The studio filled up. The client asked us to pause the campaign.
98 leads at ₪3.64 each, 22 trial-lesson sign-ups, and the number of students at Hadar Mallach's ceramics studio in Kfar Yona nearly doubled. One Meta lead campaign, one video our AI system edited from her real footage, ₪50 a day.
Case study: how a Meta lead campaign for women's pottery classes in Kfar Yona brought 98 leads at ₪3.64 each, 22 trial-lesson sign-ups and nearly doubled the student count, until the groups filled up and the client asked us to pause. What we did, step by step, with the proof.
- form leads
- 98Measured
- Source: Meta Ads Manager, Aug 25 – Sep 23, 2026
- cost per lead
- ₪3.64Measured
- Source: Meta Ads Manager: ₪356.69 total spend, ₪50 a day
- trial-lesson sign-ups
- 22Client-reported
- Source: The client's message in our shared WhatsApp group, September 2026
The starting point
Hadar Mallach runs a ceramics studio in Kfar Yona with two businesses inside it: a handmade tableware shop that sells nationwide, and adult pottery classes that only sell to people who live nearby. The classes were what she wanted to grow: from 30 students to 60.
The problem: almost nobody searches for "pottery class" on Google. About 330 searches a month across the whole country, and only a fraction from the Sharon area. Paid search would have delivered a trickle. We had to reach local women who were not looking for a class at all, and get them to a paid trial lesson with no annual commitment, on a small-business budget.
What we did in practice
- Aug 5–18
Deep research before signing
We separated the two businesses: the products are a national market with holiday peaks, the classes a local market with thin demand. The recommendation was the opposite for each. For the classes we researched who the audience really is: women, which ages, what radius from the studio and what moves them to come. The channel followed from that: Meta, which can reach women in a specific area even when they are not searching.
- Aug 23–24
20 questions, then her own words
We sent Hadar 20 questions about the classes, the students and the price. She chose to start with the women's classes, rewrote the script in her own words ("I didn't buy it, I made it"), and recorded the voiceover herself on her phone following eight tips we prepared. The price was shown as it is: under 70 ILS an hour.
- Aug 24–25
An AI-edited video, from her real material
The video was edited by an AI system developed and trained at Simple Web, with a human editor supervising and directing every step. The raw material: 126 photos and 13 videos from Hadar's Drive, combined with AI animations of her own photos, no stock and no actors. The hook: a bowl "unmaking" itself back into a lump of clay. The ending: Hadar talking to camera. Voiceover and music went through professional sound editing. After about ten internal polish rounds came a first cut, and after a correction round with Hadar she approved version 2 the next day.
- Aug 25
Narrow targeting, a form that filters
Women aged 21 to 64 within 16 km of Kfar Yona (Hadar asked for 15; Meta's minimum is 16). A lead campaign with an instant form whose questions were chosen after research, to filter out noise: name, phone and city, with "the studio is in Kfar Yona" stated up front so women who live far away do not leave their details. The thank-you screen: "Hadar will get back to you personally".
- Aug 25
Every lead into a table, and a call from Hadar
Every submitted form flows through Make into an Airtable table, and Hadar calls each woman herself. No bot, no automated message: in a class that sells on personal attention, the first call is part of the product.
- Aug 27 onward
Hands-on management, at the studio's pace
Two days after launch we fixed the copy at Hadar's request ("two and a half hours" instead of three). From there the campaign was run by what was happening in the studio, not by the budget: when leads came in faster than Hadar could call them back, we switched it off, and when she caught up, back on. A lead campaign for a one-person business has to run at that person's pace, or good leads go cold.
The results
Per Meta Ads Manager: 98 form leads at an average of ₪3.64 per lead, ₪356.69 spent in total on a ₪50 daily budget. Every lead is a local woman who left her name and phone number and got a call from Hadar.
The number that explains the result is lead quality: 22 of the 98 came to a trial lesson, more than one in five, and memberships closed from there. The filtering in the form, the honest price up front, and Hadar's personal call with each woman did the work.
Hadar wrote to us in our shared WhatsApp group that since the campaign started, 22 women had signed up for trial lessons, and that the number of students in the studio had almost doubled. That was exactly the goal set at the start: from 30 to 60.
Then came the request every agency wants to get: pause the campaign, the groups are full. We paused it the same day. When seats open up, the campaign goes back on.
- 1 in 5Client-reported
- leads who came to a trial lesson
- Source: 22 sign-ups (client-reported) out of 98 leads (Ads Manager) = 22%
- Almost 2×Client-reported
- students in the studio
- Source: The client's WhatsApp ("almost doubled") and her Google review ("we doubled… within a month")
- Groups fullClient-reported
- campaign paused at the client's request
- Source: The client asked to pause until seats open up
In black and white
Since the campaign started, 22 women have signed up for trial lessons and I almost doubled the number of students in the studio!
What's next
The campaign is waiting for groups to open. In parallel, a campaign for the "Young Ceramicists" kids' class went live and brought 23 leads in its first week from Kfar Yona alone, and a year-round products video is in production.
Growth