Infobusiness at €2-3M revenue tripled income while halving the ad budget.
×3revenue with half the ad spend
IndustryInfobusiness, online education
Revenue€2-3M
FormatProject and retainer
TeamPartner, analyst
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 and 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»)
StabilityProfit held, didn't regress
TeamSame: 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.
A 42.finance principle