Education · IT for Kids
KIBERschool: 133 leads at $4.50 for a kids' coding school
Launched Lead Ads for KIBERschool coding school: parent targeting, segmentation by children's age, free trial lesson offer. Result: 133 leads at $4.50 with a $600 budget.
- Industry
- Education · IT for Kids
- Duration
- 1 month
- Services provided
- Facebook Ads, Instagram Ads, Lead Ads, Parent targeting
About the project
Client: KIBERschool, a children's coding school. Audience: parents of children aged 7–16 who are interested in IT education for their child. The task was complicated by the fact that the purchase decision is made by the parent, while the product is consumed by the child.
Task
Generate the maximum number of applications for a trial lesson on a monthly ad budget of $600. Target cost per lead — no more than $5.
Strategy
Ad messaging was built around two parent pain points: "what is my child doing in their free time" and "how do I give them an in-demand career in the future." For children — around the motive of creating their own games and programs.
What I did
- Segmented the audience: parents of children aged 7–10 and 11–16 — separate creatives for each segment
- Launched Lead Ads with a free trial lesson sign-up form — minimum steps to conversion
- Created video ads featuring the learning process and children's reactions — an emotional trigger for parents
- Applied geo-targeting to high-income districts
- Launched retargeting for parents who clicked but did not complete the form
Results over 1 month
- 133 leads
- Average cost per lead: $4.50
- Ad investment: $600
Conclusion
For children's educational products the key to a low cost per lead is correct segmentation and a zero-barrier offer (free first lesson). Lead Ads with a simple form cut the path from click to application to just a few seconds.
133
leads in 1 month
$4,50
cost per lead
$600
ad budget