Joshua Kaats, from the first ad to the booked call
Everything he is running right now, in the order a stranger meets it. Twenty-nine live ads at the top, one booked call at the bottom, and the places money falls out in between. Every number here was pulled from his own live pages and his Meta Ad Library page today.
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 he 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, 23 creatives
Eighteen of the 23 open on the same line. Eight went live in the last three days. This is the one channel he is actively putting money behind.
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 he 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 him, 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.”
He already runs webinars. On 13 August he 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”. His 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 he just called his 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, he 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. He is 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 he is 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.
He already built the better funnel, then stopped
This is the part worth leading the conversation with. He is not missing the skill or the belief. He has 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. He 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 he put a video on YouTube called “Behind the scenes at my biggest AI event”. Then he stopped.
His best funnel is the only one with no traffic behind it. Zero of 29 ads point at the webinar. He built the asset, proved he could fill it, and then put all of his money behind the weaker one.
The booked call
Everything above exists to produce this one event: a 40 minute strategy call with his team, booked on his 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 his funnel can only ever be as full as the top allows, and the top is deliberately narrow.
Two funnels and a rhythm
Not a rebuild. He already has the traffic, the proof and the offer. The gap is what happens between the click and the call. These are built, working, and you can click through them right now.
Same promise, same audience, same video. Three changes: it asks for a phone number and gives a reason the visitor accepts, the training goes out over WhatsApp as well as email, and his proof goes on the page. That one field turns a mailing list into a pipeline his setters can work.
Walk the VSL funnel →His 5 August page with the three things it was missing put back: a phone field with a reason, a guarantee tied to staying until the end, and a WhatsApp group that carries the reminder. The thank-you page gets a 90 second video, so the first time somebody sees Joshua is not on the night itself. Not everyone opens an email. Everyone reads a WhatsApp message.
Walk the webinar funnel →Two workshops a month, on a fixed cadence, with the ads pointed at them. The 5 August event proved he can fill a room. A one-off fills a room once. A perpetual schedule turns the same ad spend into a recurring event that always has a next date, so nobody who lands late is wasted.
Every page, every ad and every source behind this sits in the full board and the ad swipe file.