A new traffic source to replace a declining channel — built in six weeks.
Quick Facts
Online school: speech therapist teaching children to speak
Main product price: 25,000 rubles
Period: August and part of September
Budget: $2,000
1,293 Telegram subscribers acquired
Cost per subscriber: $1.03
Monthly revenue: approximately $6,000
Funnel ROI: over 2x
Facebook Ad Account Screenshot
Context and Starting Conditions
The expert is a speech therapist running an online school for children’s speech development — working with clients worldwide.
Main product: online course. Sales ran through:
- webinars
- marathons
- personal coaching
Various traffic channels had been tested before, but without a stable system. The problem wasn’t the product — it was risk. VKontakte was the only reliable source, and every other channel either produced unstable ROI or burned out quickly.
Target Audience and Constraints
Who buys:
- mothers aged 25 to 40
Children who:
- aren’t speaking yet
- speak only single words
- speak, but with significant delays
Purchases came with strong fears and doubts, so the funnel was built around trust and qualification — not mass traffic.
Launch Goal
Find a new stable traffic source that:
- doesn’t depend on VKontakte
- is scalable
- builds an asset, not just one-off sales
A parallel goal was to strengthen Telegram as a long-term asset and maintain funnel ROI at no less than 2x.
Execution
Step One: Completely Rebuilt the Funnel Logic
Instead of the standard click-based model, we built a system where the value being optimized was the subscription — not the click. Ad platforms were trained on real, meaningful actions.
Step Two: Connected Telegram to Ad Systems
Ad platforms began training on actual Telegram subscriptions rather than clicks or messages. This sharply improved audience quality and stabilized results.
Step Three: Telegram as the Center of the Entire Funnel
Telegram became the entry point, warm-up channel, and sales engine:
- subscription
- free lead magnet
- paid lead magnet
- paid diagnostic session
- content warm-up
- webinar and sale
Results in Numbers
Traffic
Budget: $2,000
- $1,333 — Telegram subscription ads
- $567 — webinar ads
- approximately $100 — direct message test
1,293 subscribers acquired
Cost per subscriber: $1.03
Sales
Main product: 25,000 rubles
Monthly revenue: approximately $6,000
Sales continued after the webinar — confirming the value of delayed conversion and follow-up sequences.
Telegram Subscription Report Screenshot
Key Insights
- Optimizing for subscriptions — not clicks — is what drives profitability
- Telegram is a long-term asset, not just a messaging channel
- Audience filtering increases conversion significantly
- Sales have a delayed effect — the funnel keeps working after the live event
Summary
We built a system, eliminated single-channel dependency, and achieved stable 2x+ ROI.
If you need a stable traffic source with clear economics — reach out.
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