Meta Ads Case: Online School of IT Courses
Task:
The school launched advertising on Meta independently — leads cost $48 each, and the sales department could not handle the processing. It was necessary to reduce CPL and improve lead quality so that the conversion to payment increased.
What was done:
- Rebuilt the funnel: instead of direct sales — a free webinar as the first step
- Divided audiences by level: beginners, junior developers, those who want to change professions
- Launched 18 variants of creatives, kept 3 with the lowest CPL after a week-long test
- Added a qualification quiz to the form — filtered out non-target applications
−62% - CPL
$18 - Cost per lead
+94% - Conversion to payment
×3.8 - ROAS
The school launched advertising on Meta independently — leads cost $48 each, and the sales department could not handle the processing. It was necessary to reduce CPL and improve lead quality so that the conversion to payment increased.
What was done:
- Rebuilt the funnel: instead of direct sales — a free webinar as the first step
- Divided audiences by level: beginners, junior developers, those who want to change professions
- Launched 18 variants of creatives, kept 3 with the lowest CPL after a week-long test
- Added a qualification quiz to the form — filtered out non-target applications
−62% - CPL
$18 - Cost per lead
+94% - Conversion to payment
×3.8 - ROAS
Dnepr 
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