Oh, I've been exactly where you are - trying to figure out whether to push the low-ticket items or focus on the bigger programmes. Think of it like watering plants: you wouldn't pour the same amount on a tiny succulent and a full-grown fern.
For products under $20, the maths is brutally simple. Even with a decent conversion rate, you're burning through budget just to break even on a single sale. Unless you have a clear upsell or repeat purchase path, ad spend on those rarely makes sense. Your higher-ticket offers (CHF 197-1500) give you breathing room - you can afford to test creatives, audiences, and landing pages without capping out on cost-per-acquisition.
What's worked for me is using the low-ticket items as lead magnets or tripwires, not standalone ad targets. Let the ads drive people to the mid-tier or premium programmes, then offer the cheap product as an entry point via retargeting or email. That way your ad budget works harder, and you're not fighting a losing battle on margin.
How are you currently structuring your funnel - are the programmes related to the low-ticket items at all?
