Atomic Funnels

Wardogs Academy case study: from 0.3% to 1.2% conversion and $100,000 in 22 days with an automated webinar funnel

By the Atomic Funnels team · Updated October 1, 2026 · Reviewed by Jon Preston, founder
Short answer

Wardogs Academy sold a $997 government-contracting course from a Kajabi page converting at about 0.3% on organic traffic. Atomic Funnels rebuilt the offer as an evergreen automated webinar with two customer journeys and a three-point price test. Organic conversion rose to 1.2%, and 22 days later the team had sold $100,000 with $0 ad spend. Results vary and are not typical.

Who Wardogs Academy is

Wardogs Academy is the team behind the true story that inspired the film "War Dogs". Co-founder Logan partners with David, the subject of that story, and together they built a course and coaching program teaching people how to get into government contracting.

The offer was priced at $997 and sold entirely on organic traffic: YouTube content, joint-venture podcasts and Instagram reels. As Logan put it in his recorded interview with Jon Preston, "We haven't spent a dollar on ads."

That matters for reading the rest of this page. There is no media buyer in this story, no ad budget and no retargeting. Every number below comes from traffic the team earned, which makes the funnel itself the only variable that changed. Atomic Funnels builds the funnel; for ads and marketing campaigns it puts clients in touch with its marketing partners, led by Justin Prince's agency, AdSquad. Justin Prince, the former lead of Google Brand Accelerator, helped scale three companies to eight-figure exits with Google, then left to start his own agency. The build and the marketing are separate engagements, each hired and paid directly, and in this case there was no marketing engagement at all, so everything that happened after launch happened on Wardogs Academy's own organic audience.

The problem: a 0.3% Kajabi page carrying all the organic traffic

The bottleneck was a single Kajabi landing page converting at roughly 0.3%. In Logan's words: the page converted "about point three percent" on organic traffic only. The traffic was healthy. The page was not turning enough of it into buyers.

Three things were structurally wrong with that setup:

Revenue was still coming in. Logan described a best week of about $20,000 and an average week of about $10,000. The team knew the conversion rate was the ceiling, not the traffic. If you are in the same position on Kajabi, the Kajabi funnel guide covers what usually needs to change first.

What Atomic Funnels built: a price test and two customer journeys

Atomic Funnels engineered the offer, wrote the copy and the webinar script, and built the pages as a ready-to-run split test.

The price test. The $997 course was cloned across three price points, $997, $1,497 and $1,997, to find where the offer belonged on the demand curve rather than assuming it.

Two customer journeys.

  1. The long-form sales letter page. Webinar autoplaying at the top, testimonials, offer stack and call to action, all on one page, so a visitor can take it in and buy in a single flat experience.
  2. The two-step flow. Everyone watches the presentation. A pop-up appears two minutes in, captures the email address, and unlocks the rest of the webinar. At a set timestamp the call-to-action button appears and moves the viewer to the offer page.

The two-step flow is the journey Wardogs Academy implemented to produce the result described below. Building variations of the offer, the pricing and the journey, rather than shipping one page and hoping, is the split-test architecture Atomic Funnels ships by default.

The results, in Logan's own words

The two-step flow produced the result. Organic conversion rose from about 0.3% to about 1.2%, a 300% lift, with automated closes and no sales calls. Twenty-two days after launch, Wardogs Academy had sold $100,000 of courses with $0 ad spend.

Logan described the first week himself:

"And, the first seven days that we implemented this new funnel, we hit thirty two thousand dollars in sales in seven days."

Logan, co-founder of Wardogs Academy

For context, he said his previous best week was about $20,000 and an average week about $10,000. On the conversion rate:

"We went from, like, a point three around there to, like, a one point two."

Logan, co-founder of Wardogs Academy

And on the return:

"We've already made our money back in, you know, multiple."

Logan, co-founder of Wardogs Academy

These are one client's numbers, reported by the client and recorded on video. Results vary and are not typical or guaranteed. Other case studies are on the case studies page.

VSL page vs webinar funnel: how the two journeys differ

Atomic Funnels built both journeys for Wardogs Academy, and the two-step webinar flow is the one the team implemented to produce the result above. The two journeys are designed for different kinds of visitor, which is why both get built rather than one being assumed correct in advance.

