Online school of Cost estimation: 5,320 registrations for 102

How we brought back lead generation in a narrow niche and built a stable flow of applications through avtovoronka

Online school for cost estimation training (has been operating since 2014).

The task: to replenish the database with fresh registrations through lead magnets and an autowork of webinars, to enter mass lead generation at a minimum cost per application.

5,320 registrations

A filled funnel — from “zeros" to advanced training
102 ₽ for registration

CPL is 2-3 times lower than the average price in online education
320 applications via quizzes

Quiz marketing test — maximum response and conversion among those who are “immersed” in the topic

Audience analysis and gathering

They parsed university graduates, paired up competitors' bases, built lookalike, and segmented by experience

Optimization of landing and analytics

We rechecked the landing page, implemented pixels, and set up end-to-end analytics from Facebook to Excel

Creative development

We tested 3 designs and 3 texts for 1 offer, scaled the best bundles, added videos and quizzes

Quiz marketing and autoworks

We divided the products into 3 segments, launched 3 quizzes, integrated them into avtovoronka, and improved lead generation.

Audience analysis and gathering

They thought that there were “three estimators per country” — it turned out that there were tens of thousands of them.

-1-

Graduate Parsing

We gathered an audience of construction universities through VK, and worked only on the latest issues.
-2-

Lookalike by registration database

We uploaded all the old leads to Facebook and found them “similar” in behavior and interests.
-3-

Competitor Parsing

We have added those who interacted with competitors — VK and Instagram.

Optimization of landing and analytics

The landing page was ready, but it didn't work at its maximum without conversion.

-1-

Pixel and goals

Added tracking by key events, set a goal — click on the request button.
-2-

End-to-end analytics

Integration from Facebook to Excel — all application data in a single report.
-3-

Cleaning the funnel

Together with the marketer, we went through all the steps, removed unnecessary items, and increased productivity.

Creative development

Continuous testing — at every stage of the funnel.

-1-

3 designs and 3 texts per offer

We always mix at the start to understand what works.
-2-

Scaling the best

The winning bundles are quickly scaled to the entire budget.
-3-

Videos and quizzes

Video creatives increased engagement, and quizzes increased the quality of leads.

Quiz marketing and autoworks

The tool that gave the maximum conversion “in depth".

3 quizzes — for experience, beginners, advanced training

Each product has its own user route.

High-quality leads

320 applications in 1 month with a CPL of 145 ₽ — above average in quality.

Embedding in the autowork

The quiz is the first step, then the webinar, then the warm—up and sale.

The results of the promotion

Spent: 545,785 ₽

The entire budget for targeting, analytics — before each request
5,320 registrations, CPL 102

The result across all channels is massive entry into the funnel.
14,610 clicks, CPC — 37.36 ₽

High-quality traffic for every touch
The average CTR is 0.7%, the CR from click to registration is 37.15%

Transparent funnel: every third click is a request
The main insights

Parsing, lookalike, and quizzes are the basis for a massive influx of leads. For a narrow niche, this is a must-have. There is no “magic” — only systematic work at all stages.