How We Solved a Low Conversion Problem and Generated 1,300+ Leads for an English Language School
Services
Challenge
This English language school had several directions: offline learning for adults, offline learning for children, and online courses for both children and adults.
The project already had advertising experience, but it was using a model that worked well in Ukraine — driving traffic to the website and collecting applications there.
On the Polish market, that model showed low efficiency, which is why the entire funnel had to be reconsidered.
Goal
Increase conversion rate.
Increase the number of applications.
Find an effective solution without fully rebuilding the site.
Results
Key challenges before launch
- the website did not convert on the local market
- low trust in an unfamiliar website
- the Ukrainian model did not work in Poland
How we solved it
- used Meta lead forms
- segmented campaigns by direction
- optimized for applications instead of traffic
- simplified the funnel
Results
We generated more than 1,300 leads with a total budget of around 30,000 zł (~$7,500).
The average lead cost was about 22 zł (~$5.5).
Reach exceeded 226,000 users.
This is a stable and predictable result for the education niche.
Lead cost remained stable even as the campaigns scaled.
- The strategy was adapted to the local market.
- We abandoned the website as the main lead collection point.
- Lead forms removed the trust barrier.
We changed the funnel
Instead of driving users to the website, we used lead forms inside Meta. Lead forms work inside an environment that users already trust, which is why conversion to application is higher.
This shortened the user journey and removed unnecessary steps from the funnel.
Campaign segmentation
- adults offline
- children offline
- adults online
- children online
Optimization
Campaigns were optimized for applications right away, not for traffic.
Conversion
Click-to-lead conversion increased several times thanks to the simplified funnel.
At a 10–20% paid conversion rate, customer acquisition cost was approximately $30–$55.
Why it worked
In this case, the problem was not the advertising, but the conversion point.
Replacing the website with lead forms removed the trust barrier and sharply increased the number of applications.
What Worked
The strategy was adapted to the local market.
We abandoned the website as the main lead collection point.
Lead forms removed the trust barrier.
Segmentation by direction improved relevance.
A simplified funnel increased conversion rates.
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