Launch Foundation · For events and product launches

Your launch needs everything behind the click ready before day one.

Launching an event or a new product? Your date is set and the ad budget is approved. In 3 weeks we build the landing page, the tracking and the follow-up your launch needs, so ticket sales and orders are measured and leads get a fast answer.

Apply for the Launch Foundation Check your launch readiness

$2,250 fixed · 3 weeks · Live before your date, guaranteed

Your launch, counted backwards

Week 1Brief, page copy and a tracking plan

Week 2Page, tracking and follow-up built

Week 3Test conversions verified, go-live sign-off

LaunchYour ads go live on a page that converts and counts

Day 30Post-launch check: conversion rate, cost per conversion, what to fix next

What usually happens at launch

Launches rarely stall on the ads; they stall behind the click.

The date is on the calendar, the creative is approved, the budget is ready. Then the first week of spend shows where the path from ad to ticket or order was never finished.

01
The ads point at a page built for something else.
The homepage, a general events page or a product catalog. People who clicked for one event or one product have to hunt for the ticket link or the pre-order button.
02
The sale happens, but the ad platform never hears about it.
Checkout or registration runs on a separate tool, the pixel misses it, and Meta and Google optimize toward clicks instead of the people who bought a ticket or placed an order.
03
Interested buyers wait, then forget.
Someone registers interest or leaves checkout halfway at 9pm. The first reply goes out the next afternoon, if anyone remembers to send it.
04
Ten days in, nobody can say whether it’s working.
Spend is in the ad account, sales are in the ticketing or store dashboard, leads are in the CRM, and the three don’t match.

In plain words

More ad spend doesn’t fix any of this. It just sends more people to a page that can’t convert them or count them. The path behind the click has to be built before the traffic lands.

Launch readiness check

Twelve quick answers show whether everything behind the click is ready for your date.

Twelve quick answers, about two minutes. You get a score, a read on each area and what to fix first.

What you get in 3 weeks

You get one page, working tracking and follow-up, live before your date.

The Launch Foundation bundles a Landing Page Build with launch tracking and a follow-up sequence. It’s planned backwards from your event or launch date, and it ends with a check on real numbers 30 days after launch.

Week 1

Brief and plan

Kickoff; your brief and assets within 5 business days
Copy for the landing, ticket or order page, written to match your ads
Tracking plan: which conversions, which platforms, which CRM fields

Week 2

Build

Page designed and built, mobile-first and tuned for speed
Form, registration or checkout connected to your CRM
GA4, Meta Conversions API or Google Enhanced Conversions, UTMs and click IDs into the CRM
Instant reply and a follow-up sequence by email or SMS

Week 3

Test and sign-off

Your 2 revision rounds on the page
Test tickets, registrations or orders verified in GA4 and your ad platforms
Go-live sign-off before any budget runs

Day 30

Post-launch check

Conversion rate on the page
Cost per conversion from your ad spend
What to fix next, in order

The day-30 numbers become your baseline. The Launch Foundation is judged on delivering that baseline, not on a promised lift.

Two guarantees

Your page goes live before your date, with the tracking verified first.

01 / On time

On-time guarantee

Live before your launch date, or we keep working at no charge until it is.

Applies when you book at least 3 weeks before your launch and we have your brief and assets within 5 business days of kickoff.

02 / Verified tracking

Verified-tracking guarantee

Before any budget goes live, we show you test conversions arriving in GA4 and your ad platforms.

If tracking isn’t verified, we don’t sign off the launch.

The guarantees cover delivery and working measurement, not sales.

Two event launches

Two event launches had the path behind the click built before the ads ran.

Santa Monica History Museum

Fundraising event

The launch

A fundraising event with a date. The museum couldn’t track sales on its website.

Built before traffic

A custom WordPress plugin that sends sales to Meta’s Conversions API, server-side and in real time. Then we ran the Facebook and Instagram campaigns for the event.

Result

The most financially successful event, by gross revenue, in the museum’s history, as noted by Rob Schwenker, then Executive Director.

The museum retained Lux for its 2024 fundraising event (Q4).

Dominican Bridge

Recurring events · Launched Aug 2025

The launch

A community brand launched in August 2025, with recurring events in Cabarete, Punta Cana and Santo Domingo.

