Module 1 — Introduction
1 lesson · 1 minA one-minute framing. Nothing to lose by skipping.
Recorded course · Marketing · Hindi
Meta Ads Domination
Build a funnel you can explain—and improve.
Connect Meta campaign decisions to funnel stages, creative tests, frequency and business economics, with worked accounts that show what succeeds and what fails.
- Lessons
- 20 lessons
in the curriculum - Duration
- 5h 49m
of recorded lessons - Language
- Hindi
taught by Sahil Khanna - Price
- ₹4,999
incl. GST
01Map02Test03Allocate04Diagnose
Overview
Beyond the ad.
Understand the funnel.
When a campaign struggles, another creative is not always the answer. Learn to read the relationship between your audience, offer, checkout and margins, then decide what to test next.
Give every stage a job, a budget and a measure of success.
He puts ₹63,000 of his own ad spend on screen, and most of it did not work.
Read the full breakdownShow less
The creative test: ₹13,000 spent, eight sales. His verdict, out loud — "the numbers look okay-ish, but I am not satisfied at that level." One creative was carrying the average at ROAS 1.68. Another came in at 0.97, which is a loss. Several returned zero.
Then he opens the campaign nobody talks about. Upsell, to people who had already bought. ₹300 a day. It spent about ₹800 in total. Eight clicks. Frequency 6.81 — a number he tells you to panic about anywhere else in the course. ROAS 16.
That contrast is the course. "The real profit is made on upsell."
This is Meta advertising taught as arithmetic, not as a panel tour.
How much budget goes where: 80% prospecting, around 15% remarketing, 3–5% on testing, and the existing-customer stage budgeted separately because it does not compete with the others. What your minimum daily budget has to be before the numbers mean anything: half your target CPA, so a ₹500 CPA needs at least ₹250 a day. When a creative has earned a verdict: 10,000 impressions, or 1,000 if the budget is tight, and roughly the price of the product spent behind it.
And the number that runs through every module — frequency. Between 1 and 2, branding has done its job and you can move to performance. At 1.7 he says his own account is drifting high. At 3 to 4, CPC starts climbing and vertical scaling is dying. Above 3 on a seven-day window, the audience is exhausted and you pause. Except on that upsell campaign at 6.81, where he explains exactly why the rule does not apply.
The four-stage funnel is the theory spine. Prospecting, warm-up, sales — and then the stage almost everybody misses. Existing customers, offered something better, convert at 30–40%. Adding the stage moves profitability by two to three times. "Consider the funnel as four stages, not three."
And then there are the client stories, which are mostly failures.
A New Year campaign, roughly ₹4 lakh of budget, urgent. The client built the website; his team only ran the ads. Two days of add-to-carts and zero purchases. The payment gateway was broken and nobody had tested the checkout. The rule that comes out of it is one line long and worth the module: test the whole flow yourself before you spend anything.
An ultra-luxury product, one shop in Delhi, around ₹60,000 a unit, with a target of two thousand sales a month. He researched it and found the buyers do not exist in that number. "Having ₹1 crore to spend does not create an audience."
A D2C client whose blended ROAS reached 8 to 9 — and who then refused to raise the budget, so his agency dropped them after six weeks. He explains the economics that forced it, from the agency's side, without flattering himself.
Two things you should know before you start.
This is the most perishable subject in the catalogue and we are not going to pretend otherwise. It was recorded before Meta renamed the objectives, before most of the detailed-targeting options he reads aloud were removed, and before iOS 14.5 changed attribution. Module 2 is a 96-minute click-path tour and much of it will not match your screen. The arithmetic, the funnel, the frequency rules, the testing thresholds and the client diagnostics are all independent of which menu something now lives under. Buy it for those.
He has also sold his agency — he says so on camera. Every client story here is past work, and it is written that way on purpose.
Taught in Hindi.
What you’ll be able to do
Skills you can use
the week you learn them.
- 01
Split a budget across four funnel stages and defend each share — 80% prospecting, ~15% remarketing, 3–5% testing, existing customers funded separately — and set a daily minimum at half your target CPA.
- 02
Read frequency as a decision, not a stat — move to performance between 1 and 2, expect CPC to climb at 3 to 4, pause above 3 on a seven-day window, and recognise the one case where 6.81 is fine.
- 03
Run a creative test that produces a verdict instead of an opinion — at least 10 creatives per audience, one campaign to one ad set to many ads, judged at 10,000 impressions and roughly the product's price in spend, read in the order CPM → CTR → link clicks → CPC → ROAS.
- 04
Build the retargeting audiences that actually reflect intent — top 25% by time on page minus recent purchasers, page views at frequency 3 or more in seven days, buyers from day 31 to 60 — and always, on every one of them, subtract the people who already bought.
- 05
Price a customer before you bid for one — CPA = CPC ÷ conversion rate, AOV = sales ÷ orders, and the condition that has to hold: cost of goods plus marketing under sale price.
- 06
Diagnose a campaign that is "not working" without touching the ad account first — test the checkout, check whether the audience mathematically exists, and check whether the client can afford the customer at all.
