ROMI 191%. How SMITLINK Promoted Eteri Beriashvili’s Vocal Course
👋 Hi, Max here — founder of SMITLink.
I’m writing this case study with special pleasure: our client this time is Eteri Beriashvili, a well-known Georgian jazz singer with an absolutely enchanting voice.
In this case, I’ll walk you not only through the numbers but also through the logic behind our decisions. I’m sure you’ll find it insightful.
1. About the Client
Eteri Beriashvili is a singer and actress. Alongside her stage career, she has spent many years teaching vocals at a university and working with students online, using her own method of voice development inside her vocal school.
2. The Task
Our primary goal was to find a new, stable scaling channel and gather solid statistics.
The school already had some traffic coming from social media. But for further growth, they needed a new, predictable source of cold leads.
The client had previously tried promoting through VK. The results were disappointing, so they tested Telegram next. They attempted to use influencer placements — but the return was nearly zero, and meaningful stats couldn’t be collected.
That’s when the client came to us to test targeted advertising through Telegram Ads.
Together, we set initial KPIs for the test launch:
3. What We Had Initially
The client already had a working funnel:
👉 3 free lessons → a low-cost tripwire → the flagship course with mentorship
- A tested landing page
- Historical data from previous launches
- Analytics showing movement through the funnel: registration → lesson views → tripwire purchase → course purchase
After conducting a detailed audit, we decided not to make major changes to the funnel. The school used a classic three-step structure: free lessons → low-priced tripwire → full course with support.
We were lucky that the client had been systematically collecting retro-data. This gave us valuable insights and allowed us to build hypotheses without starting from scratch — saving part of the budget.
4. Our Hypothesis
We chose not to reinvent the wheel.
We directed traffic to the already tested landing page and used audiences similar to those that showed strong performance in earlier launches.
As the main traffic source, we focused on channel collections (подборки) — manually splitting them into smaller pools.
First, we gathered a highly targeted core:
- Vocal studios
- Vocal schools
- Singer channels
- Music bloggers
- Artist-related channels and competitions
- Retargeting the expert’s channel
We split all sourced audiences into separate collections. Inside each pool, we tested different audiences and varied the offer:
- Beginners: “Anyone can sing beautifully” (encouraging, motivational)
- Experienced/performers: “Tired of outdated teaching methods?”
5. Creative Production
We created two types of visuals:
Type 1 — clean, designer banners with neat fonts and polished composition.
Type 2 — simple visuals using natural photos and short, clear messages.
The second format ultimately worked better.
Our assumption: these banners looked less like ads and more like a genuine personal invitation — which boosted trust.
- Keep phrasing as short as possible.
- Don’t try to explain the whole methodology — instead match the landing page entry point, which helped the landing reach a 10.02% CR.
- Avoid an overtly “salesy” tone. Women 40+ (the core audience) react negatively to pressure. We aimed for a friendly, simple, even slightly “naive” style.
- Use the formula: “We’re looking for those who…” — a proven opener that works across many niches, including this one.
6. How We Scaled the Campaign
After strong initial results, we moved to scaling — and hit a challenge.
Because the niche is narrow, collections started burning out quickly.
- Removed channels with high CPL and kept only the strongest performers (1:1 breakdown).
- Expanded into broader topics (Music, Education).
- Added video creatives to fight banner fatigue and extend the life of winning collections.
These steps stabilized the campaign and slowed down burnout, ensuring consistent performance.
7. Final Campaign Results
Period: 20.07.25 — 01.09.25 (43 days)
Even though CPL ended up slightly above the KPI, the overall campaign remained highly profitable.
We also collected a large amount of valuable data — enough to build a detailed map of working audiences.
Key Insights
- CPL in Telegram Ads may differ from other social platforms; the economics of the funnel and final ROI matter far more.
- Segmenting offers inside the same collections helps identify the most relevant micro-audiences and lean into them.
- In niches with limited reach, scaling works better through topics, not bid increases.
- The “beginners” segment delivered the best profitability — most purchases came from creatives aimed at newcomers.
Share this case with your colleagues — it might inspire their next big move.
Have questions about this campaign? Want to see similar cases in your niche? Or want us to analyze your project and outline a clear plan to hit your business goals fast?
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