Studishark — educational online platform

Studishark— an online platform that helps university and college students in Europe prepare for exams, write papers, and take tests.
The main audience is students from Poland, the Czech Republic, Slovakia, Germany, and Austria, for whom it is important to receive quality help quickly and anonymously.

Tasks:
— reduce the cost per lead to the break-even level ($10–12);
— improve lead quality and eliminate spam;
— build a transparent reporting system so that the client can see where every dollar goes and what results it brings.

Strategy and work stages
1. Audit and hypotheses
Analyzed campaigns, offers, and channels, identified weaknesses: lack of segmentation, spam in lead forms, ineffective channels.
Key hypotheses:
- Quizzes will yield fewer but higher quality leads.
- Instagram is the main source, Facebook can be turned off.
- The offer "exams" is more effective than "writing papers."

2. Testing
Tested: website, quiz, lead form, correspondence.
Results:
- Website and correspondence — 0 leads.
- Lead form — many, but 60% spam.
- Quizzes — fewer, but quality.
- The offer "exams" increased applications by 3.5 times, CPL — $11.36.

3. Optimization
After confirming the hypotheses, changed the advertising logic:
Separated the directions "exams" and "papers."
Kept only Instagram (98% of leads).
Added dynamic creatives from Meta.
Result: CPL ↓ by 72%, CTR ↑, applications became stable.

4. Automation
Implemented:
Lead integration into Google Sheets.
Visualization in GA4 and Looker Studio.
Control and notification system.
Now the client sees all key metrics in real-time, and the budget is planned based on data.

5. Risks and improvements
Any project is not just numbers, but also force majeure. The main thing is to react quickly.
Challenges:
- The link to the quiz broke.
- The agency was accidentally removed from Business Manager.
Solutions:
- Quickly restored access and campaigns.
- Created an action regulation and access checklist.

Results
- CPL decreased from $29.79 to $11.36 — a reduction of 62%.
- The number of leads increased by 3.6 times — from 40 to 145 per month.
- CTR increased by 41%, which reduced the cost per click.
- Conversion to application — 8.32%, compared to 4% before optimization.
- 0% spam— the quiz filtered out non-target users.
- ROI stabilized at 360% already in the second month.