PROBLEM
Same three ads for a year — the audience stopped seeing them
The school ran the same three polished promo videos for months. Frequency grew, CTR fell, CPL doubled in a quarter. iOS signal loss meant Meta optimized on partial data, and the long lead form filtered out mobile users.
✕CPL doubled in 3 months: €9 → €19;
✕Three creatives rotated for a year — deep fatigue;
✕Pixel-only tracking lost ~35% of conversions after iOS updates;
✕A 9-field form killed mobile conversion.
SOLUTION · 10 WEEKS
Made creatives a process, not an event
We rebuilt the channel around a weekly creative sprint: hooks from student interviews, UGC-style videos from real graduates, structured testing — and honest server-side tracking so the algorithm learns on true signals.
WEEKS 1–2
Tracking & funnel
Conversions API + pixel, offline conversions from HubSpot; 9-field form replaced with a quiz.
WEEKS 3–4
Creative sprint #1
12 creatives: 4 hooks × 3 formats. UGC scripts for graduates: “salary before/after” stories.
WEEKS 5–8
Test & scale
Kill-or-scale every 5 days; winning bundles scaled by 20–30% steps; fatigued sets refreshed proactively.
WEEKS 9–10
TikTok expansion
Best Meta hooks adapted to native TikTok formats; separate funnel for younger audience.
RESULT · QUARTER
The channel scaled instead of dying
| METRIC | BEFORE | AFTER | CHANGE |
|---|---|---|---|
| Cost per lead | €19 | €10.6 | −44% |
| ROAS | 1.6x | 3.4x | ×2.1 |
| Quiz completion (mobile) | 31% | 58% | +27 pp |
| Lead-to-sale rate | baseline | +27% | QUALITY UP |
| Monthly ad budget | €12k | €21k | SCALED PROFITABLY |
“We treated creatives like a launch asset — make once, run forever. Pifagor turned them into a weekly process, and the numbers stopped decaying for the first time in two years.”