DTA Academy: large-scale lead generation for IT education in Germany

DTA Academy is an educational product on the German market aimed at Ukrainians. The idea of the project is to give access to IT education: online courses in office management, UX design, data analytics and other tracks that let people enter the IT field in Germany. For those with a German level of A2 and above, the training is available for free under a German program; for a level below A2 the course is paid. Each track has its own separate landing page.

It’s a large-scale project with serious budgets. We’ve been working with it actively for over 9 months.

Task

Steadily deliver the client’s sales team the required volume of cheap, targeted leads every week — and not for one course, but for several tracks at once, while holding the target cost per request. The volumes are large, so the demands on systematic work are high.

Our approach

1. We promote each course track separately, collecting leads for a specific landing page — so the message and audience are precise for each course.
2. Meta as the base + we recently added TikTok — we expanded traffic sources, so the project now runs on two platforms at once.
3. Audits of every landing page. Since each course has its own landing, we regularly review them and give recommendations on conversion.
4. In-house creative production and editing. At this scale you have to test a lot of creatives every week — so we took their production in-house.
5. Weekly planning calls + daily communication and reporting. At least one call a week with a detailed action plan — the client sees that we’re genuinely involved in the project.

Challenges

1. Technical lead tracking. The ad account didn’t show exact numbers for the lead forms. We reconcile our work against the actual data from the sales department: every week we get a summary for the previous week → analyze traffic quality and real results → draw precise conclusions about which campaigns and creatives worked best. This lets us correctly drive campaigns to the target KPI even when the account reports inaccurate data.
2. A large volume of creatives. To hold both volume and cost per lead, you have to test many new creatives every week — otherwise the audience «burns out.» So creative production always has to stay ahead.

Result

Over 9 months of active promotion. We hit the KPIs on both cost per request and the number of weekly leads for the sales team — steadily and across several course tracks at once. Even despite the account’s technical limitations, we effectively reconcile every campaign and every creative against the client’s real sales — and that’s exactly what lets us make the right decisions and keep the result predictable.

Start launching Meta across several courses at once, each to its own landing

Scale large budgets, weekly testing of a big volume of creatives

Recently added TikTok — a new traffic source alongside Meta

9 mo+ steady KPI on lead cost and volume

When the ad account lies, the winner is the one who can reconcile the numbers against real sales. It’s exactly this discipline — the weekly reconciliation with the sales department — that keeps a large-scale project profitable.