Promoting a tarot school marathon via Facebook Ads in 2 months: 5,759 leads for $1.86. ROAS 335%

Developing an SMM strategy

We were recently approached by an online tarot school looking to expand their audience and attract new clients in Ukraine and Europe. Their goal was to generate leads for a 5-day tarot marathon, which would later become a platform for promoting a more extensive course.

5368,37 $

total budget of advertising campaigns

1 175 477

people were shown an advertising campaign

5 759

total leads received

0,93 $

average lead price

335%

ROAS (return on investment)

Details

GEO

Ukraine, Europe

Target audience

mostly women

Niche

Online tarot school

This school has a well-developed personal brand of the founder, who leads the school’s main courses. This fact helps in promotion, in terms of recognition and trust in the personal brand of the school’s founder.

Task

Our task was to create an effective advertising campaign in Facebook Ads that would attract interested users to the free marathon.

Client: Tarot Reader
GEO: Ukraine, Europe
Goal: lead generation for a 5-day marathon with subsequent sales of a large course
Traffic source: Facebook Ads
Duration: 2 months
TA: mainly women

Work progress

Setting the task and analyzing the client

We were approached by an online tarot school whose goal was to expand their audience and attract new customers in Ukraine and Europe. The main task was to attract leads for a 5-day tarot marathon, which was to serve as a springboard for promoting a more extensive course.

Developing a strategy and target audiences

We segmented the audience into three main groups: - Users in Ukraine; - Users in Europe; - The audience that interacted with the content of the school founder. For each group, we developed unique creatives and advertising texts that took into account the audience's level of training (beginners and experienced users) and their motivation (desire to learn or deepen their knowledge).

Creating and testing creatives

We developed and tested several variants of advertising creatives and texts. Based on the performance analysis, we selected the most effective ads, which were then used in the main campaign.

Launching and optimizing an advertising campaign

After the preparation was completed, we promptly launched the campaign. In the course of the campaign, we regularly analyzed the effectiveness of the ads and optimized them based on this data. Focus on effective ads: We focused on the most effective creatives. For example, one of the ads showed particularly high efficiency, which helped reduce the cost per lead. Optimization by audience: For Europe and Ukraine, we did not divide the audience into experienced users and beginners, as the differences in results between these groups were minimal. This allowed us to avoid unnecessary costs. Conversion optimization: During the work, we also suggested that the client simplify the sales funnel, which could increase conversion and user engagement.

Working on a marathon promotion project

Target audiences and their segmentation

Our advertising campaign was focused on three main TA: users in Europe and Ukraine, as well as those who had previously interacted with content from the school founder’s personal brand. To increase efficiency, we classified the creatives into two segments: experienced users and beginners. This allowed us to develop unique images and advertising texts for each group, with the aim of further analyzing the most effective combinations. The links were divided into:

desire to learn and understand tarot
need to hone and deepen your knowledge of tarot

Launch and optimization of the campaign

We quickly launched the advertising campaign and set it up for effective work. After launch, there was no need to make major changes to the settings. The main thing we regularly adjusted was active ads, updating them depending on their effectiveness.

Strategies for different audiences

Audience integration: In large campaigns, we decided not to divide women in Europe and Ukraine into experienced and novice. We found that the differences in results between these groups were minimal, and individual settings could increase the cost of advertising.
Focus on effective ads: Our analysis showed that ad #3 is the most effective. This emphasizes the importance of focusing on offers and the general atmosphere of creatives.
Conversion optimization: We recommend improving the part of the sales funnel after the Facebook platform. One way is to simplify the funnel by reducing the number of stages and increasing user engagement at each stage.

These strategies and approaches will allow us to use resources efficiently, increasing the effectiveness of the advertising campaign and achieving desired indicators, such as the cost of acquiring a subscriber.

Results of social media promotion

Key results

5368,37 $

total budget of advertising campaigns

1 175 477

people were shown an advertising campaign

5 759

total leads received

0,93 $

average lead price

335%

ROAS (return on investment)

Promotion result Europe

Campaign “Wide Europe”

GEO – Europe
Impressions – 196,628
Clicks – 1,458
CTR – 0.74%
Leads – 861
Average cost per lead – $0.84
Total spend – $726.01

Women Europe Campaign

Impressions – 320,096
Clicks – 1,944
CTR – 0.61%
Leads – 1,037
Average lead price – $1.41
Total spend – $1,460.17

Screen with the most effective audiences:

Promotion result Ukraine

Campaign “Wide Ukraine”

GEO – Ukraine
Impressions – 90,013
Clicks – 1,446
CTR – 1.61%
Leads – 981
Average price per lead – $0.30
Total expenses – $296.90

Campaign “Women of Ukraine”

Impressions – 426,156
Clicks – 4,226
CTR – 0.99%
Leads – 2,071
Average lead price – $0.93
Total spend – $1,927.53

Screen with the most effective audiences:

Campaign “LAL” (those that interacted or are similar to these)

Impressions – 142,584
Clicks – 3,476
CTR – 2.44%
Leads – 809
Average cost per lead – $1.18
Total spend – $957.76

Screenshot with the most effective audiences:

Conclusions

Total conversion value (sales during/after the marathon): $18,000
Total spent: $5,368.36
ROAS (return on investment): 335%

Thanks to our work, the tarot reader was able to not only attract a significant number of new clients, but also establish strong relationships with potential marathon participants. Our Facebook Ads campaign allowed the client to achieve a high level of lead generation and successfully promote her larger course, opening up new horizons in her professional activities.

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