We helped a company that specializes in helping IT and digital specialists find high-paying jobs abroad earn 6,000,000 rubles.
If you run an online school or an expert business in EdTech, this case will show how to avoid typical mistakes in paid traffic and scale sales through Telegram and webinars.
Project context: from scattered traffic to a focus on results
The client is a dynamic company that helps IT and digital specialists find high-paying jobs abroad. Their services include full support up to receiving an offer from a foreign company, and English courses adapted for passing interviews successfully.
The task was ambitious: attract a target audience to a Telegram channel with useful content on career growth, and also drive sales of two key products through live webinars. However, at the start of our cooperation the traffic was unfocused. Budgets were spread across several platforms, including less effective channels where about 100,000 rubles a month went with no visible results.
In our case the problem was compounded by a lack of precise tracking — without UTM tags and CRM integration it was hard to understand which channel brought real revenue.
Balandin Agency, specializing in Facebook Ads for online schools and experts, took on the project with an emphasis on its expertise: strategic optimization of paid traffic, a focus on high-yield channels, a data-driven approach using end-to-end analytics to improve ad effectiveness. We work closely with clients on content and funnels, scaling budgets only at a positive ROAS.
What we did: a focus on proven funnels and optimization
The first step was a radical simplification: we dropped most of the funnels and focused on what already worked. This let us avoid unnecessary tests and get results quickly. We singled out two key directions:
- A Telegram channel with useful content: here we attracted an audience interested in top jobs abroad. The ads were built on posts from the channel — this ensured relevance and raised engagement. Plus, we applied our proprietary tool for optimizing ads directly for subscriptions, which helps the Facebook Ads algorithms learn faster and lower the cost per lead.
- Live webinars: two types — on finding a job abroad and on improving English for interviews. To drive registrations we tested a variety of audience segments and simple offers based on the webinar content. The creatives included bright designer banners and videos with catchy headlines that grabbed attention in seconds.
All this was backed by technical expertise: we set up UTM tags for precise tracking, integrated the data with the client’s CRM and used our service for collecting subscribers’ usernames. This let us link traffic to sales and calculate real ROAS. Weekly planning calls with the client ensured prompt optimization, and automated reports in spreadsheets provided transparency.
Many marketers ignore integrating traffic with sales funnels because it is hard to set up and maintain, but in today’s reality it is the key to success.
The client’s contribution — the key to synergy
The project’s success depended heavily on the client’s involvement. They showed a high level of cooperation at every stage:
- Quality content: the posts in the Telegram channel and the webinars were full of practical insights for IT specialists of any level — from junior to senior. Not just information, but real tools for career growth.
- Well-thought-out funnels: the client provided clear paths for users — from subscription to purchase. Thanks to that, webinar attendance from our traffic reached a record 47%, significantly above the industry average.
Such a partnership is the ideal model for working with online schools. When the client shares responsibility for content and funnels, the traffic does not just arrive — it converts into loyal buyers. Our experience confirms it: close collaboration leads to business growth without wasted effort.
Results: from subscribers to multi-million revenue
In three months (April–June) we brought 3,507 subscribers to Telegram on a total budget of 596,849 rubles. The cost per subscriber ranged from 140 to 193 rubles, and revenue from these users came to 2,633,604 rubles. ROAS — 441%.
For the webinars the results were no less impressive:
- Job search topics (4 webinars): budget 912,300 rubles, revenue 2,782,445 rubles, ROAS 305%.
- English (3 webinars): budget 419,313 rubles, revenue 541,415 rubles, ROAS 129%.
Overall totals for the two directions: budget 1,928,462 rubles, revenue 5,957,464 rubles, ROAS 309%.
How did we measure it? Thanks to the integration of UTM, CRM and the data collection service, we tracked the traffic’s contribution to sales precisely. This let us link subscriptions to sales and confirm the ROI.
These numbers are no accident. Over the distance a “snowball effect” appeared: warmed-up users from Telegram and the webinars started buying more actively. In June the traffic brought in 2.4 million rubles.
Key takeaways for online schools and experts in online education:
- Focus matters more than reach
It is better to work 2–3 channels perfectly than to run 10 mediocrely. Concentrating resources on working funnels gives a multiple times bigger result.
- Content determines the success of the ads
The most creative ads will not save a weak product or content. Invest in the quality of materials before launching ads.
- An analytics system is the foundation of growth
Without precise measurement of results, optimization turns into guesswork. Set up full tracking from day one.
- Long-term thinking pays off
The effect of quality traffic does not show immediately. Be ready to invest in warming up the audience over the long distance.
Why this approach works for EdTech and expert projects
Our experience with clients shows: success in digital marketing for education projects rests on three pillars:
- Deep expertise in building sales funnels
- A data-driven approach to ad optimization
- A full cycle of support from strategy to reporting
Our approach includes:
- Strategic planning based on analyzing working funnels
- Creating and A/B testing creatives for the target audience
- Data-driven optimization of targeting and budgets
- Automated reporting with a full analytics cycle
- Regular strategy sessions with a dedicated specialist
- Technical integrations for precise result tracking
