Challenges

• New Business and Website: The educational center was newly established and had no prior advertising experience.
• Higher Service Prices: The center's services were priced significantly higher than individual specialists in the same field.
• Limited Audience: Services were offered locally in Sofia, targeting a specific audience of 216,000 people. We had to carefully manage ad frequency and regularly refresh ad visuals and ad copy to avoid audience fatigue.
• Strong Competition: Competitors included individual therapists (speech therapists, child psychologists, etc.) who offered lower-cost services. However, these competitors lacked the comprehensive solutions provided by our client.

Solutions

Target Audience. We focused on the perfect client profile - Parents of children aged 1–5 years. Adults aged 22–55 years living in Sofia.

Tailored Strategy. Our strategy incorporated: The unique features of the client’s services. Competitive positioning in the local market. Audience-specific messaging to highlight the center's benefits.

Tasks Executed for Facebook Advertising

• Brand Awareness Campaigns: Introduced the center's services to the target audience.
• Engagement and Traffic Campaigns: Highlighted the benefits of the services. Educated parents on key symptoms in children that may require intervention. Offered free initial assessments to build trust.
• Traffic Campaigns: Provided users with precise location details.
• Engagement Campaigns: Increased engagement on the center’s Facebook page.
• Call Campaigns (Leads vs. Traffic): Tested both campaign types to identify the best-performing method for generating inquiries. Promoted free services for new users to boost engagement.
• Lead Generation Campaign: Enabled users to fill out a contact form directly.

Tasks Executed for Google Advertising

• Service-Specific Campaigns: Divided each service into its unique aspects, specialists, and specific features. Created Search campaigns optimized with a well-researched semantic core.
• Performance Max and Smart Campaigns: Maximized audience reach and awareness. Outperformed competitors by consistently engaging the target audience.

Results

Google Ads - Reached 11,000 users with an initial CPC of 0.30 BGN, later reduced to 0.20 BGN.

Facebook Ads - Reached 514,316 users in the first month with an average CPC of $0.09, further reduced in subsequent months.

Lead Generation Impact - Within 5 days, inquiries began flowing through the online contact form, averaging 1 per day.

• By the second month, inquiries increased by 300% and continued to grow by 10%-15% on a monthly basis.
• Achieved a 101% increase in website traffic and an 88% increase in engaged sessions after the first month.
• Consistent daily bookings and positive feedback from loyal audiences contributed to further campaign success.