VSL Funnel Model
Ads → VSL page → booked call → close · defaults and benchmarks based on 2025/26 Meta data
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Monthly revenue
—
—
Net profit
—
—
ROAS
—
2–4x target
Cost/booked call
—
$150–$300 target
Cost per client
—
—
Traffic
strong
acceptable
weak
CPM
$30
<$35 strong · $35–$50 acceptable · $50+ weak
Outbound CTR
1.4%
<0.9% weak · 1.0–1.6% acceptable · 2%+ strong
Funnel conversions
Application/booking rate
5%
<2% weak · 3–6% acceptable · 8%+ strong
Show rate
60%
<40% weak · 50–65% acceptable · 70%+ strong
Close rate
20%
<10% weak · 15–25% acceptable · 30%+ strong
Offer economics
Daily ad spend
$100
Offer price
$5K
Refund rate
5%
Marketing rev share
10%
Sales rev share
10%
Break-even targets
Closes to break even
—
Min close rate needed
—
Calls to break even
—
Min booking rate needed
—
Funnel — monthly volume
Revenue waterfall — monthly
Unit economics — per client acquired