The liveandstudy project
Input data
Tariff
Topic
Employment in European countries
Instagram link:
Monthly budget:
About the client:
Purpose
Results
Tariff package project
Short result
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70%
Subscribers grew by
492%
Number of requests
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100%
Number of customers per month
The basis of the team
Denis
Denis is the voice of our company. He spends hours making sure that our clients feel cared for and enjoy their interactions with the company. If you have any suggestions or ideas, you can write to us.
Christina
Khrystyna is responsible for the product concept, manages the creative team. Her task is to help the customer formulate a message for the target audience and visually package it so that it is correctly perceived.
Eugene
Evgeny is the main creative engine of our team. Logical thinking, analytical mindset, but at the same time can always impress our clients with a unique approach to business.
Daria
Daria's job is to formulate the client's objectives and desires, and then communicate them to the team of specialists. The project manager has to gather his or her will into a fist and finish the task with shocking force.
Nikita
Responsibility, broad horizons, marketing vision and many more qualities that can be said about Nikita. A unique tandem is the quality and speed with which Nikita performs her work.
Karina
A native speaker and expert in foreign languages with over 10 years of experience in writing texts for various tasks. She will study your tone of voice and craft the perfect text for each specific need.
SMM case: targeted advertising Live&Study — Meta Ads
The project shows how educational intentions are transformed into actionable applications: ads speak the language of countries and programs, forms collect dates, budget, and academic level, retargeting prompts the next step — from consultation to submission of documents. The Wanted People team has put together a funnel where each click moves the applicant forward, and the manager receives a brief without a dozen clarifications.
Context and goals: what kind of lead is considered “ready for consultation”
Educational demand is diverse: language courses for the summer, bachelor's programs with a deadline in the fall, master's programs with GPA requirements, Foundation for those changing majors. An application was considered ready, indicating the country/city of study, type of program
(Language/Foundation/Bachelor/Master), desired start date, English level (CEFR), approximate budget and status of documents (passport/certificate/transcript of grades). Such a set allows you to make a relevant selection of universities in one go.
KPIs focused on managed CPL, CRM qualifying rate, CPA to booking support, and ROMI from retargeting. Additionally, soft quality metrics were tracked: the share of forms with the specified English level and the percentage of applications that progressed to the document evaluation stage.
Funnel architecture: country → program → deadline → consultation
TOFU — card ads, where the first frame shows the country and type of program (“Canada — Bachelor CS”, “Germany — Master’s degree in Data Science”, “Malta — Intensive English A2→B1 in 8 weeks”). The second frame explains the admission requirements in two lines, the third — what exactly will happen after the click: list of universities, cost per semester, application deadlines.
MOFU — micro-lending for programs with a short structure: requirements, cost, scholarships, deadlines, document checklist. At 35–45% of the scroll, a form appears with mandatory fields "country/city", "English level", "start date", "budget/year" and upload of transcript/CV.
BOFU — retargeting solution: reminders about deadlines, offering free document evaluation, slots for consultation. For those who submitted data but did not send files, a script with examples of filling in and a list of acceptable formats is launched.
Creatives: Speak in the language of selection criteria, not slogans
The best layouts worked with specifics: annual cost range, IELTS/TOEFL/DUOLINGO requirements, GPA notes, undergraduate course list, visual deadlines “Fall/Spring/Rolling”. For videos, short 12–18 seconds with captions: “what is needed”, “when to submit”, “what budget to plan”. For language courses, timelines “A2→B1 in N weeks” with a demonstration of the schedule.
CTAs with the following intents: “Get a selection of universities”, “Check documents”, “Book a consultation”. Each CTA led to a version of the form with a minimum number of steps and sample prompts (date mask, budget slider, example of English level). The level of trust increased thanks to UGC comments from students and screenshots of letters from admissions committees with depersonalized data.
Analytics and Optimization: Quality Events, Not Clicks for Clicks’ Sake
Tracking is set up at three levels: Lead (form filled out), Docs_Uploaded (statement/CV attached), Consult_Booked (slot booked). It was this gradation that showed the real dynamics before admission. The UTM structure linked "creative × program × country", which allowed redistributing the budget to connections with a higher proportion of Docs_Uploaded.
Optimization took place in short cycles: A/B of the first frame and headline (CPC reduction), correction of micro-frictions in the form (date masks, city auto-suggestions, budget examples), segmentation of retargeting by behavior (“read, but did not fill in the date”, “filled in, but without documents”, “left an email - did not book”). Weak placements were turned off, the frequency was adjusted to the length of the decision-making cycle.
Scaling: Countries, Programs, Scholarships, and Deadline Calendar
Further growth is based on clustering: separate clusters for Language, Foundation, Bachelor, Master with their own lookalike audiences, micro-landings and email series for warm-up. A calendar of deadlines and application windows is launched for each country, which is synchronized with retargeting (“14 days left to apply”, “rolling open”). The block of scholarships is made separate: the ads clearly state the criteria so as not to generate irrelevant requests.
ROMI stability is ensured by data discipline: regular form revisions, a map of metrics by program type, frequency and negative intersection rules. Requesting a personalized roadmap with KPIs, budgets, and a list of quick tests will help you replicate the Live&Study approach without losing lead quality and maintaining your target CPL.