At the start of the project, we focused on younger audiences, who responded best to the driving school’s offer. We ran separate campaigns for Lviv and the Lviv region, using two approaches to collect and qualify leads: a lead form with phone number verification and a quiz with additional questions about the preferred course format and the prospective student’s needs.

Phone number verification helped filter out irrelevant enquiries with random or outdated contact details. The quiz gathered more information about prospective students, including their preferred course format and other details needed to follow up on each enquiry.

We continuously adapted the lead generation format based on performance. If the cost per lead increased or the number of qualified leads fell, we switched between the lead form and the quiz to maintain a steady flow of relevant enquiries.

As younger audiences generated the highest-quality leads, they became the main segment for scaling the advertising campaigns.

We also focused on creative messaging, regularly adapting it to the audience’s current needs and motivations:

• seasonal offers — winter discounts, Black Friday and other timely promotions;
• seasonal scenarios — for example, highlighting that taking lessons in winter means being ready to drive independently and confidently by summer;
• common fears and objections — anxiety about starting lessons, putting off getting a driving licence, and concerns that an instructor might shout or make lessons uncomfortable;
• affordability — presenting payment in instalments as an additional benefit;
• local insights — creatives tailored specifically to Lviv, such as the message that mastering Lviv’s roads makes it easier to drive anywhere else.

During Black Friday and seasonal promotions, we also used remarketing to re-engage users who had already interacted with the ads or the brand but had not yet submitted an enquiry.

As a result, our advertising strategy was built around continuous testing of audiences, lead collection methods and ad messaging, rather than a single fixed approach, with a focus on lead quality, not just volume.