How We Generated 90+ Residence Permit Leads in Europe Through Audience Segmentation and Different Offers
Services
Challenge
Europass is a company that helps clients obtain residence permits in Slovakia and other EU countries.
Its core services include residence permit processing, opening a business in Europe, help with documents, and relocation.
This is a complex, high-ticket product where the decision takes time and requires trust.
Goal
Increase the number of leads.
Test different audience segments.
Find effective “offer + target audience” combinations.
Results
Key challenges before launch
- no audience segmentation
- one generic offer for different types of customers
- an unstable lead flow
- a complex product with a long decision-making cycle
How we solved it
- split the audience into separate segments
- created a dedicated offer for each segment
- simplified the message with clear creatives
- optimized ads for a real target action
Results
Over the course of the project, we generated 92 leads, 86,205 reach, and 175,368 impressions.
The total budget was $1,869, and the average lead cost was ≈ $20.3.
The best combinations delivered $13–$17 per lead, while weaker segments were as high as $28–$36 per lead.
This confirmed that different segments have different unit economics and require separate approaches.
It also showed that some segments are significantly more efficient and generate cheaper, higher-quality leads.
- Audience segmentation allowed us to speak to each segment in its own language.
- Different offers for different pain points significantly improved conversion rates.
- A simple and clear message worked better than complex production.
What we did
We built the strategy not around one universal offer, but around separate audience segments. Segmentation and adapting the offer to a specific audience were the key drivers of performance in this case.
Audience segmentation
- business owners and entrepreneurs
- freelancers
- relocation / life in Europe
This increased ad relevance and lowered the lead cost.
Offers by segment
- “Residence permit through business”
- “Residence permit for freelancers”
- “Life and travel in Europe”
Different offers produced different lead costs, which helped identify the most effective segments.
Creatives
- light, clear visuals
- associations with Europe
- an emotional angle built around life in Europe
- no complex production
Optimization
Because there was no classic e-commerce analytics setup, we used a Custom Event (lead / application). This was critical, since standard e-commerce analytics did not apply to this product.
- trained the algorithm
- improved lead quality
- stabilized performance
Why it worked
In this product, people do not buy a residence permit itself — they buy a solution to a specific problem: business setup, freedom of movement, or relocation.
That is why a universal ad approach did not work here, while segmentation became the core success factor.
What Worked
Audience segmentation allowed us to speak to each segment in its own language.
Different offers for different pain points significantly improved conversion rates.
A simple and clear message worked better than complex production.
The Custom Event helped train the algorithm on a real target action.
In the complex residence permit niche, a universal approach failed — relevance won.
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