certificado — gratis." | "Thousands of traders in Colombia are already taking this certified course — free." | FOMO + local relevance. Adapt "Colombia" to "México" per country. |
| D | Problem–Solution | "¿Perdiste dinero operando en Forex? Este curso gratuito cambia todo." | "Lost money trading Forex? This free course changes everything." | Resonates with experienced but struggling traders — strong emotional hook |
| E | Direct Offer | "Reclama tu curso de Forex 100% gratis y certificado — sin tarjeta de crédito." | "Claim your 100% free certified Forex course — no credit card required." | Clearest, lowest-friction message for cold audiences. Strong call to action. |
Creative rule: Never imply guaranteed returns or income. Lead with FREE and CERTIFIED — these two words carry the weight. All video ads must comply with Meta Financial Services ad policies and Google's financial products guidelines. Apply for verified advertiser status on both platforms before launch.
4
Realistic Lead Volume Projections
How these numbers are calculated: Ad spend drives traffic to the landing page. Of all visitors who land on page 1, an estimated 8–15% ultimately complete the qualifying opt-in form on page 2 (including email verification). This 8–15% is the overall conversion rate from ad click to confirmed lead. CPL = total spend ÷ total confirmed leads.
Colombia — Monthly Lead & CPL Projections
| Period | Daily Budget | Est. CPL | Est. Monthly Leads | Course Activation* | Notes |
|---|---|---|---|---|---|
| Learning Phase (≤6 wks) | £250 | £20–£42 | 180–380 | 25–35% | Algorithm warm-up, creative testing, higher CPL — do not optimise based on Week 1 data |
| Month 2 | £250 | £14–£22 | 340–535 | 30–40% | Winning creatives identified, retargeting audiences building, LAL audiences activating |
| Month 3 | £350 | £13–£19 | 550–800 | 35–45% | First scale — proven creative × budget increase, Performance Max layered in |
| Month 6 | £600 | £11–£17 | 1,050–1,600 | 40–50% | TikTok Ads added, strong LAL pools, mature retargeting, optimised nurture sequences |
| Month 12 | £1,000 | £9–£15 | 2,000–3,300 | 45–55% | Full channel diversification, brand recognition building, organic referrals supplementing paid |
Mexico — Monthly Lead & CPL Projections
| Period | Daily Budget | Est. CPL | Est. Monthly Leads | Course Activation* | Notes |
|---|---|---|---|---|---|
| Learning Phase (≤6 wks) | £250 | £29–£63 | 120–260 | 22–32% | More competitive market — higher baseline CPL. More creative testing iterations needed. |
| Month 2 | £250 | £20–£35 | 210–375 | 28–38% | YouTube gaining traction — video creative critical in this market |
| Month 3 | £350 | £18–£28 | 375–580 | 33–43% | TikTok test budget introduced, LAL audiences from Month 1–2 leads |
| Month 6 | £600 | £15–£23 | 780–1,200 | 40–50% | Broad creative diversity contributing — Reels, Stories, Search, YouTube all active |
| Month 12 | £1,000 | £12–£20 | 1,500–2,500 | 45–55% | Strong brand presence in market. Referral traffic supplementing paid. |
* Course Activation = % of opt-in leads who log in and engage with at least one module. This is the most critical downstream metric — it determines all subsequent conversion probability. If activation falls below 20%, audience targeting (not budget) needs review first.
5
Revenue & Return Projections — Both Countries Combined
CONVERSION RATE ASSUMPTIONS
- Education upsell rate: 0.5–1.5% of total confirmed leads, emerging only after 6–10 weeks in nurture. Blended average deal value used: £900 (range £500–£3,000). Near-zero in Month 1.
- JT Markets funded account rate: 1–2.5% of activated (course-engaged) leads fund a live trading account. Revenue model: flat £100 per qualifying funded account. Qualification criteria to be confirmed — see Section 6a for discussion.
