Hey all! I have a client that sells language courses. We want to scale up the operation with ads. Should we make an ad to send people to a page to sell the highest ticket item, or should we send people to a lower ticket item and then upsell via email?

Send them to VSL sales page that will get them to book a call. Then sell the high ticket program to them on the call

I would go with the second option sent people to a lower ticket item and then upsell via email.

There are quite a few factors that can affect this, but in general, it's harder to sell high ticket items without sales contact. I'd say it depends on what the expectations from your client are. Do they want to sell more, quickly? Do they want to have larger sales? If it's the former, do they have enough people to handle customer support and expansions? If the latter, do they understand the sales cycle would likely be longer and do they have people to work the customer through their buying journey?

In email, we have a bit more control over deliverability than with ads, so I'd choose the high ticket item. Besides, nurturing leads helps you to show the value of the product, so they'll possibly have a higher chance of buying it