Special Edition: Stop Wasting Money on Ads: What Retreat Leaders Need Before Running Facebook & Instagram Ads with Jenn Possick

Running ads to fill your retreat sounds like the obvious next step…

But for most retreat leaders, it’s actually where they start losing money.

In this episode of The Retreat Leaders Podcast, Shannon Jamail is joined by Alison, Erin, and Jenn Possick (The Ads Maven) to break down what retreat leaders really need to know before investing in Facebook and Instagram ads.

Jenn specializes in helping coaches, wellness professionals, and retreat leaders run strategic, data-driven ad campaigns - offering both done-for-you and done-with-you services.

And here’s what she makes very clear:

Ads are not the first step. They’re the amplifier.

In this conversation, they cover:

• Why ads won’t fix a broken offer or weak messaging
• What must be in place before you ever run ads
• How Facebook and Instagram ads have evolved over time
• The role of testing, patience, and strategy in ad success
• Real case studies - including a retreat where 76% of attendees came from ads

Jenn also shares what she’ll be teaching at the Retreat Industry Forum, where she’ll go deeper into how retreat leaders can use ads the right way - without wasting time or money.

If you’ve ever thought, “I’ll just run ads to fill my retreat,” this episode will shift your perspective fast.

 

What You’ll Learn in This Episode

• Why ads should NOT be your first step in marketing
• What needs to be in place before running ads
• How Facebook and Instagram ads have evolved
• Why testing and strategy matter more than ever
• How long it actually takes for ads to convert
• Real results from successful retreat ad campaigns

 

Key Takeaways

Ads Don’t Fix Weak Foundations

If your:

• offer
• messaging
• positioning
• sales process

aren’t working organically…

Ads will only amplify the problem.

 

Ads Are an Amplifier - Not a Strategy

Jenn emphasizes that ads should come after:

• product-market fit
• strong messaging
• proven organic traction

 

High-Ticket Retreats Require Nurturing

Retreats are not impulse buys.

They require:

• trust
• relationship building
• consistent touchpoints

Ads are just one piece of a longer funnel.

 

The Algorithm Has Changed

Facebook and Instagram now rely heavily on:

• dynamic creative
• AI-driven optimization
• automated testing

Meaning… strategy matters more than ever.

 

Ads Take Time (And Patience)

One example shared:

👉 76% of retreat attendees came from ads
👉 But the full conversion cycle took 9 months

This is not instant gratification.

 

About the Retreat Industry Forum

The Retreat Industry Forum brings together retreat leaders, venue owners, and industry professionals who are serious about building profitable and sustainable retreat businesses.

Hosted by Shannon Jamail, Alison, and Erin, this is a room designed to elevate the entire industry.

📍 Denver, May
🎟️ https://luxuryinbusinessretreats.mykajabi.com/retreat-industry-forum  Or jump on the Paris list: https://luxuryinbusinessretreats.mykajabi.com/retreat-industry-forum-Paris2026 

 

Info about Jenn: https://jennpossick.com/schedule

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TIMESTAMPS

Guest Introductions (00:01:13) Allison, Aaron, and Jen Pasek are introduced as guests and partners for the forum.

Jen Pasek’s Background and Services (00:01:48) Jen explains her expertise in Facebook/Instagram ads and describes her "done for you" and "done with you" services.

Difference Between "Done For You" and "Done With You" Ads (00:02:25) Jen details the differences between her ad management approaches and how she works with clients.

Personal Experiences with Ads and Learning Curve (00:03:51) Hosts and guests share their struggles and learning experiences with Facebook ads.

Preview of Jen’s Forum Presentation (00:04:48) Jen previews her upcoming forum talk, including case studies and strategies for filling retreats with ads.

Ad Strategies for High-Ticket vs. Low-Ticket Retreats (00:06:06) Discussion on how ad strategies differ based on retreat price points and the importance of nurturing leads.

Importance of Strategy, Messaging, and Brand Before Ads (00:07:06) Shannon and Jen discuss why foundational business elements must be in place before investing in ads.

Sales and Funnel Readiness Before Running Ads (00:08:32) Aaron and Jen emphasize the need for sales skills and working funnels before spending on ads.

When to Start Using Ads in Your Business (00:09:46) Aaron shares her timeline for incorporating ads after years of organic growth.

Clarity on Offer and Results Before Advertising (00:10:14) The group discusses the necessity of knowing your offer and the results you deliver before running ads.

Evolution of Facebook/Instagram Ads (00:11:38) Jen explains how ad platforms and strategies have changed since 2015, including new tools and algorithms.

Adapting to Meta’s New Tools and Features (00:14:23) Discussion on the importance of using new Meta features and how the algorithm may reward early adopters.

Strategy and Testing in Ad Campaigns (00:17:00) The hosts discuss the importance of having a strategy, testing, and ongoing adjustments in ad campaigns.

Continuous Testing and Ad Fatigue (00:19:06) Jen explains how ads can stop working over time and the need for ongoing creative and audience tweaks.

Time and Money Investment in Ads (00:19:28) The group discusses the time and financial investment required for successful ad campaigns and managing expectations.

Case Study: Retreat Sales Cycle and Ad Impact (00:21:12) Jen shares a case study about Aaron’s retreat business, highlighting the long sales cycle and the impact of Facebook ads.

Podcast Outro (00:22:42) Shannon and the outro voice wrap up the episode and invite listeners to subscribe and access free resources.