- Time lag: Revenue is mapped to the month it is likely realised, not the month the lead was acquired. A Month 1 lead may convert in Month 3 or 4.
| Period | Monthly Leads (Both) | Monthly Spend | Edu Upsells | Edu Revenue | JTM Accounts | JTM Revenue | Total Revenue | Net Position |
|---|---|---|---|---|---|---|---|---|
| Month 1 (6-wk learning) | 300–640 | £15,000 | 0–1 | £0–£900 | 0 | £0 | £0–£900 | −£14,100 to −£15,000 |
| Month 2 | 550–910 | £15,000 | 2–6 | £1,800–£5,400 | 2–8 | £200–£800 | £2,000–£6,200 | −£8,800 to −£13,000 |
| Month 3 | 925–1,380 | £21,000 | 5–14 | £4,500–£12,600 | 6–20 | £600–£2,000 | £5,100–£14,600 | −£6,400 to −£15,900 |
| Month 6 | 1,830–2,800 | £36,000 | 15–40 | £13,500–£36,000 | 20–60 | £2,000–£6,000 | £15,500–£42,000 | −£20,500 to +£6,000 |
| Month 12 | 3,500–5,800 | £60,000 | 40–110 | £36,000–£99,000 | 55–150 | £5,500–£15,000 | £41,500–£114,000 | −£18,500 to +£54,000 |
Month 1–3 is investment, not loss. The funnel produces no meaningful revenue in the first 60 days under any realistic scenario. The accumulated lead database — and the nurture pipeline working on it — is what generates return from Month 3 onwards. A minimum 3-month commitment is required before conclusions on viability can be drawn.
Upside (Month 12+): Cumulative leads by Month 12 will total 20,000–35,000 across both countries. A premium course tier (£2,000–£3,000) marketed to this engaged audience significantly increases blended revenue per upsell and could push monthly education revenue well beyond the projections above.
6
Post-Lead Nurture Sequence — Email · WhatsApp · SMS · Sales
All automated via HeroCRM.io
The ads generate leads. The nurture sequence — and the sales team — generate revenue. All automated touchpoints (email, WhatsApp, SMS) are managed through HeroCRM.io. Sales team calls are triggered by timeline and by engagement signals within HeroCRM.io. This sequence must be built and tested before any ad spend begins.
Day 0
Immediate
Immediate
Welcome + Course Access
Triggered instantly on form submission. Email delivers course login credentials and direct link. WhatsApp message: "Welcome to Forex Master Class! Your free certified course is ready. Click here to get started: [link]". SMS confirmation for those who provided a mobile number. Instructor video message (if available) dramatically improves activation rates.
Goal: First login and activation
Day 1
"Have you started? Here's a key insight from Module 1."
Email delivers a compelling teaser from the first module — enough to demonstrate value, not enough to satisfy curiosity. WhatsApp check-in: "Hey [Name], just making sure you got access okay. The course is waiting for you! 🎓" Low pressure, high value.
Goal: First lesson completion
Day 2–3
📞 CALL
📞 CALL
Welcome Call — Relationship Start
Purpose: Build rapport early, confirm platform access, answer any questions. No pitch — this call is purely about making the lead feel welcomed and supported.
Trigger: All new leads within 48 hours of registration.
Script approach: "Hi [Name], I'm calling from Forex Master Class — just wanted to personally make sure you got access to your course and everything is working okay for you. Have you had a chance to log in yet?"
If they haven't logged in: Troubleshoot access, re-send the link, remind them of the value. Do not pitch.
If they have: Ask what they thought of Module 1. Share enthusiasm. Mention that the team is available if they have questions.
Trigger: All new leads within 48 hours of registration.
Script approach: "Hi [Name], I'm calling from Forex Master Class — just wanted to personally make sure you got access to your course and everything is working okay for you. Have you had a chance to log in yet?"
If they haven't logged in: Troubleshoot access, re-send the link, remind them of the value. Do not pitch.
If they have: Ask what they thought of Module 1. Share enthusiasm. Mention that the team is available if they have questions.
Goal: Activate the lead + human connection established
Day 5
Module 1 Progress Tip + Student Success Story
Email shares a key takeaway from Module 1 framed as a practical insight (e.g. a common beginner mistake, now corrected). WhatsApp shares a brief testimonial — ideally from a Colombian or Mexican trader who completed the free course. Builds trust and frames the broader FMC ecosystem.
Goal: Trust-building + course engagement
Day 7
JTM
JTM
JT Markets Introduction — "Ready to Practice?"
