Client and challenge
Ballery — an online school that teaches balloon décor: weddings, parties and shop-window displays. The product is paid courses and webinars with an average order value of around €286.
The audience is decorators and event specialists in the USA, Canada, Australia and Europe. A narrow niche and expensive Western traffic.
Sell the training in Western markets — where people pay in dollars, but advertising costs more too — and still keep the unit economics in the black.
Run several channels at once and boil it all down to one clear number: what went into advertising, and what came back.
What we did
The school-ballery.com website
A landing site for the Western audience — selling courses and webinars.
Facebook and Instagram
The main sales channel — creatives built around wedding and event décor.
Google Ads
Search and YouTube — aimed at people looking for décor training right now.
YouTube and TikTok
Video channels for reach and for warming up new audiences in Western markets.
Social media management
Content and nurturing on social support the paid traffic and the sales.
Unit economics
It all came down to ROMI: we count revenue per euro spent on advertising, not clicks.
Results in numbers
The project's combined unit economics across two years of work. Ad budget figures are withheld — we show the result and the payback.
At peak — up to 100 paying students a month
Export performance — and in the black
Expensive Western traffic in a narrow niche — and it still pays back. Here is how much came back and how ROMI works out under different methods.
We show all three calculations at once — because that is the honest way. By any of them the project sits around break-even, and overall — in profit.
main market
English-language traffic
a different time zone
English and multilingual
Not the CIS but Western markets, where advertising costs more — yet the dollar-priced order value is higher too. Average order value from advertising — €286.
Creatives and the website
The real English-language creatives that sold the courses, and the school's live website.
Hover to scroll through the site — or click to open it in a new tab.
“Selling training in a narrow niche to Western markets — and staying in the black. Expensive traffic only forgives those who watch their unit economics.”
Expanding into Western markets?
We work with online schools and exporters: performance marketing into the USA, Canada, the EU and Australia, plenty of channels and honest unit economics. Tell us about your task — we'll work out how to get into profit and propose a plan.