Joshua Kaats, from the first ad to the booked call
Everything you are running right now, in the order a stranger meets it. Thirty-seven live ads at the top, one booked call at the bottom, and the places money falls out in between. The ads, the pages, the copy, the product and the software it all runs on, pulled from your own live properties and read line by line.
The operator
Founder of Dropship Academy, running since 2017. Dutch market, e-commerce coaching. The proof is strong and it is public.
Four channels, and what you actually posts on each
Paid ads, Instagram, YouTube and TikTok. We went through the last ten pieces on each one and transcribed a sample from three of them on our own machine. They are not doing the same job, and two of them have gone quiet.
live ads, none at your webinar
Seventeen are live on the page right now. Five of those are brand posts with no link and no destination, and two are call-booking ads sitting under 100 impressions. So the part of the account actually doing work is a handful of creatives. Fresh creative launched on 10 September and one ad running unchanged since 16 June. This is the one channel you is actively putting money behind, and you are putting more behind it, not less.
Story-led reels, sold hard
Talking to camera, one story per reel, always closing on an ask. Recent ones: a webshop built in 16 minutes, a mistake you should never have made, a reaction to a competitor. Bio says DM “START”.
Last post 12 August, 24 days ago. Roughly two or three a month before that.
Student case studies, long form
Carpenter to 100k, electrician to €130k a month, freelancer to €88k, and a guest who did €100M in a year. Mixed with team trips to Marrakech and a 70k mastermind in Miami.
Weekly through July and August, then it stopped after 19 August. 351 to 2,385 views a video.
videos, and no one is home
Music over visuals with text on screen. We transcribed one and there is no speech in it at all, just a caption and a song. Around 1,100 to 3,200 views, 37 to 51 likes.
Last upload 15 December 2025. Nine months dark, on 8.8k followers.
“We are in the Chinese shop and I see potential to make money everywhere. This product, fantastic product. I take a photo of it. I tell my team of AIs to build a webshop around it. And I sell it today with ads, by showing it to the right people.”
“I said to you, before I get home I can find a product and build a webshop. I opened my laptop in the back, hotspotted, put my AI staff to work, and by the time I got home there was a complete webshop sitting there… What I showed that taxi driver, I am going to show you tomorrow on a Zoom call. A live demonstration of how I build a whole webshop and find a good product in under half an hour. Comment webshop under this video and I will send you the link.”
You already runs webinars. On 13 August you ran one, filled it by asking people to comment on a reel, and then posted a video to YouTube called “Behind the scenes at my biggest AI event”. Your own words, three weeks ago.
Since then: no event, no Instagram post in 24 days, no TikTok in nine months, no YouTube video since 19 August. The only thing still moving is the ad account, and it is pointed at a recorded video instead of the thing you just called your biggest event.
Where the ads actually send people
Every one of the 23 creatives points at the same subdomain, training.dropshipacademy.nl. Within it, two different pages, and they behave nothing alike.
| 14 creatives | /home, an opt-in gate. Asks for Naam and E-mail, then releases the video. |
| 9 creatives | /training, the video itself. No form anywhere on the page. |
| 0 creatives | the webinar. Not one ad points at it. |
Neither page asks for a phone number. Whichever version wins the test, you ends up with a list of email addresses and nobody a setter can ring. On a €2k to €5k promise sold by application call, the phone number is the asset. You are paying for the click and then throwing away the part that makes the click worth money.
The nine ungated ads are worse again. A visitor who watches and does not click leaves no trace beyond a pixel fire, and those nine are the newer set, so that is the direction you are drifting.
The video, and the single door out of it
Both routes converge on the same VSL. Under the player it says, in effect, only apply once you have watched the whole thing, and there is one button.
- One call to action, one moment, one channel. If the visitor is not ready today, there is no second route.
- No WhatsApp, so the only follow-up channel is an inbox, and only on the 14 gated ads.
- No proof on the page. The €100M, the 7,100 students and the 23 millionaires are all absent.
- No guarantee, and nothing that gives a reason to act now rather than later.
Everything rests on one video converting on first watch. There is no mechanism to reach the people who almost converted, which on a funnel this size is most of them.
You already built the better funnel, then stopped
This is the part worth leading the conversation with. You are not missing the skill or the belief. You have done it once and left it sitting there.
A full live webinar funnel
Registration page, countdown, thank-you page, WhatsApp reminders. Complete and still live on the web today. That was 31 days ago and it has not run since.
A second live masterclass
Eight days after the first, over Zoom. You filled it by posting a reel the day before and asking people to comment “webshop” for the link. No ads, no landing page, no form.
Afterwards you put a video on YouTube called “Behind the scenes at my biggest AI event”. Then you stopped.
Your best funnel is the only one with no traffic behind it. Zero of your 17 ads point at the webinar. You built the asset, proved you could fill it, and then put all of your money behind the weaker one.
We checked again on 11 September. The registration page is still live, the thank-you page is still live, both challenge pages are still live, and the ad count has gone twice since, the newest on 10 September. You spent the days after that buying more traffic for the weaker funnel.