Soft introduction to JT Markets as the natural next step after learning. Email: "You've been learning the theory — here's where you can practise risk-free with a professional demo account." WhatsApp: short video or graphic showing the demo platform. SMS nudge: "Your FMC course includes access to a free professional trading demo. Open yours here: [JTM UTM link]". No hard sell — this is positioned as a logical extension of their education.
Goal: JT Markets demo account registration
Day 9–10
📞 CALL
📞 CALL
Progress Check + Forex Roadmap Offer
Purpose: Course re-engagement and JT Markets demo activation.
Trigger: All leads who have not yet opened a JT Markets demo account (visible in HeroCRM.io via UTM tracking).
Script approach: "Hi [Name], how are you getting on with the course? A lot of our students find it really helpful to practise what they're learning on a demo account at the same time. I'd also love to offer you a complimentary 30-minute Forex Roadmap session with one of our specialists — completely free, no obligation. They can help you create a personalised trading plan based on where you are right now."
Offer: Free Forex Roadmap planning session (high-value touchpoint, strong conversion lever for later upsells).
Trigger: All leads who have not yet opened a JT Markets demo account (visible in HeroCRM.io via UTM tracking).
Script approach: "Hi [Name], how are you getting on with the course? A lot of our students find it really helpful to practise what they're learning on a demo account at the same time. I'd also love to offer you a complimentary 30-minute Forex Roadmap session with one of our specialists — completely free, no obligation. They can help you create a personalised trading plan based on where you are right now."
Offer: Free Forex Roadmap planning session (high-value touchpoint, strong conversion lever for later upsells).
Goal: JT Markets demo activation + Roadmap session booked
Day 12
Course Halfway — Progress Check-In
Celebrate progress. Tease what's covered in the second half of the course. For leads who have not opened the course yet, trigger a separate re-engagement sequence from HeroCRM.io with a different subject line (e.g. "We saved your place — but it won't last forever"). WhatsApp: brief motivational message with a course highlight.
Goal: Re-engagement of inactive leads
Day 14
Live Webinar Invitation
Invite to a free live trading session with the FMC instructor. This is a high-leverage conversion event — live webinars with a direct offer at the close are the primary driver of education upsells in this model. Email is primary delivery. WhatsApp follows 24 hours later as a reminder. SMS the morning of the webinar. Ensure the webinar registration link is UTM-tagged.
Goal: Webinar attendance (primary conversion precursor)
Day 15–16
📞 CALL
📞 CALL
Post-Webinar Follow-Up (Webinar Attendees Only)
Purpose: Strike while the iron is hot — attendees have just seen the advanced content pitch and are at peak interest.
Trigger: HeroCRM.io tag applied to webinar registrants who attended. Call within 24 hours of the webinar.
Script approach: "Great to see you at the session! Did you have any questions about what was covered? We have a special offer for webinar attendees on the advanced programme — are you open to hearing about it?"
If interested: Walk through the advanced course benefits, pricing, and payment plan options.
If not ready: Offer the free Forex Roadmap session as the next step. Plant the seed.
Trigger: HeroCRM.io tag applied to webinar registrants who attended. Call within 24 hours of the webinar.
Script approach: "Great to see you at the session! Did you have any questions about what was covered? We have a special offer for webinar attendees on the advanced programme — are you open to hearing about it?"
If interested: Walk through the advanced course benefits, pricing, and payment plan options.
If not ready: Offer the free Forex Roadmap session as the next step. Plant the seed.
Goal: Education upsell (£500–£3,000)
Day 21
First Education Upsell Offer
Present the paid advanced course. Acknowledge they've completed the free content. Position the next level as the difference between understanding and doing. Include a time-limited discount, payment plan option, and strong social proof from advanced course graduates. WhatsApp: short, conversational message — not a hard sales pitch.
Goal: Education upsell (£500–£3,000)
Day 23–24
📞 CALL
📞 CALL
Upsell Follow-Up — Roadmap Call Offer
Purpose: Many people need a human conversation before committing to a £500–£3,000 purchase. This call is the closer.
Trigger: All leads who have not purchased the advanced course by Day 23. Prioritise those who opened the Day 21 upsell email (visible in HeroCRM.io).
Script approach: "I noticed you've nearly finished the free course — that's fantastic! I wanted to personally reach out to see if the advanced programme might be a good fit for you. I can also arrange a free Forex Roadmap session so you can speak to a specialist before you commit to anything."
