Lead generation for an online 3D modeling school: ROI 1395.06

Promoting your business and personal brand on Facebook
In January 2024, we were contacted by a school that specializes in teaching 3D modeling for video games. The goal of our cooperation was to recruit 15 to 20 people to the group using lead generation through Facebook Ads. This task required a clear strategy and an integrated approach to the advertising campaign.
$746,73
advertising campaign budget
25
applications for the course
$6,36
average bid price
324
leads to the webinar
$1,81
average lead price
1395,06%
ROI
15
course purchases
$745
course purchases

Details

GEO
Ukraine
Target audience
Beginning 3D artists and modelers, professional 3D modelers who want to specialize in the gaming industry
Niche
Online school of 3D video game modeling

About client

Client: 3D modeling school for game development
Goal: traffic to the website to buy courses.
Advertising platform: Facebook
Duration of work: 2 months

Progress of work

  • Creating a marketing foundation for the project
  • Regular calls with the client to discuss advertising goals and KPIs.
  • The marketer and targeting specialist gave recommendations on how to improve the website so that it would meet the lead generation goals.
  • Development of technical specifications for creatives and design of static advertising materials.
  • Supporting the client at all stages of the advertising campaign, including quick response in case of emergencies.
  • Reporting on the results of the advertising campaign.
  • Developing a media plan based on the results.

Work progress

Basic marketing strategy

Before launching the advertising, our specialists built the foundation of the promotion for our client based on the information received from him. The basic marketing strategy included: Working on target audiences, including creating portraits of the target audience and identifying their pain points. Conducting a competitive analysis. Development and approval of key offers for promotion. Creating a product matrix of existing products. Formulating a unique selling proposition in the language of customer benefits. Providing recommendations on the website structure. Development of a content marketing strategy for social networks (Facebook, Instagram, YouTube, TikTok, etc.). Developing a funnel strategy: organic funnel, evergreen funnel (lead magnet, webinar), head-to-head funnel, launch (content warm-up, marathon, intensive, etc.), email marketing. Selection of media outlets and platforms for publishing information about the company based on newsworthy events. Visualization of the logical structure of the foundation on a board in Miro.

Planning an advertising campaign

Identification of traffic sources to attract customers. Calculate advertising budgets for a test advertising campaign. Creation of a step-by-step plan, estimates, and the team needed to implement the campaign. We developed a promotion strategy that took into account the client's capabilities and wishes. We chose two main strategies: webinar promotion and face-to-face promotion. Webinar promotion attracted potential customers through educational events, while direct marketing was aimed at selling courses directly. Our main goal was to get targeted and high-quality leads, which is why we developed an advertising strategy and started implementing it to achieve exactly that.

Optimization of work with the advertising auction

Constant monitoring of the ad auction was a key element of our strategy. We regularly analyzed auction metrics such as cost per click (CPC) and cost per thousand impressions (CPM) to understand how our ads were competing with other ads on the platform. Based on this analysis, we made adjustments to our bids and budgets to ensure the best results at the best possible cost. In addition, we used Facebook tools to automatically adjust bids, which helped us stay competitive in the auction. We identified and disabled expensive audiences, and scaled up cheap and effective connections, which allowed us to optimize costs and increase campaign efficiency.

Create and test working connections

We developed and tested different working relationships between creatives, targeting, and ad serving strategies to find the most effective combinations to achieve the campaign goals. This process included: Creatives: Development of various advertising materials, including images, videos, and text ads. We tested various options to determine which creatives resonated best with our audience. In the end, we settled on static images and motion design, which proved to be the most effective. Targeting: Testing different targeting parameters, such as age groups, geographic location, interests, and behavioral characteristics. This allowed us to find the most effective audiences for our ads. Serving strategies: We experimented with various ad serving strategies, such as automatic and manual bidding, click-through and impression optimization, to find the best approach to achieve our advertising goals.

Initially, our target audience consisted of 60% men (mostly aged 25-34) and 40% women (mostly aged 18-24).

Subsequently, the age distribution remained the same, but the percentage ratio changed: now the audience consisted of 68% men and 32% women.

What the client got from Facebook promotion

Key results

$746,73
advertising campaign budget
25
applications for the course
$6,36
average bid price
324
leads to the webinar
$1,81
average lead price
1395,06%
ROI
15
course purchases
$745
course purchases

Reporting period 10.01–02.02.2024

  • The budget was used: 30 099.25 UAH ($746.73)
  • For the webinar: UAH 23,690.24 ($587.73)
  • For the course: 6 409 UAH ($159)
  • Total applications for the course: 25
  • Average bid price: 256.36 UAH ($6.36)
  • Total leads to the webinar: 324
  • The average price of a lead: 73.12 UAH ($1.81)
  • Return on investment (ROI): 1395.06%
  • Purchase of the course: 15 (the cost of the course is 30 000 UAH / $745)

Overview of the advertising account

Conclusions

The advertising campaign was quite successful in terms of key performance indicators. Audience engagement was within normal limits, with good click-through rates, likes, and reposts.

During the advertising campaign period from January 10 to February 2, 2024, we attracted 25 leads to the course with an average price of $6.36 per lead and 324 leads to the webinar with an average price of $1.81 per lead. Among them, 15 users purchased the course at a cost of 30,000 UAH / $745.

The client was satisfied because we were able to attract numerous leads to the webinar and ensure a sufficient number of applications for the course at an optimal cost.

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