Kanapka: 18 months of a steady flow of leads for an online Polish-language school

Kanapka is an online Polish-language school with 10 years of experience: over 15,000 graduates and one of the largest YouTube communities in the niche (58,000+ subscribers). The teaching is built «on care»: courses from A0 to C1, individual and corporate lessons, preparation for the B1/B2 exams and for the Pole’s Card. The main audience is Ukrainians moving to Poland to study, work and live. We’ve been working with Kanapka for 18 months now — and the length of the cooperation itself is a metric: clients stay with us for a long time.

The project came by referral. Before us, the brand had already worked with a Meta advertising team, but the previous contractor fell short on communication and involvement: they tested nothing, changed no mechanics, looked for no new combinations — the entire inflow of clients rested on one or two campaigns.

Task

The client wanted a new approach — systematic, flexible and engaged: so the business would have several traffic sources and many working combinations at once, rather than dependence on one or two campaigns. The goal — a steady, predictable flow of leads and the ability to scale.

Our approach

1. We recommended and launched Google as an additional traffic source (previously the client worked only in Meta).
2. In Meta we constantly test new audiences, creatives and formats — to not only hold the result but also scale it.
3. We launched new formats: webinars and collaborations.
4. We develop the client’s Instagram profile and run ad campaigns for it.
5. We built a quiz funnel: the user takes a quiz and signs up — a stable working combination with a large flow of leads.

Challenges

1. Seasonality. Off-season, the results dipped, so we constantly looked for new combinations to keep stability even outside the season.
2. Volume of creatives. We tested many formats and identified the one that works best — conversational video. We help the client create such videos.

Result

The average cost per lead steadily holds at around $2 — a strong figure for the niche. The working quiz funnel gives the client a large and predictable flow of leads, new students and the ability to scale.

Effective advertising gave the business cash flow for growth: the client updated the website (which lets us return to Google and deliver results in a new traffic source) and plans to test TikTok. We’ve long gone beyond the role of a contractor and become a business partner — we even provided the client with a front-end developer when they needed to build out a ready website design. The bottom line — 18 months of cooperation and a high LTV.