Offer options: (1) Advanced course with payment plan; (2) Free Roadmap planning call; (3) Extended platform trial (30 days) if they need more time to decide.
Trigger: All leads who have not purchased the advanced course by Day 23. Prioritise those who opened the Day 21 upsell email (visible in HeroCRM.io).
Script approach: "I noticed you've nearly finished the free course — that's fantastic! I wanted to personally reach out to see if the advanced programme might be a good fit for you. I can also arrange a free Forex Roadmap session so you can speak to a specialist before you commit to anything."
Offer options: (1) Advanced course with payment plan; (2) Free Roadmap planning call; (3) Extended platform trial (30 days) if they need more time to decide.
Goal: Education upsell close or Roadmap session booked
Day 28–30
JTM
JTM
JT Markets — Fund Your Live Account
For demo account holders: "Your demo results are in — are you ready to trade live? Fund your account and unlock exclusive FMC educational content available only to active JT Markets traders." For those who haven't opened a demo yet: reintroduce JT Markets with a risk-focused angle — "Start with as little as $100. Put what you've learned into practice." All links carry UTM parameters from the original registration.
Goal: JT Markets funded live account
Day 32–34
📞 CALL
📞 CALL
JT Markets Live Account — Final Push
Purpose: Converting demo users to funded live accounts is the key JT Markets revenue trigger.
Trigger: Leads with demo accounts who have not yet funded a live account. Also any upsell non-converters — address both in one call.
Script approach: "How are you finding the demo account? A lot of traders hit a point where they feel ready — sometimes you just need that extra nudge. When you fund your live account, you'll also get exclusive access to our advanced content library as an active JT Markets trader."
Offer options: (1) Extend demo account by 30 days for those who need more time; (2) Offer a free 1-to-1 support session to walk through their first live trade; (3) Outline the exclusive education content they unlock on funding.
Trigger: Leads with demo accounts who have not yet funded a live account. Also any upsell non-converters — address both in one call.
Script approach: "How are you finding the demo account? A lot of traders hit a point where they feel ready — sometimes you just need that extra nudge. When you fund your live account, you'll also get exclusive access to our advanced content library as an active JT Markets trader."
Offer options: (1) Extend demo account by 30 days for those who need more time; (2) Offer a free 1-to-1 support session to walk through their first live trade; (3) Outline the exclusive education content they unlock on funding.
Goal: JT Markets funded account (£100 revenue per account)
Day 45+
Long-Term Nurture — Weekly Content + Engagement Signals
Weekly email newsletter: market insights, trading tips, community highlights. Monthly WhatsApp check-in for engaged non-converters. Sales team ad-hoc outreach triggered by engagement signals in HeroCRM.io — e.g. if a lead re-opens the platform, clicks a pricing email, or re-engages with content after a period of inactivity. Non-converters in Month 1 may convert in Month 6 with consistent, non-aggressive nurture. Never go fully dark on a qualified lead.
Goal: Long-term lifetime value — always be nurturing
6a
JT Markets Partnership — Tracking & Qualification
All JT Markets referrals are tracked via UTM parameters carried from the original FMC registration through the HeroCRM.io pipeline. No separate IB link management is required — UTM data identifies the lead source throughout the funnel.
