Illustrative scenario: The company in this case study is hypothetical, and its budget and results are example numbers chosen to show the method. The audience data is real: it comes from the QualifiedLead system and from our published audience review.
The challenge
A licensed study abroad agency in Ho Chi Minh City places Vietnamese students in US colleges. Its consultations are expensive to run, so it needs leads who are seriously planning a move, not just curious.
The audience
The agency chooses the Vietnamese in USA audience: 9,305 profiles from a 181,120-member group, for $30. The name suggests people in America, but the data shows nine of the top ten locations are in Vietnam, led by Ho Chi Minh City (2,794) and Hanoi (842). 51.4% of profiles with a birthday are aged 30–60: many are parents planning for their children. The group's rules forbid advertising, so the agency never posts in it and uses paid targeting instead.
The plan
- Custom audience ads in Vietnamese, split by Ho Chi Minh City and Hanoi.
- A free webinar: "Studying in the US: real costs, visas and timelines".
- A follow-up sequence offering a one-to-one consultation to webinar attendees.
The numbers (example)
| Item | Cost |
|---|---|
| Audience list | $30 |
| Ad spend | $1,200 |
| Creative | $300 |
| Team time (30 hours at $20) | $600 |
| Total cost | $2,130 |
| Stage | Value |
|---|---|
| Webinar registrations (leads) | 180 |
| Cost per lead | $11.83 |
| Attended the webinar | 95 (53% of registrations) |
| Booked a consultation | 22 |
| Signed a service contract | 6 |
| Customer acquisition cost | $355.00 |
| Revenue (6 × $1,500 service fee) | $9,000 |
| Return on campaign cost | 323% |
What the example shows
- The data changed the offer. Read by its name, this audience suggests US local services. Read by its data, it is a study abroad audience.
- High-value services can afford a higher CAC. A CPL above $10 is fine when one contract is worth $1,500.
- Parents matter. With half the audience aged 30–60, the webinar speaks to families, not only students.
Read the full Vietnamese in USA audience review, or explore immigration and travel audiences.