Built before traffic

Tickets sold by paid ads running on server-side Meta Conversions API, with deduplication and value passed on RSVPs and registrations. The RSVP portal handled conversion; the newsletter and creator content added supporting reach.

Result

Every event sold out: 100% sell-through.

Read the Dominican Bridge case study

Disclosure: Julio Lopez, Lux’s founder, co-owns Dominican Bridge.

“Julio not only solves for what you hire him for, he approaches the relationship with curiosity and care, looking for ways to help his clients find efficiencies in all aspects of their businesses. He’s equal parts service provider and strategic partner, a rare and unique blend.”

Rob SchwenkerThen Executive Director, Santa Monica History Museum

Price

The Launch Foundation is $2,250, fixed, from kickoff to the day-30 check.

Launch Foundation

$2,250fixed, one time

3 weeks from kickoff to go-live, then the day-30 check.

Landing Page Build: one dedicated landing, ticket or order page for your launch. Copy, design and build, mobile and speed, form or CRM integration, 2 revision rounds
Launch tracking: GA4, Meta Conversions API or Google Enhanced Conversions, UTMs and click IDs saved with each lead in your CRM
Follow-up: an instant reply and an email or SMS sequence for people who don’t buy right away
Day-30 check: conversion rate, cost per conversion and what to fix next
Both guarantees: on time, and verified tracking before launch

Apply for the Launch Foundation

Not included

Ad management (running and optimizing the campaign)
Ad creative
More pages beyond the one launch page
Ongoing testing after launch
Ad spend, which you pay directly to the platforms

Each of those is its own product. See pricing for the full list.

After day 30

We walk you through the post-launch check: conversion rate, cost per conversion and what to fix next. That’s where the engagement ends. If it’s a fit on both sides, the next step is the 90-Day Ads Program, or a month-to-month retainer by invitation. Fixed prices aren’t credited toward later work, and we don’t do custom scope.

Who it’s for

It fits teams with a date, a budget and customers already.

This is for you if

You’re an established business with a team and existing customers
You’re launching an event (tickets, RSVPs, registrations, a fundraiser, a conference, a workshop) or a new product (pre-orders, launch-day sales, a new product line) with paid ads
Your date is 3 to 6 weeks away and the ad budget is approved
Someone on your team can implement and own the follow-up once it’s built

Not the right fit if

It’s your first business and the offer hasn’t sold yet
You’re a solo operator with nobody to implement or answer leads
You only need someone to buy media or run the ads

Questions

Book at least three weeks out; running the ads is a separate program.

How far ahead of our event or launch do we need to book?

At least 3 weeks before your date. That’s what the on-time guarantee needs, and 3 to 6 weeks out is the sweet spot. If your date is less than 3 weeks away, apply anyway and we’ll tell you what can be ready in time.

What do you need from us?

Your brief and assets within 5 business days of kickoff: the event or product, the offer, the date and ad budget, your brand assets, and access to your website, ticketing or checkout, CRM, GA4 and ad accounts. Plus one person on your team who can approve copy and answer questions quickly.

We already have a landing page or ticket page. Do we still need this?

The Launch Foundation is a fixed bundle at a fixed price; we don’t remove parts of it. If your page already converts and only tracking is the gap, the 30-Day Measurement Sprint or the Server-Side Build may fit better. We’ll tell you which on the call.

Does it include running the ads?

No. Ad management, ad creative and ad spend are not included. The Launch Foundation builds and verifies everything behind the click; your team or your current agency runs the campaign. If you want us to run paid media after launch, that’s the 90-Day Ads Program.

What if we miss the brief deadline?

We still deliver everything in the bundle, but the on-time guarantee only applies when we have your brief and assets within 5 business days of kickoff. If they arrive later, we’ll give you a revised go-live date as soon as we have them.

Do you guarantee ticket sales or orders?

No. We guarantee delivery (live before your date) and working measurement (verified test conversions before any budget goes live), not sales. The day-30 check gives you a real baseline to judge the launch and the next one on.

Your date is set

Book three weeks before your date and launch with everything behind the click ready.

Apply in two minutes and pick a time for a free 15-minute call. We’ll look at your date, your page and your tracking, and tell you whether the Launch Foundation fits or what would fit better.