Chad Kodary interviews Michael Kelly from Ads and Funnels. They discuss Michael's journey from starting his agency to specializing in building front-end and back-end systems for coaches running events. They also break down the metrics and results of a successful funnel and explore the strategies behind event marketing, registration, and backend offers. The conversation highlights the importance of list building and the potential for audience fatigue with repeated events. In this conversation, Michael Kelly discusses event advertising and costs, the average cost of paid registration, tiered pricing and conversions, a formulaic approach to event planning, pricing for event services, cart closing and ad management, challenges vs. webinars, duration and speaker strategy, event stacking and value ladder, syllabus and structure of a three-day event, ad spend strategy, challenges of evergreening events, successful events and revenue, breakdown of event schedule, and contact information.