Context
An organization implementing projects supporting medical personnel from Ukraine seeking professional development in Poland commissioned us to conduct a lead generation campaign. The goal was to reach the right audience and generate valuable applications for the support program.
Goals
- reaching nurses and midwives from Ukraine living in Poland,
- obtaining as many complete and qualified applications as possible,
- maximizing results while using budget efficiently.
Challenges
- Communication test in two languages – Polish and Ukrainian – to check which version engages the audience more effectively.
- Initially, the Meta Ads system favored the lower performing set, requiring manual adjustments to the budget allocation.
Effects
✅ Duration: 1.5 months (summer 2025)
✅ Expenses: PLN 2,099.72
✅ 2,145 landing page views (PLN 0.98 per web view)
✅ 840 applications, including 350 qualified for the project
✅ Average cost of a qualified application: PLN 5.99
A well-thought-out communication test (PL/UA), a quick response to the budget allocation by Meta Ads and ongoing optimization allowed us to achieve a high number of valuable submissions at a relatively low cost.
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Aleksandra Dzwierzyńska
Head of Social
ola@komukoncept.pl
Michal Opydo
Managing Director
michal@komukoncept.pl