POLAND · WARSAWEDTECH · ONLINE COURSESMETA ADSTIKTOK2025–2026

EdTech: lead cost down 44% in 10 weeks

−44%

COST PER LEAD

3.4x

ROAS STEADY

CREATIVES TESTED / MONTH

+27%

LEAD-TO-SALE RATE

EdTech: CPL −44% with a creative pipeline

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.”

CMO ONLINE SCHOOL · WARSAW

FAQ

Frequent questions

Didn’t find your answer — ask on Telegram, we reply within 2 hours.

How often do you need new ad creative to avoid fatigue?

For this school, weekly: the team tested around 16 new creatives a month, with a kill-or-scale review every 5 days, and winning bundles scaled in 20-30% budget steps rather than left to fatigue before replacement.

Is this relevant if our real problem is rising ad costs, not the lead form?

Rising CPL was actually two separate problems here: creative fatigue (three videos reused for months) and broken measurement (iOS updates cost roughly 35% of trackable conversions). Fixing just one half, creative or tracking, will move CPL some, but not as much as fixing both together.

How do you know creative fatigue was the problem and not targeting?

Frequency and CTR moved together: frequency climbed while CTR fell and cost per lead doubled over a quarter with the same three creatives still running — a classic fatigue signature, not a targeting problem. The fix was a weekly test-and-refresh cycle, and CPL fell 44% as a result.

What was the hardest part of fixing the funnel?

The lead form, not the ad creative: a 9-field form was filtering out mobile visitors before creative even mattered. Replacing it with a quiz lifted mobile completion from 31% to 58%, and lead-to-sale rate improved by 27 percentage points as lead quality rose alongside volume.

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