Case Study: How an Online Psychology School Got 318 Leads in 30 Days
About the Project
Our client is an online school of psychological growth from Kyiv, offering author-designed courses on self-discovery and emotional intelligence development. The main sales channel is online. The target audience consists of women aged 25–45 living in Ukraine.
Goals and Objectives
- Generate 200+ leads within 30 days
- Reduce cost per lead (CPL) to $3.5
- Increase brand awareness on Instagram
- Boost website conversion rate from 1.9% to 3%+
What Our Specialists Did
1. Preparation and Strategy
- Conducted deep target audience analysis (interests, behavior, pain points)
- Created unique landing pages for each course
- Configured Meta Pixel and tracked key events (Lead, Purchase)
- Split campaigns into upper and lower funnel stages
2. Creatives and Copywriting
- Developed 6 videos and 10 banners
- Tested different offers: “Free Webinar”, “50% off the First Course”, “Psychology for Life”
- Launched Instagram Stories with clear call-to-actions
3. Optimization
- Ran A/B testing for audiences (Lookalike 1%, Interests, Competitor followers)
- Regularly turned off underperforming ad sets
- Launched retargeting campaigns for users who visited the website but didn’t submit a form
Results (in 30 Days)
- Leads generated: 318
- CPL: $2.86
- Website conversion rate: 3.8%
- Instagram followers gained: +1,270
- Total ad spend: $909
Challenges Faced
- Ad creatives burned out quickly — required refreshing every 5–7 days
- Instagram limited reach due to high competition in the niche
- Part of the traffic was cold — enhanced the sales funnel via email and Telegram
Insights and Key Takeaways
- Female audience 25–34 responds best to story formats and video creatives
- Segmentation by pain points works better than by interests
- Retargeting delivers up to 30% of all leads — never skip it
