SMM Services for EdTech Firm
- Advertising Social Media Marketing
- Confidential
- Mar. 2023 - Jan. 2026
- Quality
- 5.0
- Schedule
- 5.0
- Cost
- 4.5
- Willing to Refer
- 5.0
"The collaboration felt smooth and efficient."
- Education
- Moscow, Russia
- 5,001-10,000 Employees
- Online Review
- Verified
PAD team LLC managed paid social media campaigns for an edtech firm's VK and Telegram communities. The team conducted audience research, developed creative strategies, set up ad campaigns, and optimized them.
PAD team LLC's work significantly reduced the client's cost per subscriber and increased their conversion rate. The team was highly organized and proactive, regularly coming up with new hypotheses and creative ideas. Their performance marketing expertise and strategic thinking were commendable.
BACKGROUND
Introduce your business and what you do there.
I'm the SMM team lead at Skyeng and Skysmart, leading EdTech platforms that help adults and children learn languages and school subjects through personalized online lessons and digital learning tools.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with PAD team LLC?
We needed help scaling our social media growth through paid acquisition while improving the unit economics of subscriber growth. Our objective was to significantly reduce cost-per-subscriber on VK and Telegram, expand our audience reach, and support our content and enrollment funnels with a steady flow of high-quality subscribers.
SOLUTION
What was the scope of their involvement?
PAD team LLC handled the full scope of paid subscriber acquisition for our VK and Telegram communities. Their work included audience research, creative strategy, ad campaign setup, and ongoing optimization.
A major part of their work was continuous creative testing. The team regularly produced and tested dozens of ad creatives — including educational formats, short-form content, and meme-style creatives — to identify the most effective approaches for different audience segments.
They were also responsible for campaign analytics and reporting, providing insights on performance metrics such as cost-per-subscriber, click-through rates, and click-to-subscribe conversion. Based on these insights, they continuously refined targeting, creatives, and campaign structure to improve performance and scalability.
What is the team composition?
We worked with 2–5 teammates from PAD team LLC.
How did you come to work with PAD team LLC?
Partners shared the link. We chose PAD team LLC because they had a clear performance-driven approach to subscriber acquisition and strong experience with VK and Telegram Ads — channels that were critical for our growth strategy. Compared to other vendors, they demonstrated a deeper understanding of creative testing and audience experimentation. A recommendation from a trusted colleague also played an important role in our decision.
What is the status of this engagement?
We worked together from March 2023–January 2026.
RESULTS & FEEDBACK
What evidence can you share that demonstrates the impact of the engagement?
The project delivered strong and measurable improvements in our subscriber acquisition performance.
On VK, the cost-per-subscriber decreased from around 300 RUB to 35 RUB, which allowed us to scale our audience growth much more efficiently. The click-to-subscribe conversion rate also increased significantly — from 15% to about 45%.
On Telegram, PAD team LLC reduced the cost-per-subscriber from approximately €2 to €0.80 and helped us acquire more than 3,000 high-quality subscribers over a six-month period.
These improvements made our subscriber acquisition significantly more cost-efficient and helped strengthen the top of our marketing funnel for course enrollments.
In addition to cost-per-subscriber and conversion rates, we also tracked several other performance indicators. These included overall subscriber growth, engagement metrics within the communities, and the quality of traffic coming from paid campaigns.
Since our social media channels are part of a larger marketing funnel, we also monitored how new subscribers interacted with our content and whether they progressed further into the funnel toward course inquiries or enrollments. These metrics helped us evaluate not only acquisition efficiency but also the overall quality and relevance of the audience being acquired.
Direct attribution to enrollments is difficult to measure precisely because our social media communities are part of a broader marketing funnel. However, the increased subscriber base significantly strengthened the top of the funnel.
The larger and more engaged audience allowed us to drive more traffic to course pages, educational content, and promotional campaigns. Over time, this contributed to higher volumes of inquiries and enrollments coming from our social channels, making them a more effective acquisition and nurturing channel within our overall marketing ecosystem.
We saw positive signals in both engagement and audience relevance after scaling subscriber acquisition with PAD team LLC. New subscribers were actively interacting with our content — including educational posts, short-form videos, and promotional materials. We noticed healthy engagement levels in comments and reactions, and many discussions under posts were clearly related to language learning and online education, which indicated that the audience was relevant to our product.
From a qualitative perspective, the community felt more active and responsive, which made our social channels more effective for content distribution and nurturing potential learners.
How did PAD team LLC perform from a project management standpoint?
PAD team LLC’s project management was very strong. Communication was clear and consistent, and the team was highly organized in how they structured campaign testing, reporting, and optimization.
They delivered everything on time and were very proactive throughout the project. Instead of waiting for direction, they regularly came to us with new hypotheses, creative ideas, and performance insights based on campaign data.
Overall, the collaboration felt smooth and efficient — it often felt less like working with an external vendor and more like collaborating with an extension of our internal marketing team.
What did you find most impressive about them?
What impressed me most was their experimentation mindset and proactive approach. The team was constantly generating new hypotheses, testing creative formats, and looking for unconventional ways to improve campaign performance.
They didn’t limit themselves strictly to media buying. PAD team LLC also followed industry trends, analyzed the market, and often suggested new content ideas and angles that could resonate better with our audience.
This combination of performance marketing expertise and strategic thinking made the collaboration particularly valuable. It felt like working with a partner who was genuinely invested in the growth of our social channels.
Are there any areas they could improve?
There wasn’t anything major that I would change about the collaboration. If anything, the team was sometimes very aligned with structured corporate processes where every step requires formal approval.
In our case, we were often comfortable moving faster and testing ideas more independently, so in some situations, the workflow could have been a bit more autonomous. That said, this also reflects their professionalism and attention to process, which can be very valuable in larger organizations.
Overall, the collaboration was very smooth and productive.
RATINGS
-
Quality
5.0Service & Deliverables
-
Schedule
5.0On time / deadlines
-
Cost
4.5Value / within estimates
-
Willing to Refer
5.0NPS
