Targeted advertising in search and social media for online beauty courses

Promotion of online beauty courses, beauty training programs

As part of the project to promote online courses in the beauty and beauty industry, we developed and launched a targeted advertising strategy on Instagram. The main goal was to attract a target audience interested in learning new skills in makeup, skincare, and creating stylish looks.

Thanks to detailed audience analysis and segmentation, we were able to set up advertising campaigns to reach those actively seeking opportunities for professional growth or wanting to master beauty skills for themselves. As a result, within 3 months, the number of course applications increased by 187%, and the cost per lead decreased by 23%.

We used creatives emphasizing the practical benefits of the courses, student testimonials, and limited-time offers, which helped increase engagement and conversion rates.

Order Service

Increased the number of applications for online courses.
The main goal was to attract more interested users who wanted to learn new skills in beauty and self-care.

Reduced the cost per lead.
We optimized advertising campaigns so that each potential client cost less, increasing the return on investment in promotion.

Increased course registrations.
We not only attracted the audience’s attention but also motivated them to take action—signing up and paying for courses.

Input Data

Client: an online beauty school offering courses in makeup, skincare, and creating stylish looks.

Challenges:

High competition in the online course market.
High cost of impressions and targeted actions in advertising campaigns.
The need to attract an audience interested in distance learning, which narrows the reach by learning format.
Limited reach due to the niche and specificity of the target audience.

Project duration: 3 months.

We started with a deep market and audience analysis to understand how to stand out among competitors and attract the most interested users. Considering the specifics of online courses, we emphasized the convenience of learning from anywhere in the world and the practical benefits of the programs.

Creatives we used for advertising

Creatives we used for advertising

Development of test layouts and audience segmentation

At the initial stage, we created test ad layouts, focusing on the key advantages of online courses: accessibility, practical benefits, and the ability to learn from anywhere in the world. We developed two types of audiences: broad (to reach the maximum number of users) and narrow (focused on beauty-related interests). This allowed us to identify a more interested and solvent audience.

For the test launch, we separated Facebook and Instagram platforms to determine which one was better suited for attracting the target audience.

We noticed that the online school’s page lacked examples of work and student results that could inspire potential clients and increase trust. Since the client did not have enough high-quality content, we suggested launching ads to find models willing to take the course at a special price. This allowed us to create professional content: photos and videos of learning outcomes that demonstrated real student success.

We also identified optimal parameters for attracting interested audiences, which helped focus on those who genuinely wanted to learn new skills. After launching ads with the new content, the number of course applications significantly increased, and students actively enrolled in the programs.

To promote the haircare course, we developed a video script that the client successfully implemented. Our designers professionally designed the material, highlighting the key benefits of the course: accessibility, practical skills, and student results. We launched this content in advertising campaigns to attract the target audience.

Additionally, we reworked the concept of the static banner. Instead of focusing on one course topic, we added information about all available programs so potential students could choose the most suitable option. We also highlighted a special offer for the new intake, which increased the course’s appeal and motivated the audience to make quicker decisions.

In the following months, we continued our collaboration, focusing on scaling the achieved results. By gradually increasing the advertising budget, we achieved significant growth in applications for online courses.

Results achieved from promotion over three months:

Average cost per webinar registration – 0.40 USD

Number of registrations – 10,032

Course purchase requests – 56,736 USD

Thanks to the optimization of advertising campaigns and content improvement, we not only increased the number of applications but also improved their quality. Students became more active in enrolling in courses, and the online school achieved regular daily sales.

Outcome:

Strengthened the client’s position in the online education market.
Achieved a stable flow of applications and increased the profitability of advertising campaigns.
Created a foundation for further scaling and business growth.

This project became an excellent example of how a well-thought-out strategy and creative approach can lead to significant results even in highly competitive conditions.

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