Gelios: Reducing the cost of ice to $1.45 per cold ice when targeting Ukrainians abroad

Gelios is a company that offers speed reading courses for children and adults, focused on Ukrainians abroad. The main goal is to help parents develop their children’s skills and increase their success.

We were faced with the task of reducing the cost of a lead for a trial lesson: to $4 for a cold lead and $8–10 for a qualified lead. A qualified lead was defined as one who was contacted and confirmed the application. Previously, the client faced high costs due to ineffective campaigns, so we had to optimize targeting, improve creatives and find the most effective channels for lead acquisition.

✅ Analysis of previous campaigns

First, we conducted a detailed analysis of the client’s previous advertising campaigns launched by other contractors. This allowed us to identify the main reasons for the high cost of leads, in particular, ineffective creatives and weak targeting of the right audience.

✅ Target audience and geography

The main audience was Ukrainian parents living in high-income Western European countries (Germany, Belgium, the Netherlands, Austria). We decided not to target countries with lower purchasing power (Poland, the Czech Republic, Lithuania) in order to focus the budget on more conversion regions.

✅ Creatives and ads

We developed new advertising creatives aimed at parents who seek to develop their children through speed reading courses. The visual elements were bright and emotionally engaging, and the ad texts called for the development of the child’s skills and increasing his or her success.

✅ Testing different channels

The advertising was launched on several different landing pages: quizzes, website, messengers. This allowed us to test different approaches to interacting with customers and find the most effective channel for attracting leads.

✅ Analytics setup

We set up pixels on all platforms used for advertising campaigns, and also integrated analytical tools to track conversions and evaluate results in real time. This allowed us to quickly optimize campaigns.

Low conversion of previous campaigns

Due to inappropriate targeting and poor quality creatives, the cost per lead was too high. We solved this problem through more precise segmentation and testing of new creative formats.

Lack of accurate analytics

We integrated all the necessary tools for accurate conversion tracking and pixel settings at every stage of the user journey.

Localization and emotional approach

The ads were adapted for the Ukrainian audience abroad with a focus on education and development of children, which caused a great response from parents.

Testing different formats

The use of different landing pages (quizzes, website, messengers) allowed us to select the most effective channels of interaction with potential customers.

Ukraine: Reach — 527,063 people, number of leads — 1,495, average cost per lead — $1.45.

Europe: Reach — 298,709 people, cost per lead — $5.94–$8.88, which is in line with the goals.

Canada: Reach — 44,872 people, average cost per lead — $10.06, which was also in line with the goals.

Account 2: 319 leads, with an average cost per lead of $2.56, which is significantly lower than the planned costs.