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Case: targeting for a driving school and karting courses

Extreme driving school in Kyiv

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The goal of the advertising campaign

Our task was to attract new customers for extreme driving courses and children's karting classes. The main goal:

  • get a steady stream of applications via Instagram and Facebook;

  • ensure automatic upload of leads to Telegram for quick processing by managers;

  • test different segments of the target audience and determine the most effective directions.

Actions implemented by the "Necessary People People" team

1. Setting up advertising campaigns

  • Campaigns have been launched with a focus on lead generation.

  • Placements used: Instagram Feed, Stories, Facebook Mobile.

  • The set advertising budget is $10 per day.
     

2. Creative development

  • 4 videos were created: a demonstration of extreme driving lessons, dynamic footage from karting tracks.

  • 8 banners with different UTPs were prepared for different target audience segments.
     

3. Automation of application processing

  • Convenient uploading of leads to the Telegram bot has been implemented.

  • This enabled managers to quickly contact potential clients.
     

4. Audience segmentation

  • Target audience #1 is youth and adults interested in driving schools, extreme sports, and road safety.

  • Target audience #2 — parents of children aged 6–12 (children's karting).

  • Creatives were adapted for each group: dynamic videos for young people, informative banners for parents.

Advertising campaign results

  • 30+ applications received in the first 5 days of operation.

  • The cost of ice is less than 5 UAH.

  • There is a high level of interest in both extreme driving courses and children's karting.

  • CTR of banners — from 3.2%.

  • Stable flow of leads at optimal impression frequency (up to 1.6).

Targeting strategy and planning

The initial launch focused on interests in driving schools, driving, and extreme activities. An additional segment was launched for “parents of children aged 6–12.”

The ads were created taking into account the interests of each audience:

  • for young people - emphasis on drive and adrenaline;

  • for parents - emphasis on children's development and safe learning;

  • for corporate events - offers in the format of team trainings.

Tips for improving results

To increase conversion, we recommend:

  • test videos with feedback from students who have already completed the courses;

  • add a separate campaign for messages in Direct, which will allow you to get more "hot" leads and shorten the path to purchase.

Conclusions

The case showed that properly configured targeted advertising, even with a minimal budget, can bring a high number of quality applications. Thanks to segmentation and creatives, the driving school received a powerful tool for attracting customers in Kyiv.
 

The main success factors: competent planning, personalized creatives, and fast lead processing via Telegram.

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