The booked call
Everything above exists to produce this one event: a 40 minute strategy call with your team, booked on your main site.
40 minute strategy call
Application questions, then a calendar slot, then the call. This is where the money is made and it is the only step in the whole ecosystem that produces revenue.
The one step that makes money is fed by the one capture that collects the least. No phone number upstream means no setter can chase a no-show, revive a stalled application, or call somebody who watched 80% of the video and drifted. The bottom of your funnel can only ever be as full as the top allows, and the top is deliberately narrow.
What the whole thing is actually built on
We pulled the raw HTML of every page in the funnel and read what loads. It is five platforms stitched together, and the seams are where the money goes.
Webflow, built by an agency
dropshipacademy.nl and the challenge pages run on Webflow, site ID 667d4cb2a5160e521941d969, last published 8 September 2026. The footer credits Weblyfe, a brand agency in Amstelveen, and Dropship Academy sits in their public portfolio.
A separate app on training.
The three pages your ads point at are not Webflow. They are a server-rendered React app on the training subdomain, same agency, different build. So the funnel and the site are two different systems that do not share tracking.
Five tools, four handoffs
Vidalytics hosts and measures the VSL. Typeform takes the application. OnceHub books the call. Plug&Pay takes the money. Intercom handles support. Every handoff is a place a visitor can quietly fall out.
Hyros, the attribution tool that exists specifically to tie ad spend to closed revenue, loads on your main site and on the orphaned challenge page. It does not load on any of the three pages your 17 ads point at. Those three carry a Meta pixel and nothing else.
The challenge page, which has no ads at all, carries Hyros, Google Tag Manager, and pixels for TikTok, Snapchat and Pinterest. The page with none of the spend has all of the measurement, and the pages with all of the spend have almost none of it. It is the same mistake as the webinar, in a different system.
All three funnel pages load a script from t.highticket.nu. Open highticket.nu and it returns a Simvoly screen reading “Je account is verlopen”. The challenge page loads t.ecomchallenge.nl, and ecomchallenge.nl no longer resolves at all.
Two dead brands, two tracking endpoints still firing on every page view, on the funnel that is currently taking all of your budget. Nobody has audited what loads on these pages in a long time.
What you are actually selling, and for how much
This matters because it sets the ceiling on everything upstream. It is one high ticket offer sold by application, one dead low ticket offer, and nothing in between.
Dropship Academy X
An annual membership, renewable after twelve months. 300+ videos, weekly live coaching, a community split into levels so beginners and scalers sit in different rooms, and 25+ coaches with one to one available. Plus member dinners, masterminds and an annual party on a yacht for 200 people.
Nowhere on the site
Not one figure anywhere. The only button is “Boek Nu Jouw GRATIS 40-Minuten Strategiegesprek”, which opens a Typeform and then a calendar. This is a high ticket offer sold by application and call, which is exactly the model a webinar feeds best.
“de pakketten”
The FAQ says there is no longer VAT on the packages, plural. So there are tiers behind the call, which means the call is doing pricing, positioning and closing all at once, on a prospect who arrived from a recorded video knowing no numbers at all.
A 14 day paid challenge, built on Plug&Pay, sitting on two page variants with no ads, no internal links and no traffic. It is the one asset that would qualify a buyer before the call and pay for the traffic that produced them, and it has never been switched on.
So the ladder is: free video, then a call, then a four figure decision. There is no step in between, which is why the call has to do so much work.
Three pages, three different promises
The same visitor, moving through the same funnel, is told three different numbers about what this is worth to them.
per month, beside your job
“Hoe jij in 2026 naast je baan 2k tot 5k per maand opbouwt met een eigen webshop.” Name, email, button. No proof, no agenda, no mechanism, no scarcity.
per month, in 60 minutes
A three step agenda, a countdown, a WhatsApp VIP reminder, a proof bar and limited places. The best written page you own.
per month in 90 days
“Schaal deze op naar minimaal €10.000 per maand in slechts 90 dagen tijd.” Double the webinar promise and five times the ad promise.
The main site says 7,100+ students. The webinar page says 9,000+ people helped. Both are your, both are live, and they are 1,900 apart. On an offer sold by application to a sceptical buyer who is about to google you, the proof has to be one number everywhere.
The main site meta description sells starting a business in 2024. The body copy says 2025. The footer reads © 2025. The webinar registration page is still titled “Gratis Live Training 13 augustus” and still live in the middle of September. Only the ads and the VSL page have been updated to 2026.
It opens with the date and the time, then gives the three steps by name: find your freedom product with spy tools and AI, let AI build the converting shop in an hour, switch on Meta ads. Then a countdown, a WhatsApp reminder tick, a proof bar and limited places.
You do not need to be taught how to write this. You already wrote it, in August, and then pointed every ad at the weaker page.
Your ads sell a side income. Your offer needs a buyer.
This is the part that decides what a call is worth, and it is the one thing we would change before we spend a euro. It is not a copy problem. It is who the copy is calling in.
“Wat als je naast je baan 2k tot 5k per maand kunt opbouwen met een webshop... zonder ervaring, zonder voorraad en zonder een heel team?”
