- Get in front of the right audience
- Build a working ad strategy on social media
- Lower cost per lead while staying within a tight budget
An EdTech SaaS platform offering online lectures for agricultural university students and farming professionals came to us with three goals:
Their niche was narrow, their budget was limited (about 2M RUB/year), and they needed a system that could grow with them — without burning money on guesswork.
The client & the challenge
We built a flexible media strategy that focused on relevance first — no broad targeting, no spray-and-pray.
Here’s how we approached it:
- Google Ads became the core: we ran retargeting and interest-based campaigns
- Meta ads were tested, but we cut them when results didn’t justify the spend
- The niche audience meant we couldn’t scale too fast
- Bureaucracy delayed creative approvals
- With a strict budget, every test had to be worth it
Ad performance:- CTR grew from 0.1% to 0.7%
- CPC stayed between 0.2–0.6 $
- Avg CPL: 15-20 $
- Video ads helped us stand out — they grabbed attention and improved results
- We ran an audience survey to better understand user behavior and sharpen our messaging
- Switched from CPC to CPA bidding as soon as we had enough data — smart move
- Constant testing + KPI tracking helped us lower CPL while keeping lead quality high
Even in a niche like agri-education, you don’t need massive budgets to hit your goals. With the right setup, quick iteration, and laser-focused targeting, you can grow efficiently — and stay in control.
- Interests: agricultural education, farming, agri-tech
- Behaviors: visiting agri-related sites and searching for relevant courses
We broke the campaign into two clear phases:
1. Start smart — Used “Maximize Clicks” to collect data and learn fast
2. Then optimize — Switched to “Maximize Conversions” with CPA bidding once we had enough signals
It wasn’t smooth sailing. A few things slowed us down:
But we adjusted fast and stayed close to the data.
We not only hit the lead goal — we beat it.
- Target: 1,364
- Achieved: 1,514 → +11%
🚀 Best-performing channel:
Google Ads delivered the most leads at the best CPL. Interest-based targeting showed strong engagement and conversions.