Visa Agency Meta Ads Case Study: 4,445 Leads and 1,283 Qualified Leads
Meta Ads generated 4,445 enquiries and 1,283 qualified leads for a visa agency, with campaign results tracked through to payment.
The visa agency helps people in Ukraine and Ukrainians living across Europe obtain tourist visas for the UK, US, Canada and other destinations. The business needed to measure the full funnel, from consultation and qualification to contract and payment, rather than judging campaigns by lead cost alone.
The challenge
Scale campaigns without losing lead quality
The client was already running Meta Ads, but the cost per lead rose noticeably as monthly spend reached $14,000-15,000.
- Find what was driving lead costs up.
- Increase spend without a significant rise in qualified lead cost.
- Track each campaign’s contribution to qualified leads, contracts and payments.
Audience and destinations
People in Ukraine and Ukrainians living in Europe. The main services were tourist visas for the UK, US and Canada. Campaigns were tested in Russian and Ukrainian.
Audit: why lead costs were rising
The audit found that spend was being increased on the same ads without regular creative refreshes. Ad frequency rose, people saw the same ads repeatedly, and each new lead became more expensive. We rebuilt the strategy around new creative, landing pages and audience segments.
Campaign relaunch and end-to-end reporting
We launched new campaigns for the UK, US and Canada, separating Russian-speaking and Ukrainian-speaking audiences. Each campaign had UTM tags. We matched enquiries against the CRM and tracked them through each stage: enquiry, qualification, contract and payment. Decisions were based on sales, not CPL alone.
Testing visa demand for Japan and China
During the first month, we tested demand for visas to Japan and China. The campaigns generated enquiries, including qualified ones, within 1-2 weeks, but none converted into a payment. We stopped these destinations and returned the budget to the core campaigns instead of scaling leads that did not produce sales.
A video landing page with Calendly bookings
We tested the existing website against a new landing page featuring a video with the founder above the fold. We replaced the form with a Calendly consultation booking. Leads cost more, but the qualified share rose from 30-35% to around 50%, and purchase conversion improved. We then moved all campaigns to the new landing page.
Shifting spend to Ukrainian-language campaigns
CRM data showed that Russian-language campaigns generated cheaper enquiries and qualified leads, but those prospects were much less likely to buy. Most payments came from the Ukrainian-speaking audience. We moved the full budget to Ukrainian-language campaigns: leads became more expensive, but they were more likely to turn into contracts and payments.
Scaling hypotheses that did not work
- Splitting countries into Tier 1 and Tier 2 did not increase the number of quality leads. Most enquiries and payments still came from Tier 1.
- Ukrainian-language ads targeting people with English-language interfaces did not deliver the expected lift.
- Instagram did not produce higher-quality leads than Facebook.
Scaling with more creative concepts
We developed 3-4 creative concepts and formats for each visa destination. This gave the algorithm more options for allocating spend and helped prevent ad fatigue. In August, monthly spend rose to nearly $17,000 while qualified lead cost stayed within the agreed KPI.
Optimising for sales, not cheap leads
End-to-end reporting changed how we evaluated performance. We assessed campaigns across the full funnel, including qualification, contracts and payments. This let us stop destinations that did not generate sales, choose audiences based on actual payments, and scale combinations that produced business results.
Visa service ad creatives
Meta Ads campaign results
Next steps
- Connect the CRM to Meta Ads and send qualified lead data back to improve campaign optimisation.
- Launch Schengen visa campaigns using the proven combination: Ukrainian-speaking audience, founder video, Calendly bookings and several creative concepts.
- Refresh creatives regularly for the UK, US and Canada while keeping qualified lead cost within the agreed KPI.
Results in numbers
266,458 zł
Total ad spend
4,445
Enquiries
1,283
Qualified leads
207.68 zł
Cost per qualified lead
Before and after
Before: Increasing monthly spend to $14,000-15,000 pushed lead costs up. Campaigns were judged by ad account data, with no clear link to payments.
After: In August, monthly spend reached nearly $17,000, qualified lead cost stayed within KPI, and every campaign could be tracked through to contract and payment.
Conclusion
Meta Ads generated 4,445 enquiries, of which 1,283 were qualified. Total spend was 266,458 zł, average lead cost was 59.95 zł, and qualified lead cost was 207.68 zł.
Results improved through UTM and CRM reporting, a video landing page with Calendly, a shift to Ukrainian-speaking audiences, and systematic Meta Ads management.
The case shows why campaign decisions should follow the full sales funnel, from first enquiry through payment.
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