EdTech Platform Cuts Webinar Registration Cost 3× in Two Months
Todoo needed webinar sign-ups from Russian-speaking expats across Europe and the CIS — EZCA drove 572 registrations and cut CPL from $6.97 to $2.20 within a 2-month campaign.
Todoo (todoo.digital) is a Russian-language EdTech platform teaching email marketing and chatbot skills. EZCA ran a two-month Meta Ads campaign targeting Russian-speaking audiences outside Russia across CIS and Europe, generating 572 webinar registrations at an average CPL of $4.90 — with end-of-campaign CPL hitting $2.20, a 3× reduction from the $6.97 starting point.
An EdTech platform targeting Russian-speaking expats abroad needed webinar registrations at acceptable cost — but had never run paid campaigns to this dispersed audience.
Todoo offered online training in email marketing and chatbot development — practical digital skills with clear job market relevance. The target audience was specifically Russian-speaking people living outside Russia: expats in Europe, CIS countries, and beyond who wanted remote-friendly career skills. This is a structurally difficult audience to reach: geographically scattered, not concentrated in any single market, and requiring messaging calibrated to the motivation of people who've already relocated or are considering it. Standard geo-targeting approaches don't work; audience architecture and message relevance have to do the heavy lifting.
EZCA built a segmented Meta Ads campaign with lead forms as the primary conversion mechanism, then iterated weekly until CPL dropped 3×.
EZCA structured the campaign around six distinct audience segments, each with tailored messaging: recent expats, marketing interest audiences (chatbot and email tracks separately), office workers seeking remote-friendly skills, stay-at-home parents, and students. Lead forms were selected as the primary landing mechanism after testing against website landing pages — they consistently outperformed in this audience context. The campaign ran on weekly optimization cycles: new audiences were tested, ad formats and placements rotated, underperforming creatives paused and replaced, geo combinations tested and refined, and budget shifted toward the segments converting at the lowest CPL. The result was a compounding improvement curve that brought cost-per-registration from $6.97 at launch to $2.20 by the end of the second month.
572 webinar registrations delivered in two months at a cost that improved 3× over the campaign.
The campaign generated 572 registrations against a $2,801 total spend — an average CPL of $4.90. More telling is the trajectory: CPL started at $6.97 and ended at $2.20, a 68% reduction, demonstrating that the optimization work was materially improving economics rather than just sustaining them. Lead form performance confirmed the targeting architecture was reaching genuinely interested audiences — registration-to-show rates were high enough that the client's response was to call it outstanding. The case establishes a repeatable model for Russian-language EdTech campaigns targeting diaspora and expat audiences through Meta.
Key metrics from this engagement
Work we shipped
“You guys are great! Excellent result. Huge thank you!”
- Paid Social
- Performance Marketing
- Meta Ads
- Duration
- October–November 2022
- Stage
- Growth
- Region
- CIS