Problem. The client is a company providing registration services for individual entrepreneurs and accounting support for Ukrainians in Poland. Launching advertising from scratch: there was neither a pixel, nor lead forms, nor a verified funnel.
Goal. To obtain a stable flow of qualified leads in two areas — business registration and accounting services — at an acceptable cost per lead.
What has been done:
Fully set up technical infrastructure: Pixel, CAPI, automatic lead export to Google Sheets
Launched lead forms and quizzes in two languages (Ukrainian, Russian)
Implemented a lead qualification system (MQL) — real application + valid phone number
Tested a special offer with a time-limited trigger for Ukrainians in Poland
After analyzing the results, the decision was made to shift focus from small to medium/large businesses
Tools: Meta Ads Manager, Meta Pixel, CAPI, lead forms, quizzes, Google Sheets
Process. Worked on the project for 4+ consecutive months (January–May 2026). Constantly tested hypotheses: broad audience vs. interests, quiz vs. lead form, different language segments. Not all tests were successful — for example, the "comprehensive services" test did not yield results due to a lack of quality video content, and this was honestly documented in reports to the client.
Results:
Best month: 173 leads at $6.6/lead, of which 92 were qualified leads (MQL) at $12.47
The quiz showed a conversion to MQL of 73% (compared to 45% for lead forms)
Overall, over 280 leads in 4 months
Goal. To obtain a stable flow of qualified leads in two areas — business registration and accounting services — at an acceptable cost per lead.
What has been done:
Fully set up technical infrastructure: Pixel, CAPI, automatic lead export to Google Sheets
Launched lead forms and quizzes in two languages (Ukrainian, Russian)
Implemented a lead qualification system (MQL) — real application + valid phone number
Tested a special offer with a time-limited trigger for Ukrainians in Poland
After analyzing the results, the decision was made to shift focus from small to medium/large businesses
Tools: Meta Ads Manager, Meta Pixel, CAPI, lead forms, quizzes, Google Sheets
Process. Worked on the project for 4+ consecutive months (January–May 2026). Constantly tested hypotheses: broad audience vs. interests, quiz vs. lead form, different language segments. Not all tests were successful — for example, the "comprehensive services" test did not yield results due to a lack of quality video content, and this was honestly documented in reports to the client.
Results:
Best month: 173 leads at $6.6/lead, of which 92 were qualified leads (MQL) at $12.47
The quiz showed a conversion to MQL of 73% (compared to 45% for lead forms)
Overall, over 280 leads in 4 months