WeBrandLab

Irina Seleznova

Ad Spend: $20 885
Price per Sale – $181,6
ROAS – 2.75
Generated: 115 sales
Revenue – $57489,00

About the Client

I started working with this client on March 11, 2024. Irina Seleznova is a crypto investor who sells her program “How to Start in Crypto,” where she teaches students how to invest in crypto. She has three different levels of products: Low: $400 Middle: $800 VIP: $1500, which includes her direct involvement.

The Problem

  • Low number of good leads for the sales team
  • Low sales
  • Spending a lot of budget on less effective ads, which attract inappropriate leads

What was my challenge?

  • First, identify the most effective communication with potential clients and focus on their problems
  • Second, decrease CPA to $200 or less, and thereafter, aim to keep it even lower
  • Additionally, maintain the ad account to prevent it from being disabled

What Was Done?

  • Tested new communication strategies in ads
  • Identified the audience with the highest conversion rate from lead to real client who want to start learning
  • Scaled the best-performing ad sets and adjusted ad communication to attract more qualified leads who are willing to pay

Workplan

My first step was to create a strategy and test different angles for different audiences. The audience may be unaware of the problem that my client is solving.
The primary target audience is women aged 20-45, as indicated in the brief. However, these women have varying levels of knowledge in crypto, so I needed to tailor my approach accordingly.
I created 3 to 4 different ad groups for different audiences. The main points are:

 
  1. Women who don’t know about crypto.
  2. Women who know a little but haven’t invested in it.
  3. Women trying to invest small amounts of money.
  4. Women investing significant amounts to build an investment portfolio.

My next plan was to create ads for each of these audiences.
First, I tested three different types of creatives:

  1. Static ad banner.
  2. Dynamic video with or without voiceover.
  3. Introductory video (I prepared 35 scripts for different types of audiences).

Work results

Ad Spend: $20 885
Registration – 8 359
Leads – 269
Price per Reg  – $2.5
Price per lead – $77,64
Price per Sale –  total $181,6
Generated: 115 sales
ROAS – 2.75
Revenue – $57489,00

Creative #1

Spent – $3152.69
Value – $6600
ROAS – 2.09 

Creative #2

Spent – $4294.52
Value – $5000
CPL – $286
Sales – 15 

Conclusion of performance

After preparation and  testing. While most competitors were only using simple ads—short static images or generic videos—I began to see promising results.

The client requested raw leads for a maximum of $3 per lead. Initially, I was getting leads at over $4 each, but after identifying 3-4 winning ads, the cost per lead decreased to $2.50, and the cost per sale dropped to $181.60, down from $300-$400.
With further testing and refining the scripts, the cost per sale eventually decreased to $160. 

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