Check out our Instagram Ads case study for Jazz Piano Academy and see how we delivered results.

Objectives:

Previously the client ran Meta ads but the main problem was that the ads needed to bring the right results and generate few sales at an expensive price.

Main task:

Cost per purchase below €200

Keep the cost per lead below €10

Initial Situation:

We had to work with a small advertising budget in the first few months (€3000) because the client wanted to see a positive trend before scaling up.

Challenges:

We had to develop a funnel for online education.

Increase the Conversion rate on the website

We had to build marketing campaigns on Brand awareness to gain traction and attract new users.

Sell the online course for €400

Marketing model

For the piano training academy targeting the DACH market, we applied the AIDA (Attention, Interest, Desire, Action) model to gradually introduce the brand to the audience.

We then implemented a standard Webinar Funnel for online education, allowing us to track users at each stage and identify where drop-offs occur. This helps us determine what adjustments are needed to boost the conversion rate.

Action plan

1. Customized the API to enhance conversion tracking.

2. Developed a comprehensive marketing strategy.

3. Selected and tested two funnels: AIDA and Webinar Funnel.

4. Identified the target audience profile.

5. Tailored messages for different audience segments, addressing specific pain points the product solves.

6. Collaborated with the academy’s CEO to develop advertising creatives.

7. Launched targeted advertising campaigns.

8. Created an event calendar for Q3/Q4, incorporating Black Friday, Christmas, and Cyber Monday offers.

9. Scaled the top-performing advertising campaigns.

Funnel stucture?

AIDA

1. We launched awareness campaigns to help our audience become familiar with our brand.

Optimization used: Reach and clicks.

2. In the second stage, we targeted a cold audience using ad creatives with a unique offer. We focused on interests and Lookalike Audiences from various sources to drive traffic to the website and encourage lead submissions for the course.

Optimization used: Lead generation on the website.

3. In the third stage, we targeted warm audiences who had our webiste visited and Facebook page or Instagram account.

Optimization used: Lead generation on the website.

4. In the fourth stage, we focused on those who had submitted a lead for the online seminar but hadn’t purchased the course, along with a broader audience of leads who hadn’t yet bought the course.

Exclusions: Buyers from the last 45 days.

Optimization used: Purchase.

5. In the fifth stage, we used email marketing to engage with our audience

Webinar Funnel

1. We ran ads targeting cold audiences based on key metrics like interests, behaviors, and broad targeting to attract as many potential participants as possible to register for the online webinar, where we introduced the training program.

2. Utilized retargeting to reach users who visited the website but didn’t register for the webinar.

3. Implemented retargeting and email marketing for users who attended the webinar but didn’t purchase the course.

An important points we’d like to highlight for that Instagram ads case study for jazz piano academy:

We often encounter situations where, after running ads on Facebook/Instagram, clients notice a rise in organic sales but don’t attribute it to paid advertising.To illustrate this, we can provide a screenshot from Google Analytics 4, showing how paid ads influence website traffic. By comparing audience visits before the ads were launched and after they were paused, we can clearly see the impact.

(It’s important to note that we only used one traffic source: Facebook/Instagram.)

The data clearly demonstrates that consistent paid advertising significantly boosts the brand’s presence, which in turn positively affects organic sales.

Conclusion:

Paid ads do influence organic sales, even if purchases aren’t directly visible in Facebook Ads Manager.

The Result

We like to talk in numbers, and here you can see the data related to the project.

Conclusion:

Through our data-driven strategy, we achieved an impressive ROAS of 3.55.

Lowered cost per lead

Reduced cost per purchase

Attracted new users

Expanded our customer base

Strengthened brand presence in the DACH market

If you enjoyed our Facebook Ads case study Jazz Piano Academy and are looking for assistance in improving ads for your project, feel free to reach out to us. Schedule a free call