
Meta Ads to Russian-speaking expats. CPL dropped from $6.97 to $2.20 in 2 months.
Todoo needed webinar sign-ups from Russian-speaking expats across Europe and the CIS. EZCA ran a 2-month Meta Ads campaign, driving 572 registrations and cutting CPL from $6.97 at launch to $2.20 at end — 68% reduction through continuous audience and creative optimization.
Todoo targets Russian-speaking expats across Europe and the CIS — a specific audience spread across geos and languages of daily use. Webinar economics only worked if CPL stayed under a narrow threshold.


Facebook and Instagram lead forms for registration capture. Audience split by country cluster (Germany / Israel / Spain / Cyprus / UK / CIS). Creative rotated on fatigue, bid management tightened daily. CPL watched as the single optimization metric.
572 webinar registrations over 2 months. CPL dropped from $6.97 at launch to $2.20 at end — a 68% reduction. $4.90 average CPL. $2,801 total spend — repeatable cost structure documented.

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