About the client
Doctors in Italy offers premium medical shadowing programs for American students — immersive experiences priced between $5,000 and $15,000. It’s a high-ticket offer in a competitive education market, where trust and credibility are everything.
The challenge
Cost per lead had become unsustainable. The Meta ad account was underperforming, and the team was seriously considering abandoning the platform entirely. With premium pricing, every wasted lead was expensive — and the funnel wasn’t delivering.
Our approach
We started by restructuring the ad account for simpler, goal-aligned optimisation. The previous setup was overly complex and giving Meta mixed signals about what success looked like.
Next, we set up full-funnel tracking and attribution so the right conversion signals were feeding back into the algorithm. Without this, no amount of creative or targeting changes would have worked.
Then we introduced a student-first creative strategy — messaging and visuals that spoke directly to the audience, not just on Meta but across the landing pages too. We made sure every touchpoint felt consistent and built for the person reading it.
The results
Cost per lead dropped from over €200 to just €22 — an 89% reduction. What had been an unprofitable channel became one of their most efficient sources of qualified leads, making premium education programs profitable at scale.