Beyond Taylor: premium leadership education with 3x ROAS
Leadership programmes for executives: 4.2M₽ ad spend, 2,444 qualified inquiries and 12.5M₽ revenue during April-December 2025
Premium programmes have a high price and a considered buying process. Cold traffic needed qualification and a diagnostic meeting before a programme could be offered
We built separate quizzes for leadership challenges including motivation, strategy and change management. CRM qualification and payment events were returned to Yandex Direct as offline conversions. Meetings connected the initial request to the appropriate programme
We will review your situation on numbers: current campaigns, cost-per-lead forecast, launch plan
The task
Beyond Taylor sells premium programmes to executives and business owners. A direct ad-to-payment funnel was not suitable for this considered purchase: prospects needed qualification and a meeting before choosing a programme
What we built
Quizzes for specific management challenges. Motivation, strategy and change management had separate entry points. The first conversation started with the issue the prospect had selected
Offline conversions. Qualification and payment events from the CRM were sent to Yandex Direct. These events gave automated campaigns a sales signal beyond the initial inquiry
Diagnostic meetings. The key funnel stage was a meeting to assess the need and offer the appropriate programme. Attendance and subsequent payment were measured separately
April-December 2025 results
- 4.2M₽ advertising spend
- 2,444 qualified inquiries at 1,719₽ each
- 12.5M₽ revenue, approximately 3x ROAS
- An average 21 days from first click to course payment
ROAS here means revenue divided by advertising spend. It does not measure profit. For the separate event-acquisition funnel, see Beyond Taylor webinars. For the service, see education marketing
See also
Story of the week, number of the week, one campaign setup taken apart and what to do before the season. Dubai, Phuket, Georgia
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Facing something similar?
We will review your situation, show the closest cases from your vertical and give you a cost-per-lead forecast with a launch plan. Free, no strings attached
- Ad account audit within 24 hours
- Unit economics modeled against your offer
- Cases from your own vertical