What challenges did the client come with?

The client’s goals were:

• Attract the right audience — parents willing to invest in high-quality education
• Generate applications for school tours as the first stage of engagement
• Ensure a stable flow of high-quality leads for enrollment in a premium educational institution

A key requirement was maintaining the elite brand image, without discounts, promotions, or aggressive offers.

What did we do to achieve the results?

1. Built a school tour funnel

• Allowed us to attract leads without devaluing the product
• The tour served as a personalized touchpoint with the target audience

2. Launched search campaigns

• Paid special attention to high-intent keyword research, including niche queries such as “private school” and “elite education”
• Started with a very limited budget (UAH 3,000/month), which restricted A/B testing but allowed us to collect initial leads
• Gradually scaled the budget to UAH 12,000/month, expanding reach, testing new hypotheses, and accessing more financially qualified audiences

3. Market and competitor analysis

• Considered demand-limiting factors: war conditions, family relocation abroad, and a long decision-making cycle
• Adapted messaging to current audience needs: safety, stability, and international-level education in Ukraine

4. Implemented micro-conversions

(contact views, phone clicks, scroll depth)