Revenue model: £100 flat per qualifying funded account. The definition of "qualifying" is a key decision point:
Option A — Balance-Based Decision Required
- Trigger: Lead deposits a minimum threshold (e.g. $100 USD) into a live JT Markets account
- Pro: Simple to track, immediate payout trigger, low friction for the lead
- Con: Risk of deposit-and-withdraw without genuine trading activity — the account does not become commercially valuable for JTM
- Mitigant: Add a minimum 30-day active account hold period before the £100 is triggered
Option B — Volume-Based Decision Required
- Trigger: Lead completes a minimum number of trades (e.g. 1 standard lot traded within 60 days of account opening)
- Pro: Ensures an active, commercially valuable trader — better aligned with JTM revenue
- Con: Slower to qualify, harder to track without JTM backend data access, longer time to earn referral fee
Recommended: Hybrid Approach
- Trigger: Minimum deposit (e.g. $100) AND at least one trade placed within 30 days of account funding
- This ensures both intent (deposit) and activity (first trade) — the lead is a real trader, not a curiosity sign-up
- Tracking: UTM from registration → HeroCRM.io pipeline tag → JTM account confirmation → £100 logged
Exclusive FMC Content for JTM Funded Traders
- Funded JT Markets traders unlock a dedicated FMC content library — advanced educational resources not available in the free course
- This incentivises account funding, increases perceived value of JTM, and deepens the FMC relationship
- Decision needed: Define which content is unlocked and the mechanism for granting access (e.g. JTM account number verified in HeroCRM.io portal)
7
Scaling Framework — Phase by Phase
Phase 1 — Max 6 Weeks
Validate & Learn
£250/day
per country · ~£15,000/mo total · 70/30 split
- Launch 5 creative variants per platform
- Kill any creative with CPL >2× target after £75 spend
- Identify winning hook, format, and audience
- Apply for Meta Financial Services ad category
- Apply for Google Financial Services certification
- Finalise HeroCRM.io nurture automation (Days 0–45)
- Train sales team on call scripts and HeroCRM.io triggers
- Establish CPL baseline benchmarks per country
Phase 2 — Months 2–5
Optimise & Scale
£350–£500/day
per country · ~£21,000–£30,000/mo
- Scale winning creatives 2–3×
- Activate Lookalike audiences (1%, 2%, 5%)
- Launch Google Performance Max campaign
- Introduce TikTok Ads (test £20/day per country)
- Test LinkedIn Ads for higher-income professional segment
- Retargeting using course engagement signals from HeroCRM.io
- First monthly webinar-based upsell event cycle
- Review opt-in form conversion rate — consider A/B testing form length
Phase 3 — Month 6+
Diversify & Dominate
£600–£1,000/day
per country · £36,000–£60,000/mo
- Full TikTok Ads integration (large LatAm audience, very low CPM)
- YouTube Shorts series — organic + paid hybrid content
- Programmatic display via Google DV360
- Expand to new audiences: SMB owners, crypto-to-forex crossover
- Weekly webinar rhythm embedded in nurture pipeline
- Develop £2,000–£3,000 premium course tier
- Review and optimise JTM UTM attribution data with 6 months of history
Scaling Decision Rules
| Metric | Scale — Green | Hold — Amber | Review / Kill — Red |
|---|---|---|---|
| CPL — Colombia | Below £20 | £20–£30 | Above £30 sustained after learning phase |
| CPL — Mexico | Below £32 | £32–£45 | Above £45 sustained after learning phase |
| Course Activation Rate | Above 30% | 20–30% | Below 20% — review targeting, not budget |
| Edu Upsell Rate (of activated) | Above 1.5% | 0.5–1.5% | Below 0.5% after 90 days — review nurture + sales scripts |
| JTM Funded Account Rate (of activated) | Above 2% | 0.5–2% | Below 0.5% after 60 days — review JTM intro messaging |
| Individual Creative CPL | Below 1.5× average | 1.5–2× average | Above 2× average — pause immediately |
8
Setup & Compliance — Current Status
Technical Setup
Meta Ads account created and configured (free tier)
Google Ads account created and configured (free tier)
Google Analytics 4 — installed and tracking
Google Tag Manager — installed on all pages
Google Ads conversion tracking — configured
Meta Pixel — installed and verified
WhatsApp Business — connected to HeroCRM.io for FMC
Meta Conversions API (CAPI) — server-side setup in progress
Education upsell store — in progress
HeroCRM.io nurture sequences (email, WhatsApp, SMS, Days 0–45) — in progress
UTM tracking for JT Markets referral attribution — set up and test end-to-end before launch
Sales team call scripts and HeroCRM.io trigger training
Compliance & Approvals
Meta Financial Services Special Ad Category application — in progress
Google Financial Services certification — in progress
Risk disclaimers — live on landing page and opt-in form
Single ad account covering both Colombia and Mexico — confirmed
GDPR consent — captured at opt-in form and documented
JT Markets referral tracking — UTM-based method confirmed
Recommendation: Do not scale ad spend beyond the learning phase budget until the HeroCRM.io nurture sequences and sales team call protocols are fully live. Leads generated before nurture is operational will have significantly lower lifetime value — the CPL will be real, but the downstream revenue will not materialise.
