Infobusiness at €2-3M revenue tripled income — while halving the ad budget.
SITUATION
A Ukrainian infobusiness in online education. The model runs entirely on paid traffic: Instagram, Facebook and Google route people into a lineup of training products. At one point the company deliberately widened the lineup to diversify traffic sources. The owner came with a feeling, not a diagnosis: «Things look busy, traffic is high, but profit isn't growing the way it should. I can't see where it leaks».
WHAT WE FOUND AND DID
- Broke down economics of each product separately — CAC, conversion, LTV
- Found a money pit: cheap leads, near-zero conversion, cross-sell story unproven by data
- Traced customer journeys through that product — cross-sales didn't actually exist
- Drilled into ad campaigns by UTM — switched off the ones bringing empty traffic
- Switched ad evaluation from «leads» to actual sales conversion via unit economics
RESULT
| Ad spend | −50% |
|---|---|
| Revenue | ×3 |
| Real conversion to sale | ×2 (vs company's own «ceiling») |
| Stability | Profit held, didn't regress |
| Team | Same — no headcount growth |
Heavy traffic isn't heavy profit. While ads are measured in leads instead of sales, the business pays for motion that goes nowhere.