English courses

01The goal

An online English school needed more course applications — through Instagram and through its website.

02What we did

• Widened the geography: the audience was initially limited to one city, but the school is online and a student’s location is irrelevant — so we added the CIS countries.
• Split traffic into two scenarios: visits to the school’s website and direct messages on Instagram.
• Connected a chatbot that handles prospective students’ frequent questions and moves them on to the school’s site — a manager joins an already warm conversation.
• Used both our own creatives and posts that were already performing on the account.

03Results over 10 days

applications

95

average cost per enquiry ($0.57 to $2.95 depending on the audience)

$1.35

click-through rate on website ads

9.3%

cost per click to the website

$0.03

04Why it matters

This is a clear example of why one number never tells the story: a direct message costs more than a site visit, but it also behaves differently. Splitting traffic into two scenarios, plus a chatbot absorbing routine questions, gave the school a steady flow of applications on a controlled budget. The campaign ran in April 2024.