In short
The project launched from scratch: no students and no acquisition channels. We spent a month researching the audience and preparing the launch: media plan, creatives and campaigns. In six weeks, ads brought in 80 leads and 10 students. Each student cost €242 to acquire, while their contract for the first year of the programme is €1,773, 7.3 times more.
Starting point
The project team had created an educational programme for children and teenagers, but had no students yet and no experience in attracting clients. The audience is parents of different nationalities living in Slovakia: Slovaks, Ukrainians and others.
The goal was to build the first intake of students from scratch at a predictable acquisition cost.
What we did
- In the month before launching ads, researched the market and the audience: which parents are ready to pay for this kind of programme and what matters to them.
- Audited the project and put together a launch media plan.
- Produced the creatives and ad copy.
- Launched Meta Ads with lead forms.
- Kept weekly plan vs. actual reports and optimised the campaigns: the cost per lead fell by 42% over six weeks.
Results
Six weeks of ads: 4 September – 18 October 2026
| Metric | Value |
|---|---|
| Ad budget | €2,419 |
| Leads | 80 |
| Students from ads | 10 |
| Cost per student | €242 |
| One student’s first-year contract | €1,773 |
| Total first-year contracts | €17,730 |
Cost per lead: September and October
| Metric | September | 1–18 October | Change |
|---|---|---|---|
| Ad budget | €1,819 | €600 | |
| Leads | 51 | 29 | |
| Cost per lead | €35.67 | €20.69 | −42% |
Highlights
- One in eight leads became a student: 10 students from 80 leads.
- A student’s annual contract is 7.3 times their acquisition cost.
- A project that started without a single student got its first intake in six weeks.
How we calculated
- Source: weekly Meta Ads reports and the project’s CRM.
- Students from ads: 10 of 13. The other three came through the founders’ personal connections and aren’t included. Students who got in touch via Instagram or phone are counted as coming from ads: the project had no social media of its own, so they could only have heard about it through the ads.
- Contracts are signed for a year with monthly payments: 9 payments of €197. Total contracts is the amount students agreed to for the first year, not money the project has already received.
- Cost per student is the ad budget divided by the number of students from ads.
