Online Language School Poland — Meta Ads at €5.29 CPL

Project overview

An online language school in Poland needed Meta Ads to drive sign-ups for free trial lessons — the top of their funnel. The brief: keep CPL low enough that trial-to-paid conversion (~25%) keeps customer acquisition cost profitable.

What we did

• Localised creative production in Polish with native-speaker copy review
• Built lead forms with intent-qualification questions (current level + learning goal)
• Layered audience targeting by education-interest groups + parent demographics
• A/B tested video vs static creative — video won on cost-per-lead (€5.15 vs €5.51)
• GDPR-compliant tracking setup with explicit consent flow

The result

The two strongest ad sets delivered 126 leads at €5.29 average cost-per-lead, on €666 spend across the test phase. The school’s trial-to-paid conversion held at 28%, making the per-customer CAC profitable in the first month.