Education · Languages
English school: 67 course sales and 209% ROI via lead magnet
Launched a two-step funnel for an online English school: free level test → course conversion ad. Result: 67 sales with $737 invested, 209% ROI.
- Industry
- Education · Languages
- Duration
- campaign period
- Services provided
- Facebook Ads, Instagram Ads, Lead magnet funnel, Retargeting
About the project
Client: an online English language school. Product: adult courses at various levels (Beginner → Advanced), group and individual formats. A competitive niche with high auction bids.
Task
Launch advertising on Facebook/Instagram and achieve stable course sales with a positive ROI on a limited budget.
What I did
- Analysed the audience and identified key segments: students, young professionals, mothers on maternity leave, people aged 35–45 seeking career growth
- Created unique ads for each segment with different pain points and offers
- Launched a lead magnet: a free English level test + a mini-lesson
- Set up a two-step funnel: lead magnet → paid course
- Retargeted users who completed the test but did not purchase a course — the hottest audience
Results
- 67 course sales
- Ad investment: $737
- Profit: $2,278
- ROI: 209%
Conclusion
A lead magnet (free test) is the key to reducing cost per lead in the competitive online education niche. Warming up through useful content increases purchase conversion 2–3 times compared to direct selling.
67
course sales
$737
ad investment
$2 278
profit
209%
ROI