Paintless dent removal course
The PDR school had never run paid ads for its courses — students came only from referrals and YouTube. We tested a direct sale and a deep bot funnel: 308 subscribers to a free lesson series at $1.18 in 7 days.
An online course from a PDR school
A PDR (paintless dent repair) school launched an online course and tested demand through a bot with a free lesson series.
A 5-lesson SendPulse bot funnel gathered 308 subscribers at $1.18 each on a total budget of 42,038 UAH.
- Client
- PDR school
- Niche
- Online course (automotive)
- Format
- Facebook + bot funnel (SendPulse)
- Campaign budget
- 42,038 UAH
Increase the number of students at the PDR school and test a new online program for an audience abroad (Europe, US, Canada). The client had never run paid ads for courses, the site was early in development, and there was no contextual advertising.
We set up analytics (Pixel, GA4 + GTM, UTM), segmented the audience into 3 hypotheses and tested two strategies: a direct course sale and a deep bot funnel with a series of 5 free lessons on Telegram and Messenger.
3 audience hypotheses
Want to master a promising profession earning $1.5–10K. Emigrants in the EU/US/Canada and residents of Ukraine.
Experienced, want to switch specialties, raise their qualification and earn more in a cleaner job.
The most profitable hypothesis: they can send several employees to training at once.
Two hypotheses — from direct sale to a funnel
Traffic to the site without context ads is hard, since social audiences are cold. The lead turned out expensive, so we moved to a deeper funnel.
Driving people into a bot for a series of intro lessons, after which we sent a quote for the full program and showed student results. Lessons via Telegram and Messenger.
Ad cabinet and bot screens
Real Ads Manager, SendPulse, Notion and funnel screens — untouched.
What was done
Site audit, Pixel, GA4 + GTM and UTM tags to track campaigns and leads.
Built a funnel in SendPulse: a series of 5 lessons with a 12-hour limit and reminders.
Audience analysis, 3 audience hypotheses, layouts and copy for each segment.
Client reports and a list of questions for audience research (custdev).
In 7 days — 308 bot subscribers at $1.18 for a series of 5 free lessons, 20 consultation leads. The funnel delivered cheap, engaged leads and a base to scale.
Creatives for two strategies
Layouts for the direct course sale (UA / online) and for driving people into a free lesson series on Telegram — in Ukrainian and Russian.
The bot funnel delivered cheap, engaged subscribers but didn't lower the consultation lead cost to target. The next step is custdev: audience research to understand which free materials lead to a course purchase and which segments are ready to buy right away.
The bot gave us cheaper engaged subscribers and showed how the audience reacts to free materials. Now it is clear that we need deeper segment research before scaling the course.