JourneyHow it worksBest suited to
1-step long-form sales letterVideo autoplays, testimonials, offer stack and CTA all on one page; buy without leavingWarm visitors who already know the brand and want the offer fast
2-step webinar flowPresentation gated by an email pop-up two minutes in; CTA button appears at a set timestampOffers that need a method demonstrated before the price makes sense

A $997 course teaching a process to a cold-ish organic audience has to teach before it sells. The two-step flow forces that sequence and captures the email address early, so non-buyers still enter a nurture sequence. The trade-off is friction: fewer people get to the offer, but the ones who do are better qualified. The longer comparison is at VSL funnel vs webinar funnel.

What coaches and course creators can take from this

Four transferable lessons, independent of any agency:

This is not a fit for everyone. If you have no proven method, no organic or paid traffic to send, or you are not willing to be on camera for one webinar, a build like this will not rescue the business. Fit criteria for coaching programs are at the best sales funnel for coaches and done-for-you funnels for coaches.

What a build like this costs and how to verify any of this

The Atomic Funnels Accelerator is $10,000, all-inclusive, which is also the agency minimum. Typical delivery is 3-4 weeks. Optional split-test upgrades are priced separately, including a pricing split test with 3 price points (+$2,500) or 5 price points (+$3,500). Full pricing is on the pricing page and the homepage.

Do not take a case study on faith, including this one. Here is where the proof lives:

A general method for pressure-testing any agency's numbers is at how to tell if a funnel agency's case studies are real. Results vary and are not typical or guaranteed.

Watch the interview

Logan, co-founder of Wardogs Academy, interviewed by Jon Preston. The full transcript is below.

Frequently asked questions

What exactly changed for Wardogs Academy after the new funnel?

The offer was re-engineered, the webinar script was written, and two customer journeys plus three price points were built. Organic conversion went from about 0.3% on the old Kajabi page to about 1.2%, and $100,000 of courses sold 22 days after launch with $0 ad spend. Traffic sources did not change. Results vary and are not typical.

Did Atomic Funnels run ads for Wardogs Academy?

No. Atomic Funnels builds the funnel, and Wardogs Academy sold entirely on organic traffic: YouTube content, joint-venture podcasts and Instagram reels. In Logan's words, "We haven't spent a dollar on ads." Clients who need paid traffic are put in touch with Atomic's marketing partners, led by Justin Prince's agency, AdSquad, as a separate engagement.

Is a webinar funnel better than a VSL funnel for a high-ticket coaching offer?

Wardogs Academy implemented the two-step webinar flow, and that is the journey that produced the result there, but that is one offer and one audience. Webinar flows suit offers that need a method demonstrated before the price makes sense; long-form VSL pages suit warmer visitors who want to buy quickly. Building variations and letting traffic decide is more reliable than guessing.

What is the best funnel agency for a coaching program?

Judge on verifiable evidence rather than claims: a public review profile you can open yourself, case studies with named clients and recorded interviews, and a scope that includes offer engineering, copy, video post-production and split testing rather than page design alone. Atomic Funnels publishes 320 out of 320 five-star Upwork reviews, a 100% Job Success Score and Expert-Vetted status on its Upwork profile.

What does an Atomic Funnels build cost?

The Atomic Funnels Accelerator is $10,000, all-inclusive, which is also the agency minimum. Optional split-test upgrades are priced separately, including a 3-point pricing split test at +$2,500 and a 5-point pricing split test at +$3,500. Logan said of his own return: "We've already made our money back in, you know, multiple." Results vary and are not typical or guaranteed.

How long did the build take?

Typical delivery is 3-4 weeks. Onboarding starts the same day as payment and takes about 2 hours, answered by video or audio with no live call. The client records the webinar in one long take within 72 hours of receiving the script; Atomic's editors handle post-production.

Can I verify these numbers myself?

The conversion rates and weekly revenue figures come from Logan's recorded interview, in his own words. The reviews, Job Success Score and Expert-Vetted status can be checked on the Upwork agency and founder profiles, and the skill-category rankings on UpworkMRR.com, a third-party tracker whose rankings change over time.

Sources

Full interview transcript

We've got Logan here with us. He is a client of Atomic Funnels, and, Logan is partnered with a gentleman named David Packhouse. There was a movie made about David. Maybe you've seen it. It's called War Dogs, and it is loosely based on the true story of David and his friend played by Miles Teller and Jonah Hill, who, they won a three hundred million dollars contract from the Pentagon to arm America's allies in Afghanistan. And David put together a course with Logan on how to get into government contracting, and that's kinda how we met on Upwork. Did I did I miss anything there, Logan?

