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Case: targeted advertising for the Live and Study educational project

Case study on targeted advertising for employment in Poland

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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.

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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

  • Meta Pixel integrated for tracking applications and conversions.

  • End-to-end analytics are set up for full control of results.
     

Creatives and messages that motivate students

  • Videos and banners were created with an emphasis on the benefits of studying abroad: new perspectives, quality education, and international acquaintances.

  • Offers used: "Education in Europe and the USA", "Programs for schoolchildren and students", "Scholarships and support".
     

Audience targeting and segmentation

  • Main target audience: students aged 16–24 and their parents.

  • Additional segments: high school students, graduates, young professionals.

  • Geo: Ukraine + some Eastern European countries.

  • Look-alike audiences were used based on applications already received.

  • 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

  • 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.
     

  • Thanks to our strategy, the company received hundreds of applications and significantly increased its awareness among students and parents.

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