That line is running on most of your live creative. Read who it selects. Somebody who has a job, has never sold anything online, and wants an extra two to five thousand a month beside it. That is the largest audience in the Dutch market and the cheapest traffic you can buy, which is exactly why it performs on CPL.
Dropship Academy X is an annual membership with 25 coaches, weekly live sessions and a mastermind behind it, sold on a forty minute call with no price published anywhere. That is a high ticket application offer. It needs somebody who can write a four figure cheque, and who has enough context to know why it is worth it.
Your own site tells them to budget about €350 to start. You are advertising to people who are being told the whole thing costs a few hundred euros, then asking them to get on a call about a programme that costs many multiples of that.
The ads promise 2k to 5k a month beside a job. The masterclass page promises the same. Your main site promises minimaal €10.000 per maand in 90 dagen. Those are not the same person. The first is an employee hedging, the last is somebody going all in. The funnel changes who it is selling to between the click and the close, and the call is where that lands.
We would not touch the winning creative. We would add a qualifying step at registration, so the room fills with people who already have capital, a running store, or income they are trying to replace rather than supplement. Fewer registrations, more of them able to buy, and your coaches spending the day on people who can say yes.
We measure it as cost per qualified registration, never cost per lead. On our own accounts those two numbers move in opposite directions, and the page that wins on opt-in rate is routinely the worst one for quality.
Drie maanden, en aan het eind draait het zonder jou
Je verkoopt al high ticket op een gesprek van veertig minuten. Wat ontbreekt is een moment waarop tweehonderd mensen tegelijk overtuigd raken voordat dat gesprek begint. Dat is het webinar. Je houdt je aanbod, je prijs en je coaches precies zoals ze zijn.
Je masterclasspagina opnieuw opgebouwd, met een telefoonnummer erin, een kwalificatievraag op stap twee en WhatsApp-reminders. Wij bouwen en draaien alles, jij staat negentig minuten voor de groep en verkoopt aan het eind je programma. Je eigen team pakt de gesprekken op, zoals nu. €7.500 tot €10.000 advertentiebudget, genoeg volume om er iets uit te lezen.
Aan het eind van de maand heb je vijf getallen op je eigen publiek: kosten per aanmelding, kosten per gekwalificeerde aanmelding, opkomst, gesprekken gevoerd en cash binnen. Werkt het niet, dan weet je dat voor minder dan je nu in twee weken aan advertenties uitgeeft.
Loop de funnel door →Eén evenement vult de zaal één keer. Wekelijks betekent dat er altijd een volgende datum is, dus iedereen die op een dinsdag binnenkomt heeft ergens om naartoe te gaan en je advertentiegeld loopt niet meer leeg. We veranderen per week één ding, zodat je kunt zien wat het deed.
Dit is ook de maand waarin de bellers structureel worden. Er komen nu elke week nummers binnen in plaats van één keer, dus je team belt binnen minuten in plaats van dagen.
Evergreen. Na vier tot acht weken weten we welke uitzending het beste converteerde. Die opname wordt de automatische versie, die elke dag draait op vaste tijden. Vanaf dat moment verkoopt je beste avond door zonder dat je er nog een keer voor hoeft te gaan staan. Dat is het punt waarop dit een bezit wordt in plaats van een agenda-afspraak.
VSL met opt-in. Naam, e-mail en nummer, bellers erachteraan op het moment dat iemand opt-int. Dit is je huidige trainingsfunnel, maar dan met een nummer erin.
VSL zonder opt-in. Video speelt meteen, geen formulier. Op koud verkeer wint dat vaak, en negen van je advertenties wijzen daar al naartoe.
Alle drie tegen hetzelfde verkeer gemeten, en we houden wat het goedkoopste gekwalificeerde gesprek oplevert.
Elke pagina, advertentie en bron hierachter staat op het volledige board en in het advertentie-overzicht.
We have already run this exact funnel, in your market
Everything above is a diagnosis, and a diagnosis is easy. This is the part that matters. The webinar funnel we are describing is not a theory we want to try on you. We ran it this summer, in Dutch, to a Dutch audience, at a higher price than yours. Every ad, page, message and number from that launch is on one board and you can go through all of it yourself.
revenue in 9 days
Roughly $46k of it inside the first 24 hours. A Dutch coach, a Dutch audience, a Dutch webinar, sold on an application call afterwards.
of Meta spend
187 real registrations at about $27 each. We were not chasing cheap leads. A qualified registration who can afford the programme beats five who cannot, and cheap traffic is what breaks show-up rates and fills calendars with people who were never going to buy.
You are not missing traffic. You have 17 ads live, a creative that has held since June, 81.2k on Instagram and a proof stack we could not buy: €100M in student sales, 7,100 students, 23 millionaires. You have more raw material than Jaap had.
You are missing the thing the traffic lands on. The money is already being spent. The only variable is whether it arrives at a recorded video with an email box, or at a live event with a phone number and a room.
The 5 August registration page back on, two dates a month in the calendar, and the ads pointed at them. You keep your offer, your team and your call structure exactly as they are. We build the funnel, run the traffic and hand your setters a list with phone numbers on it.