Case study on targeted advertising for employment in Poland
Work in progress
Project
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Employment in Poland, vacancies in Poland, employment in Europe, business migration.
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Purpose of advertising
Completion of a return form on the website for the purpose of collecting applications for various open vacancies. CA: African and Arab countries.
What was done by the Needed People team
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Launching turnkey advertising campaigns on Instagram and Facebook.
Setting up Facebook Pixel and the reverse form of the website.
Using 11 different audiences and hypotheses.
Creation of 10 sets of creatives for targeting each vacancy.
Checking for compliance with Facebook rules and launching the campaign within 24 hours.
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The result of the team's work We need people
The initial test budget of $130 provided valuable data and first results.
The subsequent advertising budget was increased to $1500 per month.
The average price for filling out an application varies from $1.79 to $5, depending on the specifics of the vacancy (cleaner or welder). The company receives over 500 applications per month.
Settings
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With the right planning, website optimization, and strategy, you can optimize your advertising campaign and reduce the cost per application by 25-50%. This is what the team is doing now, implementing new Advertising Campaigns and optimizing existing ones.
What goals did the client set before launching the ad?
The Live and Study project specializes in educational programs abroad. The main objectives of the advertising campaign were:
attracting applications from students and their parents;
increasing brand awareness on the Ukrainian and international markets;
promotion of educational programs in Europe, Canada and the USA;
creating a steady stream of leads through Facebook and Instagram.
Promotion strategy: what tools did we use?
To achieve maximum effectiveness, we combined precise targeting with creatives that inspire trust among young people and their parents.
Setting up advertising infrastructure
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Meta Pixel integrated for tracking applications and conversions.
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End-to-end analytics are set up for full control of results.
Creatives and messages that motivate students
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Videos and banners were created with an emphasis on the benefits of studying abroad: new perspectives, quality education, and international acquaintances.
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Offers used: "Education in Europe and the USA", "Programs for schoolchildren and students", "Scholarships and support".
Audience targeting and segmentation
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Main target audience: students aged 16–24 and their parents.
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Additional segments: high school students, graduates, young professionals.
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Geo: Ukraine + some Eastern European countries.
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Look-alike audiences were used based on applications already received.
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Retargeting has been launched for those who were interested in the programs but did not submit an application.
Live and Study advertising campaign results
3000+ unique website visitors in the first month.
The CTR of the most successful ads is 4.2%.
200+ applications from students and parents.
The average cost of a lead decreased by 20% after optimization.
The campaigns worked stably, ensuring a constant flow of appeals.
What worked best in advertising educational programs?
Video with feedback from students who are already studying abroad.
Banners with an emphasis on scholarships and career opportunities.
Retargeting for users who visited the page with the application form.
Tips for further development of Live and Study
For even greater efficiency, we recommend:
launch YouTube campaigns with student stories;
test lead generation in TikTok Ads for a young audience;
add a chatbot to Messenger or Telegram for quick consultation.
Conclusions
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The Live and Study case proved that properly configured targeted advertising can not only attract applications, but also build long-term trust in an educational brand.
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Thanks to our strategy, the company received hundreds of applications and significantly increased its awareness among students and parents.
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.
Targeted advertising of the Live&Study educational project
Live&Study’s targeted advertising helped turn social media pages into a stable channel for applications from parents and students planning to study abroad. Educational programs, schools, colleges, and universities compete not only with each other, but also with a large amount of general information, so without a clear advertising strategy, even a strong brand gets lost in the news feed. In this case, the targeted advertising of the Live&Study educational project was focused on target audiences: parents of schoolchildren, students considering foreign universities, young people looking for language courses or preparatory programs. Creatives and landing pages talked not about “abstract study abroad,” but about specific benefits: what programs exist, what are the admission requirements, what are the prospects after graduation. This approach made Live&Study’s advertising understandable, useful, and one that encourages people to leave an application, and not just view beautiful photos of campuses.
Live&Study educational project and initial conditions for launching advertising
Live&Study supports admission to educational institutions abroad, helps with program selection, document preparation, and communication with educational institutions. Before the launch of targeted advertising, the main sources of appeals were recommendations, participation in exhibitions, and organic search. Social networks were already being used: student stories, useful materials, and news about educational programs were published. However, there was not enough stable flow of new applications, and the reach of posts remained limited. Live&Study's targeted advertising had previously either not been launched or had worked episodically, without systematic analytics. The task was to build a predictable lead generation channel, where every hryvnia of the invested budget is connected to real contacts of potential students and their parents. It was important to simultaneously take into account the seasonality of the admission campaign and the long cycle of making a decision about studying abroad.
Challenges of targeted advertising in the field of study abroad
The niche of studying abroad has its own special difficulties. Decisions about moving and studying are not made in one day, and both students and parents are involved in the process, often with different expectations and levels of awareness. If targeted advertising of educational programs is built around the general phrases “better future” and “quality education”, it will quickly get lost among similar offers. For Live&Study, it was also important to weed out untargeted appeals: people who are simply interested, but not ready to take real steps, or those whose budget and language level do not meet the requirements of the programs. Working with different age groups was a separate challenge: for teenagers, the atmosphere and student life are important, for parents - safety, officiality, cost and employment prospects. All this had to be taken into account in the strategy of targeted advertising of Live&Study.
Live&Study targeted advertising strategy on Facebook and Instagram
The promotion strategy was based on audience segmentation and funnel division. Separate Live&Study targeted advertising campaigns were launched for parents of high school students, students considering master's programs, and young people looking for language courses. For each segment, separate creatives and landing pages were created: for parents, an emphasis on safety, official contracts, and child support; for students, campus opportunities, an international environment, and internship prospects. Ad formats included videos, carousels with universities, and stories from real students. Some campaigns were optimized for applications via a form, while others were optimized for messages in Direct or Messenger. After the first waves of tests, budgets were redistributed in favor of "audience plus offer" connections, which provided the lowest lead cost and the highest quality of calls.
Creatives, student stories and working with brand trust
Content delivery played a key role in the results. In the creatives for targeted advertising, Live&Study used not only photos of campuses, but also stories of specific students: which country they came from, which program they chose, how the admission process went, what changed in their lives after starting their studies. This format allows parents and young people to see themselves in the hero's shoes, and not perceive studying abroad as something distant. The texts were written in simple language, without unnecessary pathos and complex terminology, with an explanation of specific steps: consultation, program selection, document preparation, support until enrollment. Through advertising, Live&Study also demonstrated the team's expertise: partner educational institutions, work experience, support at all stages. This increased trust and reduced the number of objections at the start of the dialogue.
Results of Live&Study targeted advertising and further development
After launch and several cycles of optimization, Live&Study's targeted advertising reached the predicted indicators of lead cost and quality of calls. The number of applications from parents and students who already understand the format of studying abroad, have a basic budget and are ready to move on to consultations has increased. The schedule of calls has become more even, and not tied only to a short period before deadlines. Campaign analytics allowed us to identify the most effective countries and programs, focus the budget on areas with the highest conversion into contracts. For Live&Study, targeted advertising has become a constant growth channel, complementing offline activities, exhibitions and organic traffic. Further development includes scaling successful connections, launching new creatives with video reviews, testing additional markets and in-depth personalization of messages for different audience segments.