Generate more qualified leads and sales for a project with thousands of educational products.
At the start, the advertising structure had multiple issues. Most of the budget was focused on automated campaign formats, but the results were not satisfactory: the cost per lead was high, while advertising failed to generate the required volume.

I started by developing the strategy and analyzing the product itself:

• assessed demand and profitability across different areas;
• identified the courses that should receive the main advertising focus;
• set priorities and allocated the advertising budget;
• built promotion around the most promising areas;
• separately worked through brand and competitor search queries;
• rebuilt the advertising structure and fine-tuned individual campaigns.

One of the project’s key specifics is that offline courses take place on fixed dates. This means advertising needs to launch in advance: the algorithms need time to learn, while leads must be generated before the course begins.

After launching the new advertising structure, leads and the first payments started coming in the very next day.
Over the course of the project:
×4 advertising budget
×4 number of leads
We continue to scale the project, test new areas, and launch promotion for new courses.

Instead of advertising the entire catalog at once, we built a system where the budget is directed toward the most promising products and areas.
The project continues to grow — and we continue to identify new opportunities for scaling.