Akademia Kaseta: enquiries for classes at a third of the cost, two seasons in a row

Starting point

Akademia Kaseta teaches ceramics, theatre, drawing, singing and photography in Gdańsk, to children and adults alike. The end of the summer holidays and the start of the school year is one of the most important moments of its year, because that is when parents and adults choose classes for the months ahead. We took over its Meta Ads campaigns from another agency in November 2024, so the first enrolment season we were responsible for was 2025.

Our point of reference is the last season before we took over the account: from August to October 2024, €1,860 went on ads and 38 people signed up through the form on the website. Each enquiry therefore cost €49, in the very months when interest peaks.

What we saw

We started by checking where that season's budget had gone. The spend was spread across 32 campaigns, which built reach with Reels, drove traffic to the website, collected Messenger messages or waited for a generic “lead” event, so each one had on average about €60 for three months. With a budget that fragmented, the Meta algorithm has little to learn from. It learns from examples of people who took the desired action, while a campaign with a handful of enquiries has almost no such examples. On top of that, most campaigns had an objective other than sign-ups, so the system dutifully found people who like watching videos and clicking links but rarely leave their details in a form.

The second issue was how results were counted. The account showed generic “leads”, a mix of different actions on the website, and by that measure the 2024 season brought 151 contacts. Submitted forms, which is what the school actually sees in its inbox, numbered 38.

What we decided

We made the changes season by season and recorded each one in the Decision Log together with the reasoning and the result.

Key decisionsAkademia Kaseta · Meta Ads · since November 2024

1. 111.2024Meta Ads

   A few larger campaigns instead of dozens of small ones.

   Why

   Each campaign gets a budget the algorithm can learn on.

   Result

   It workedSince then the account has run 2 to 6 campaigns at a time.

2. 208.2025Meta Ads

   One campaign for the enrolment season, optimised for a submitted enquiry form.

   Why

   The algorithm should look for people who sign up, and the report should show sign-ups.

   Result

   It worked265 enquiries from August to October.

3. 308.2026Meta Ads

   Separate campaigns for adult and children's classes.

   Why

   Adults and parents are two different audiences, so each gets its own campaign.

   Result

   In progressAdults: €10 per enquiry. Children: €40, more than a year earlier, so we are still working on that campaign.

What happened

Enrolment season (August to October)	Spend	Enquiries	Cost per enquiry
2024 (before us)	€1,860	38	€49
2025	€3,950	270	€15
2026 (to 12 October)	€2,710	191	€14

The last column says the most. An enquiry today costs roughly a third of what it did in 2024. The result has held for two seasons in a row, so it is hard to call it a one-off.

A comparison like this has its limits, of course. In 2025 the school spent twice as much on ads as the year before, and between seasons the range of classes, the prices or the Meta platform itself may have changed. A higher budget usually pushes up the cost of a single enquiry, which makes the drop from €49 to €15 all the more telling. In every season we also count only submitted forms. We don't compare earlier years, because the form wasn't being tracked then.

Amounts converted from Polish złoty at about 4.2 PLN to the euro.

What we learned

1. A few campaigns with a budget the algorithm can learn something from usually give more than dozens of small ones, each starting from zero.
2. A campaign optimised for sign-ups looks for people who sign up; one optimised for clicks will mostly find people who click.
3. We count the result in the enquiries the school sees in its inbox. Generic “leads” remain a supporting measure.

Who this story is for: schools, studios and service businesses whose customers sign up through a form, especially when many small campaigns are running on the ad account at the same time.