Meta Ads | Online education | NDA Client
cpl
$6–8
Lead Qualification
+40–80%
Selling price
2x
Online Education
A 50% reduction in CPL and an 80% increase in lead quality
Scroll down to see how we achieved this result
Meta Ads | Online education | NDA Client
cpl
$6–8
Lead Qualification
+40–80%
Selling price
2x
Online Education
A 50% reduction in CPL and an 80% increase in lead quality
Scroll down to see how we achieved this result
About the client
An online exam preparation school for a Ukrainian-speaking audience. Geography: Ukraine and Poland.
Before we began working together, the client was already running ads on Meta, but the results left much to be desired: the cost per lead hovered between $12 and $15, the conversion rate to qualified applications was low, and the sales price was unacceptably high.
The previous contractor operated on autopilot: they launched campaigns, periodically changed creatives, and observed. There was no systematic work on the funnel, lead qualification, or format testing.
The key problem was the inability to scale: there was a lack of working funnels and a content system that consistently generates results.
Before we began working together, the client was already running ads on Meta, but the results left much to be desired: the cost per lead hovered between $12 and $15, the conversion rate to qualified applications was low, and the sales price was unacceptably high.
The previous contractor operated on autopilot: they launched campaigns, periodically changed creatives, and observed. There was no systematic work on the funnel, lead qualification, or format testing.
The key problem was the inability to scale: there was a lack of working funnels and a content system that consistently generates results.
Goals and Objectives
#1
Launch new lead generation funnels in addition to the standard Facebook Lead Form
Launch new lead generation funnels in addition to the standard Facebook Lead Form
#2
Revise the creative strategy: identify formats with low CPL and high-quality leads
Revise the creative strategy: identify formats with low CPL and high-quality leads
#3
Reduce the cost per lead and the selling price to economically viable levels
Reduce the cost per lead and the selling price to economically viable levels
#4
Build a system that continuously improves performance, rather than a one-time launch
Build a system that continuously improves performance, rather than a one-time launch
What we did
We launched three parallel traffic streams: the Facebook Lead Form, the Telegram funnel, and the quiz funnel, each with different question formats. Each was tested separately, with its own qualification logic
We completely revamped our creative strategy. What used to work has long since stopped delivering results. We switched to conversational UGC videos—the “talking head” format—which directly address the audience’s pain points: fear of failing, lack of time, and the desire for quick and clear results
At the same time, we tested a large set of static creatives with different messages tailored to different audience segments—to identify combinations that yielded the best CPL
We’ve established a system of continuous improvement: regularly producing new videos, refining our funnel-level targeting, and testing campaigns and launches. It’s not a one-time result—it’s a mechanism that keeps working
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Results
Over the course of six months, we built a stable advertising system that significantly improved all key metrics.
CPL dropped from $12–15 to $6–8—nearly halving. The share of qualified leads increased by 40–80%, which directly reduced the sales team’s workload and boosted conversion rates. The cost per sale fell by half.
CPL dropped from $12–15 to $6–8—nearly halving. The share of qualified leads increased by 40–80%, which directly reduced the sales team’s workload and boosted conversion rates. The cost per sale fell by half.
The main result was not only the improvement in metrics but also the creation of a predictable system: with a clear CPL, functioning funnels, and formats that can be scaled without losing effectiveness.
cpl
LEAD QUALIFICATION
Selling price
- $6-8was $12-15
- +30-80%was low
- Twice as muchwas basic
LEAD QUALIFICATION
cpl
Selling price
was $12-15
was low
$6-8
+30-80%
Twice as much
was basic
“
In online education, advertising alone doesn’t close the deal. It’s a product with a delayed decision—people “don’t need it right now.” That’s exactly why the combination of advertising as a lead generation channel and the sales team as the closing force at the right moment has become a key element of the system. Without intensive sales follow-up immediately after a lead is generated, the results will be half as good, even with perfect creative assets. When both parts work in sync—the numbers start to move
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