Children’s international online programming school. The school operates all over the world, but the main markets are North America, Europe, Middle East.

The school has already successfully led the direction of individual lessons.
We came into this one to develop a new direction — group classes.

The task was to launch traffic in Facebook Ads to parents of children and collect applications for the first introductory lesson, which cost $ 30.

After the first lesson, the manager sold subscriptions to customers.

The school is designed for children 7−16 years old.

Training is provided in 7 different areas:

• Computer Grammar;
• Game development in Scratch;
• Graphic design in Figma;
• Creating 3D games in Roblox;
• Website Creation. Frontend development;
• Python programming;
• Creating games on Unity engine.

To start, we studied our competitors and created a mental map of the project so we could have a complete picture of the project and see the entire funnel that clients would go through, as well as understand how we could differentiate ourselves from our competitors.

We launched our first traffic, our KPI was $ 20 per lead (we needed to bring in leads no more expensive than $ 20)

We used affinity audiences and video creatives. We weren’t very happy with the initial results, leads were coming in at $ 25-$ 40 and there were a lot of leads we couldn’t reach.
After the first week, we got the initial results and took a break for 2 days to analyze and understand what was going wrong.

After looking at the stats, we came to the conclusion that the wrong audience was responding to our ads, so we decided to revisit our creatives and audience settings.

For the second time we decided to test static creatives,
but not design creatives, but with children who study in this online school.

After the second launch, the results already started to please us, there were good bids, at a price of $ 10-$ 15.

This time we decided not to use interest-based audiences, but launched traffic to a broad audience, setting restrictions only on geography, gender and age.

In the future, after getting enough data, we launched traffic to different segments of the LAL audience, but they gave only a short-term effect.

We also worked with audience retargeting, with separate offers to show ads to those who were on our site but didn’t sign up for a class.

Later on we tested different offers, but the 6 that worked best were the ones that gave good results and the audience we needed

For the first 4 months of work we managed to achieve the following results:

• Advertising budget- $ 88 670
• Number of leads — 5 940
• CPL (cost per lead) — $ 15

We cannot disclose details of ROMI and other economic indicators of the project, as this project is under NDA.

The information in this case study is agreed with the CEO of the company.