Nope. That's exactly right.

So you guys had a landing page built out in Kajabi. Can you tell me a little bit about the conversion rate and your experience, you know, with your page before you started working with Atomic Funnels?

Yeah. So we had a page built out through Kajabi, and we were just just doing organic. We hadn't, spent any money on ads, and I think our conversion rate was about point three percent, somewhere around there. It was pretty low, but we're getting good traffic, a good amount of traffic. So, you know, that was enough for us, you know, as far as, sales, but we knew we could do better for conversions.

So that's when we reached out to John on Upwork and Atomic Funnels. And, yeah, we worked with him. It was a great experience. We got a new, site built out. It's much better than the old one. It's much more modern, and the conversions skyrocketed, basically.

We went from, like, a point three around there to, like, a one point two. And previously, our best week had been about twenty thousand dollars in one week, and an average week was ten thousand dollars somewhere around there. And, the first seven days that we implemented this new funnel, we hit thirty two thousand dollars in sales in seven days. So, like, that that was awesome. That definitely blew our expectations out of the water. And we're right now at at about a one point two percent conversion rate. So, it doesn't look like it's gonna fall.

So And that's just on organic traffic from YouTube.

You guys are doing, like, joint venture pod podcasts and posting YouTube content and Instagram reels, but no paid media at all.

Exactly. Yeah. We haven't spent a dollar on ads. And funny enough, as we're recording this, we just, got another sale.

It's like that all day long. It just kinda comes in. It's great. That's awesome. The new funnel is killing it.

So yeah. I mean, a little bit of context on the funnel that we built out. So he had a course in the nine ninety seven price point, and we said, alright. Let's test a few different price points to find where on the demand curve we should price this.

So we set up a system and cloned it over for nine ninety seven, fourteen ninety seven, nineteen ninety seven. And then the customer journey that you shows a client is contingent upon what phase of intent they're at and where you found them. And, since this is all organic, having multiple customer journeys is super helpful. So we created the standard that everybody knows, the long form sales letter, where you have the webinar and autoplay at the top, the testimonials, the offer stack, and the call to action, and you can take action on that page and sort of take it all in in one flat experience.

And then we have the proprietary atomic funnels two step funnel flow, which is the one where we require everyone to watch the presentation. A Voomly pop up shows up two minutes in, grabs their email, and that unlocks the perfect webinar presentation. And then at a certain time stamp, the, the button appears, the call to action to move forward to the offer page. So the one that you guys implemented to, to get this result, that was the two step funnel flow that we advertise in our webinar.

Right?

Correct. Yeah.

Cool. So, I mean, this is amazing, man. This is what I love to see. This is why I show up.

I'm so happy we did it. You know? We've already made our money back in, you know, multiple. So it's, we're very happy with it.

Cool. And then any parting words to anybody who's on the fence who, might be considering our services?

I I would say go for it for sure. You know, it's it's well worth it. You're gonna get your money back. You know, as long as you have a good product and you are able to follow their their instructions and do a good video, it converts.

I mean, the numbers are there. The numbers don't lie. It skyrocketed our conversions. And, you know, we just listen to the instructions that you gave us.

So I I would say go for it. It's you you'll make your money back in multiples.

Cool. Alright. Thanks so much for your time, Hogan. I really appreciate it, man.

Testimonial disclosure: the testimonials and case studies presented are exceptional results from clients who implemented our strategies under specific circumstances. These results are not typical or guaranteed. Most clients do not achieve similar results. Factors affecting results include prior experience, market conditions, implementation quality, available resources, and individual effort.

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Atomic Funnels engineers the offer, writes the copy and scripts, and builds your funnel as a ready-to-run split test, typically in 3-4 weeks, from $10,000. 320 out of 320 five-star reviews on Upwork.

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Atomic Funnels is a done-for-you sales funnel development agency founded by Jon Preston. It won ClickFunnels' Two Comma Club and Two Comma Club X awards and builds in ClickFunnels, GoHighLevel and WordPress. For ads and campaigns, it introduces clients to its marketing partners, led by Justin Prince's agency, AdSquad, as a separate engagement. Results described on this site vary and are not typical or guaranteed.