Inside the course
From a campaign guess.
To a reasoned next test.
- Step 1Map
- Step 2Test
- Step 3Allocate
- Step 4Diagnose
Module 2 — Ads Manager Overview
3 lessons · 1h 36mThe full walk through Ads Manager, Business Manager, Events Manager, Commerce Manager and Audiences. The most dated part of the course — the panel has since been rebuilt. Watch it for what each object is for, not for where the button sits.
Module 3 — Foundation
7 lessons · 1h 15mThe durable core. Goal and budget arithmetic, audience personas, audience sizing with three worked cases including a kirana store whose entire market is a 1 km radius, and the four-stage funnel with its budget split. The single most useful module in the course.
Module 4 — Warm Up
4 lessons · 51 minTraining the pixel before you spend on sales. Custom audiences off time-on-page percentiles, page-view frequency and Instagram engagement, lookalike seeds ranked by intent, and the creative-testing protocol — with his own ₹63,000 test read out line by line.
Module 5 — Scaling
1 lesson · 10 minVertical against horizontal scaling, and the frequency signal that tells you vertical scaling has stopped working.
Module 6 — Testing and Optimization
1 lesson · 19 minThe calculator lesson: CPA from CPC and conversion rate, AOV, and the chain he wants you to internalise — high CTR gives low CPC gives low acquisition cost.
Module 7 — Advanced Strategies
3 lessons · 1h 36mA 19-campaign copy-paste D2C funnel with recency windows for each stage, then a behavioural-economics lecture on the marketing funnel that never opens Ads Manager once — anchoring, decoy pricing, loss aversion, reciprocity. Two very different lessons; both worth the time.
Curriculum
Every lesson,
before you buy.
The complete lesson list, straight from the course. Lessons marked “App only” play in the Edrilla app for Android and iOS.
Facebook Ad Introduction
Kickstart your journey into Facebook Ads (Meta Ads) with this beginner-to-advanced module. You’ll learn how the Ads Manager works, how to target the right people at the right time with the right message and budget, and how to structure winning funnels. Designed to be easy for newcomers yet valuable for pros, this module builds a strong foundation so you can plan, launch, and scale profitable campaigns with confidence.
- Video: Introduction1 min
Facebook Ads Manager Overview
Master Facebook Ads Manager from the ground up. In this module you’ll learn how the campaign → ad set → ad structure works, pick the right objectives, configure ad-set goals (e.g., landing page views vs. link clicks), build custom and lookalike audiences, and connect your pixel for tracking and optimization. You’ll also tour reporting, billing, Business Settings, user/partner access, and event testing so you can launch, measure, and scale with confidence.
- Video: Ads Manager Overview Part 142 min
- Video: Ads Manager Overview Part 222 min
- Video: Ads Manager Overview Part 332 min
Facebook Ads Foundation
This is your profit-first starter pack for Meta Ads. No fluff. You’ll learn how to set the right goals, pick the right budgets, choose the right audiences, and read the right numbers—so you stop “boosting” randomly and start buying revenue deliberately.
- Video: Foundation: Goal Setting6 min
- Video: Foundation: Understanding KPIs16 min
- Video: Foundation: Selecting Budget4 min
- Video: Foundation: Audience Persona11 min
- Video: Foundation: Understanding Funnel25 min
- Video: Foundation: Interest Selection6 min
- Video: Foundation: Structure6 min
Facebook Ads Warm Up
Kickstart your campaigns the smart way. In this module you’ll “warm up” Meta’s algorithm by installing and verifying the Pixel, creating high-quality custom and lookalike audiences, and feeding Meta the right engagement signals before you scale. You’ll learn practical retargeting based on page visits, time-on-site percentiles, URL rules, frequency filters, Instagram/Facebook engagers, and purchase exclusions—so your ads start optimized from day one. You’ll also map your cold, warm, hot, and customer segments, choose the right offers/creatives for each tier, and set up ethical, data-driven targeting that actually converts.
- Video: Warm Up: Train Your Pixel10 min
- Video: Warm Up: Copy Paste Targeting16 min
- Video: Warm Up: Creatives Framework12 min
- Video: Warm Up: Creative Testing Practical14 min
Facebook Ads: Scaling
Turn winning ads into steady profit by scaling budgets, audiences, and creatives without breaking the learning phase or killing ROAS.
- Video: Scale: Vertical Scaling and Horizontal Scaling10 min
Facebook Ads: Testing and Optimization
Sharpen your Facebook Ads performance with a hands-on module focused on testing and optimization. You’ll learn how to lower CPC, raise conversion rate, and hit profitable ROAS by aligning relevance, competition, frequency, bidding objective, and funnel stage. We’ll also cover the real meaning of ROAS vs reported ROAS, how to calculate and target CPA, and how to lift Average Order Value (AOV) using upsells, cross-sells, and smart offers (e.g., free-shipping thresholds). Finally, you’ll map Day-1 vs Day-30/180 returns to Lifetime Value (LTV) so your scale decisions are grounded in business math—not guesswork.
