Case: Cutting lead cost in half for an education-sector business using a quiz

Quizzes are becoming an optimal solution for increasing online sales when it is necessary to quickly test advertising hypotheses and obtain qualified leads. The use of quizzes in targeted advertising in this case is demonstrated by AG.Marketing, an online marketing agency specializing in a data-driven approach with a focus on ROI and increasing client profit.

The team combines proprietary strategies, creativity and data analysis to find the optimal solution for each business. In this case study, we discuss which problems quizzes help solve and what results we achieved using the example of a client in the education and scientific support niche.

About the client

A company specializing in full scientific support contacted us, providing services from preparing a PhD candidate to supporting an academic career in Ukraine and abroad. The target audience of the business includes several segments, among which about 20 percent are bachelor’s and master’s students planning to become PhD candidates, and 80 percent are active researchers.

Project tasks and challenges

Our task was lead generation from social media, as the client had not previously developed this channel actively. During hypothesis testing, we tried several campaign objectives, namely:
– website traffic and form submissions
– Direct/Messenger messages
– lead forms

Comparison of website traffic vs lead forms and messages showed that the best lead cost was achieved through Direct/Messenger without losing quality. We focused on this direction, working with the client on the next funnel stage: initial communication scripts, lead validation, auto-reply bots and registration in the educational service.

However, at that time Meta updated its rules, which restricted messaging capabilities. A user who contacted from an ad received a reply only in hidden requests, and they could not message again until they confirmed the conversation. Because of this, a significant percentage of qualified conversations was lost, with every second dialogue disappearing.

How the quiz solves these issues

The solution had to meet the following criteria:
– a short path from the first contact with the ad to registration
– lead cost at the level of messages/lead forms
– the ability to independently initiate contact with a lead if they did not complete certain funnel steps
– quick implementation with minimal resources, as advertising could not be stopped

The quiz met all these criteria perfectly, and we decided to create it using ADS Quiz. The service fully satisfies the needs of fast landing implementation: a wide variety of features, integrations, flexible design options that allow adapting the quiz to most niches and funnel stages.

Screenshot 1: Example question

The structure was designed so that the user clarified the project requirements step by step, and the managers received comprehensive information for qualifying the lead. The quiz not only engaged the user but also immediately segmented inquiries by area of work, which made communication with potential clients significantly faster.

Screenshot 2: Example question

We used integration with a Telegram bot that sent all lead data to the client’s sales managers and also transmitted UTM data, which allowed us to additionally evaluate the effectiveness of each separate launch.

Results

In the first 10 days of the quiz, 22 leads were received and qualified as high-quality, moving to the next stages of the sales funnel.
The average cost of a qualified lead was 541 UAH, which is twice cheaper than the website lead (the first hypothesis) and fully meets the KPIs set before us.

A very simple quiz did not require significant resources to launch; we maintained advertising activity and the lead flow did not stop.

Screenshot 3: Quiz launch results

Advantages of the quiz compared to the Direct/Messenger objective:
– fast lead qualification without involving a manager
– no loss of contacts due to Meta restrictions
– ability to contact the lead by phone/email, whereas in messages this data was not provided at early communication stages

Advantages of the quiz compared to website form submissions:
– shorter and clearer interaction path, fewer abandoned forms
– conversion cost reduced by half
– more detailed lead qualification at the first funnel stage, meaning higher inquiry quality

The company’s managers saved time because they received already prepared information from potential clients. As a result, the quiz strategy proved more effective and economically beneficial for the client. It also allowed us to use time efficiently: advertising did not stop and continued generating profit while the team was developing the next solutions.

We hope this experience will be useful for service businesses in various niches. If you also want to get the maximum number of clients and profit from social media, contact us and our team will gladly create a profitable plan for your business.