My Facebook Ads Case Study: How I Generated 105+ Leads at $2.15 Each Using Facebook Ads

Facebook Ads Case Study: $2.15 CPL for French Tutoring

Client: Franco Buddy
Channel: Facebook Ads
Objective: Lead Generation for French Tutoring Services

Overview

This case study explains how I planned, executed, and optimised Facebook advertising campaigns for Franco Buddy, achieving high-quality French tutoring leads at a very low cost while working under strict budget constraints.

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Key Results at a Glance

$2.15

Best Cost/Lead

2.73%

Best CTR

$0.38

Best CPC

105+

Leads Generated

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The Business

Franco Buddy is a French teaching and tutoring service I co-founded with friends. We help learners across Canada learn French for immigration, academic, and career advancement.

Our services include:

• TEF & TCF exam preparation
• CRS score improvement for Canadian PR
• French-speaking university admissions
• Personalized 1:1 tutoring
• Speaking practice with native French teachers

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The Challenge

As the Head of Marketing, my responsibility was to generate qualified leads while operating on limited budgets, typically between $50–$100 per campaign.

The key challenges were:

• Reaching the right audience across multiple Canadian time zones
• Maintaining sustainable acquisition costs
• Grouping students into fixed-time classes efficiently

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My Approach

Strategic Targeting

Geographic Focus:

• Ontario: Brampton, Mississauga, Markham, GTA
• Quebec: TCF exam preparation
• Western Canada: Vancouver (BC) and Alberta

Time Zone Optimisation:

Since group classes run at fixed schedules, I continuously analyzed enrollment data to target the time zones that were actively required, ensuring efficient batch formation.

Demographic Performance:

Audience	Cost per Lead
Females (18–34)	$2.15
Males (18–34)	$4.53

Given budget constraints, I prioritised the demographic that delivered the highest efficiency and conversion quality.

Creative Strategy

• Image ads, video ads, and carousel formats
• Main hook: Free Demo Class
• Outcome-driven copy: "Master French. Get PR."
• Authority hook: Learn French with native teachers

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Campaign Performance Summary

Metric	Result
Total Ad Spend	$439.10
People Reached	19,243
Total Impressions	33,657
Total Clicks	686
Overall CTR	2.04%
Overall CPC	$0.64
Best Cost per Lead	$2.15
Best Campaign CTR	2.73%

The top-performing campaign achieved a 2.73% CTR, well above the education industry average of approximately 0.9%.

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Key Learnings

1. Messaging Objective Outperformed Lead Forms

Conversation-based ads converted better than traditional lead forms. This gave our sales team warmer leads to work with.

2. Smaller Budgets Can Win

The $111 lifetime budget campaign outperformed the $30/day campaign on cost efficiency. Focused spending with precise targeting beats broad reach.

3. Brand Awareness vs. Lead Generation Require Different Creatives

A meme-style video drove exceptional brand recall, but direct-benefit videos generated more actual leads. I learned to separate branding from conversion campaigns.

4. Iteration is Everything

My first campaigns ran at $7+ per lead. Through continuous optimisation, I reduced that to $2.15 — a 72% improvement.

5. Data Transparency Matters

Regular communication of analytics with the finance team helped secure continued funding and build trust.

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My Role

As Head of Marketing at Franco Buddy, I was responsible for:

• Planning and executing Facebook ad campaigns
• Generating and qualifying leads
• Optimising campaigns for cost efficiency
• Conducting demo classes
• Converting leads into paying students
• Reporting performance analytics to finance

Campaign Screenshots

Campaign Evidence: To view the full Facebook Ads Manager dashboard with all metrics clearly visible, click here to access the high-resolution screenshots

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Bhavya Panchal

bhavyapanchal.com