9
Current Launch Status
Ready to Launch
Landing page live: join.fmc.academy/es-gratis
Opt-in page live: join.fmc.academy/es-order
Initial ad creative ready to publish on Meta (Facebook + Instagram)
Initial ad creative ready to publish on Google (Search + YouTube)
GA4 and conversion tracking live
WhatsApp Business connected and ready
Pending Before Full Launch
HeroCRM.io full nurture sequences (email, WhatsApp, SMS automation)
Education upsell store and payment flow
Sales team briefed on call scripts, timing, and HeroCRM.io triggers
JT Markets UTM tracking tested end-to-end before first ad spend
JTM funded account qualification criteria agreed (balance vs. volume vs. hybrid)
Exclusive FMC content library for JTM funded traders — defined and gated
Suggested approach: Ads can go live now at a reduced test budget (£50–£75/day per country) to begin generating data and building the retargeting pool. Keep full spend paused until nurture sequences are operational. This way the algorithm begins learning and initial creative testing begins — but no lead is left without follow-up.
10
KPI Dashboard — Learning Phase Targets
First 6 weeksColombia
£7,500Monthly Spend£250/day · 70/30 split
180–380Target Leads (Month 1)8–15% opt-in rate assumed
£20–£42Expected CPLHigher during algorithm learning
25–35%Course Activation TargetEngaged with 1+ module
0–1Education UpsellsRevenue lag — near zero Month 1
5+Creative VariantsIdentify 1–2 winners by Week 4
Mexico
£7,500Monthly Spend£250/day · 70/30 split
120–260Target Leads (Month 1)Higher CPCs than Colombia
£29–£63Expected CPLMore competitive market
22–32%Course Activation TargetEngaged with 1+ module
0Education UpsellsRevenue lag — none expected Month 1
5+Creative VariantsIdentify 1–2 winners by Week 4
11
Technology Stack
| Tool | Purpose | Priority | Est. Monthly Cost |
|---|---|---|---|
| Meta Ads Manager | Facebook + Instagram campaign management, audience building, creative testing | Essential | Included in ad spend |
| Google Ads | Search, YouTube, Display, Performance Max — all campaigns | Essential | Included in ad spend |
| HeroCRM.io | All-in-one CRM — email, SMS, WhatsApp automation, lead nurture sequences, pipeline management, sales team triggers, JTM referral tracking, upsell store | Essential | Existing subscription |
| Google Analytics 4 | Cross-channel attribution, behaviour analysis, conversion goals | Essential | Free |
| Google Tag Manager | Tag and conversion event management without developer dependency | Essential | Free |
| TikTok Ads Manager | Phase 2 — large LatAm audience, very low CPM, strong video creative format | Phase 2 | Included in ad spend |
| LinkedIn Ads | Phase 2 test — higher-income professional segment, higher CPL but better-qualified leads | Phase 2 (optional) | Included in ad spend |
| Canva Pro | Static creative production, fast iteration and A/B variant creation | Medium | £13/mo |
12
Google Search Keyword Strategy Optional — Recommended
Search keywords are optional at launch — YouTube pre-roll and Display can run without a Search campaign. However, Search is strongly recommended as it captures the highest-intent prospects who are actively looking for forex education. It should represent approximately £40/day of the Google budget per country.
Target Keywords (Spanish)
| Keyword | Match | Intent |
|---|---|---|
| curso de forex gratis | Exact | High |
| aprender forex | Exact | High |
| curso de trading gratis | Phrase | High |
| trading para principiantes | Phrase | Medium |
| cómo invertir en forex | Phrase | High |
| curso forex certificado | Exact | High |
| aprender a tradear desde cero | Phrase | High |
| educación financiera gratis | Phrase | Medium |
| invertir en divisas | Broad | Medium |
Negative Keywords (Add Day 1)
| Negative Keyword | Reason |
|---|---|
| estafa / scam | Fraud-seekers, not students |
| señales gratis / free signals | Wrong intent |
| robots / bots / EA | Algorithmic trading — different audience |
| trabajo desde casa | Job-seekers, not traders |
| ganar dinero rápido | Get-rich-quick mindset — poor LTV |
| criptomonedas / Bitcoin | Crypto audience — different product |
| YouTube / gratis YouTube | Seeking free YouTube content only |