What challenges did the client come with?

• Attract participants to a free webinar, which serves as the entry point to the main sales funnel.
• Build an effective advertising system that delivers stable leads and consistent sales for a cryptocurrency investment course.

The project required deep preparation due to the niche specifics — cryptocurrency is considered a high-risk category in Google Ads.

What did we do to achieve the results?

1. In-depth competitor analysis

• Studied how other players promote crypto courses
• Identified common reasons for ad and account bans
• Defined compliant approaches to creatives, landing pages, headlines, and wording

2. Niche and barrier analysis

• Audience distrust toward crypto
• Fear of scams
• Strict Google Ads policy restrictions

3. Built a full funnel

Ads → Landing page → Free webinar registration → Warm-up → Core course sale

We launched Search campaigns first — they showed good CPA at the start, but:

• Many crypto-related keywords were blocked
• Scaling was limited due to Google Ads policies

4. Shifted focus to video advertising (YouTube)