finzachet.ru (online financial literacy test): 9,574 registrations at $0.78, $7,452 budget
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The task
Drive mass registrations for a nationwide online financial literacy test (finzachet.ru). The specifics of the project — national scale and a broad audience: a large volume of participants was needed at a controlled cost per registration, without the pace of sign-ups dropping over the course of the campaign.
What we did
Spread the budget across five ad platforms: VK, Yandex Direct, Instagram, MyTarget and Google Ads. The multi-channel combo solved the main problem of large-scale campaigns — audience burnout on a single platform: when volume in one channel gets more expensive, the missing registrations are picked up by the others.
Results
- Ad budget — $7,452
- Registrations — 9,574
- CPL — $0.78
Insights
The key figure of the case is a $0.78 CPL at a volume of almost 10,000 registrations: holding a low price at this scale is harder than getting it on a small budget, where one “hot” audience is enough. Five channels gave room to maneuver — the budget can be reallocated toward the platforms that perform better at the moment. For nationwide educational and social projects this is a benchmark: a budget of around $7,500 converts into ~9,500 participants at a cost per registration below $0.81.
