Todoo hero — person at laptop webinar night scene with registration metric cards

Education

CIS

Growth

Todoo

572 webinar regs. CPL $2.20. 68% lower.

Meta Ads to Russian-speaking expats. CPL dropped from $6.97 to $2.20 in 2 months.

Throughput

Delivered

6 audience segments tested and iterated

Expats, marketing enthusiasts, chatbot interest, email marketing interest, office workers, stay-at-home parents, and students all tested concurrently

Speed

Delivered

2-month campaign window

October–November 2022 — full audience buildout, creative testing, and optimization within 8 weeks

Cost efficiency

Delivered

CPL reduced 3× over campaign

From $6.97 at launch to $2.20 at close — $4.90 average across the full period

Todoo needed webinar sign-ups from Russian-speaking expats across Europe and the CIS. EZCA ran a 2-month Meta Ads campaign, driving 572 registrations and cutting CPL from $6.97 at launch to $2.20 at end — 68% reduction through continuous audience and creative optimization.

The problem

Niche audience. Webinar volume. Cost per reg compounding.

Todoo targets Russian-speaking expats across Europe and the CIS — a specific audience spread across geos and languages of daily use. Webinar economics only worked if CPL stayed under a narrow threshold.

Todoo creative — iPhone Instagram ad for free Russian-language webinar at Paris cafe

Todoo dashboard — MacBook Meta Ads Manager with CPL decline 6.97 to 2.20 highlighted

The approach

Meta Ads. Daily creative rotation. Geo-split audiences.

Facebook and Instagram lead forms for registration capture. Audience split by country cluster (Germany / Israel / Spain / Cyprus / UK / CIS). Creative rotated on fatigue, bid management tightened daily. CPL watched as the single optimization metric.

The outcome

572 regs. CPL $2.20. 68% reduction.

572 webinar registrations over 2 months. CPL dropped from $6.97 at launch to $2.20 at end — a 68% reduction. $4.90 average CPL. $2,801 total spend — repeatable cost structure documented.

Todoo result — Looker Studio report with 572 registrations by geo and CPL decline

Measured impact

Key metrics from this engagement

Webinar registrations

572

October–November 2022

Average CPL

$4.90

Across full campaign period

CPL reduction over campaign

$6.97 → $2.20

-68%

CPL dropped 3× from campaign start to close

Total ad spend

$2,801

Full campaign budget

Total impressions

643,516

Total clicks

“You guys are great! Excellent result. Huge thank you!”

Todoo team

Client · Todoo

Engagement spec

Scope at a glance

Services

Paid Social

Ready when you are

Output like this.
On a subscription.

20-minute fit call — we scope a monthly Growth-Ops plan for your business.

572 webinar regs. CPL $2.20. 68% lower.

Niche audience. Webinar volume. Cost per reg compounding.

Meta Ads. Daily creative rotation. Geo-split audiences.

572 regs. CPL $2.20. 68% reduction.

Key metrics from this engagement

Scope at a glance

Output like this.On a subscription.

Output like this.
On a subscription.