- Video: Testing and Optimization19 min
Facebook Ads: Advanced Strategies
Level up from “set-and-pray” ads to a full-funnel, D2C-ready system. In this module you’ll learn how to architect campaigns that map to real buying behavior (from awareness to repeat/referral), craft messages that trigger fast, intuitive decisions, and deploy pragmatic D2C tactics like high-intent lookalikes, Advantage+ plus interest stacks, and staged retargeting windows. You’ll also see when (and how) to use scarcity or distinctiveness without eroding trust, and how to keep creative testing focused on what actually moves the needle.
- Video: D2c Strategies36 min
- Video: Marketing funnel34 min
- Video: Andromeda26 min
Is it for you?
Know before
you enrol.
This course is for you if…
- The performance marketer who can build a campaign but not defend a pause. Everything here is a threshold with a reason attached.
- The D2C founder spending their own money and wondering why the first sale never seems to be profitable. He shows you why it usually is not, and where the profit actually is.
- The freelancer running client budgets who has never seen someone else's real account numbers, good and bad, read aloud.
- Anyone who has been told to "test creatives" and never told how many, for how long, or at what spend.
Skip it if…
- Anyone who needs the current Ads Manager interface. Say it plainly: the objectives have been renamed, the targeting options he reads aloud have mostly been removed, and Module 2 is a screen tour of a panel that no longer looks like that. If matching screens is what you need, this course will frustrate you.
- Anyone starting with no pixel and no website. He assumes both. The warm-up module cannot begin without a pixel already installed and firing.
- Anyone who wants server-side tracking, the Conversions API, consent handling or attribution windows. None of those are in this course. After iOS 14.5 they are a large part of the job, and this course predates that conversation entirely.
- Anyone looking for the "Andromeda" lesson to be as documented as the rest. It is 25 minutes of the course and it exists in the product, but nothing anywhere else in the course references it. Go in expecting less signposting there.
- Someone at ₹100 a day. The budget arithmetic assumes you can afford to lose a test.
Practise as you go
Ideas to try
while you learn.
Small exercises that put each module to work on your own business or clients.
- Four-stage funnelSketch prospecting, warm-up, sales and existing-customer stages for a familiar business.
- Creative test planOutline creative ideas and the evidence you would review before judging them.
- Budget rationaleDraft a sample budget allocation and explain the role of each stage.
- Checkout walkthroughTrace a test purchase on a site you control and note where the buying flow could fail.
- Customer-cost worksheetUse sample order values, costs and conversion rates to explore an affordable acquisition cost.
- Frequency reviewUse a sample report to compare frequency with campaign stage and performance.
Sahil KhannaFounder of Edrilla · teaches every course
Your mentor
Learn from someone
who has done the work.
Sahil Khanna ran a digital agency for fourteen years before selling it. The pricing, the campaigns, the client conversations and the mistakes from that work are what Edrilla’s courses are built from.
He teaches every course on Edrilla himself, in Hindi and Hinglish, and each course page tells you plainly what the course covers and who should skip it.
15,000+students taught across platforms
14 yearsrunning an agency, since sold
Hindiand Hinglish, in every course
Pricing
Meta Ads Domination
One price, everything included.
Pay once for the access period shown and learn at your own pace.
Basic
365 days of access
₹4,999
≈ ₹411 a month
- 20 lessons
- 5h 49m of recorded lessons
- Taught in Hindi
- Web, Android and iOS — one account
- Verifiable certificate on completion
Secure checkout with Razorpay — UPI, cards, net bankingPrices include GSTOpens on web, Android and iOS
Questions
Before you
begin.
Anything else? Write to the team and we will help you choose.
Visit the help centreWill the Ads Manager screens match the current version?
Some menus and campaign options have changed since recording. Use the demonstrations for the decision process—funnel structure, economics and testing—and verify current controls in your own account.
Which language are the courses in?
Hindi and Hinglish, with English terms where the industry uses them. Every course page states its language.
How long do I get access?
Access is sold by plan, and every plan states its access period before you pay — for example 30 days, 90 days, a year, or lifetime where the plan says so. Your dates are shown in My learning once you enrol.
Can I learn on my phone?
Yes. Use the same account on the web and in the Edrilla app for Android and iOS, and your progress carries across. Courses are bought on the web or in the Android app, and then open everywhere, including iOS.
How do I pay?
Checkout runs on Razorpay, so you can pay with UPI, cards, net banking or wallets. Prices include GST.
Do I get a certificate?
Certificates for completed courses are issued to your account, and each one has a public verification link anyone can open to confirm it is genuine.
What if a course is not right for me?
Every course page lists who it is for and who should skip it, and shows the full lesson list before you buy. Refunds are handled under our terms of service.
Read the termsI have a question that is not here.
Signed-in students can raise a support ticket from their account. You can also email lapaasindia@gmail.com and the team will reply.
Visit the help centre
Meta Ads Domination
Build a funnel you can explain—and improve.
Start with the first lesson.
Connect Meta campaign decisions to funnel stages, creative tests, frequency and business economics, with worked accounts that show what succeeds and what fails.