368 WhatsApp conversations for a dance studio in Israel

About the project

A private dance teacher in Israel runs classes in several styles: Zumba for adults, High Heels and Jazz-Funk for young women, and hip-hop and modern dance groups for kids. Before me, the owner boosted posts herself. I have run her ads since 8 April 2026: in spring, then after a summer break from late August to 12 October.

What we had to keep in mind

• Each style has its own audience: Zumba is for adult women, High Heels for young women, kids' groups for parents.
• The city is small, so the same creatives wear out quickly.
• A newcomer's first step is a trial class, so that's what we had to sell.

In spring we had one shared ad for all styles. In autumn I split it: Zumba, High Heels and the kids' groups each got their own audience, copy and offer.

Tatyana Richmann, Meta Ads specialist

What changed in autumn

• A separate ad set for each style instead of one shared audience.
• A separate offer for each style: a discounted trial class for adults and a free first class for kids.
• One-tap sign-up: the button opens WhatsApp directly.
• A broader audience for Zumba. The ads also reached women 45+, who are exactly the target audience for dance fitness.

Ad creatives

For Zumba we ran one text with three visuals: two static images and a video. Both static images beat the video.

• A static Zumba ad with the trial class right in the headline and the schedule and prices in the text. The cheapest conversations in the account: 43 at ₪5.92, CTR 9.58%.
• A second static Zumba ad: 47 conversations at ₪7.38. The video with the same text: 47 at ₪9.75.
• A High Heels video with the teacher. The best creative for this style: 48 conversations at ₪12.33, 29 follows, 16 saves.
• A static ad for the kids' groups with age groups and a free first class: 23 conversations at ₪12.38. The kids' video cost ₪27.81 per conversation.

We don't show the original creatives: the client hasn't agreed to publish them.

Launch and results

Before → After: spring vs autumn

We compare the cost per conversation in spring, when there was one shared ad, and in September, after the styles were split. The autumn budget was bigger, so we compare the cost, not the volume.

The cost per conversation fell by 36%, and people clicked the ads about 2.5 times as often.

Conversations by month

In October the cost rose to ₪18.22: in a small city, people had seen the same creatives about 7 times on average. The campaigns were stopped on 12 October.

What else the data showed

• Women 45+ wrote a third cheaper than women 25–44: ₪9.62 vs ₪14.79.
• Facebook Feed brought almost half of all conversations, at ₪9.83. In the Instagram Feed a conversation cost twice as much, ₪19.34.

Summary

• 368 conversations at ₪12.25 over the whole period.
• After splitting the ads by style, the cost per conversation fell by 36%.
• Zumba ad set: 139 conversations at ₪7.67.

When each style has its own ad, people recognise themselves in it more easily. A mum sees the kids' group, a young woman sees High Heels, and the people who write are the ones who are genuinely interested.

Tatyana Richmann, Meta Ads specialist

The figures in this case study relate to a specific business, city and period. Results in another niche may differ. A conversation is an inquiry, not a paid booking: this case study has no booking data.