Case study · Telegram Ads
$8,146 on a VPN Service in Telegram Ads: Cut CAC from $13 to $5 via MAU Counter
- Geo: CIS
- Sales channel: Telegram bot
Spend$8,146
Payments1,578
CAC$5.16
Conversion9.4%
19,742bot registrations
$0.44cost per registration
The client is a VPN service selling through a Telegram bot.
Goal: scale sales while keeping CAC at or below €5.
What went wrong and how we fixed it
1. "153 monthly users" — people were leaving the bot
- Problem
- The bot's profile showed "153 monthly users." For a VPN that handles your traffic and money, that looks like a throwaway service: a person opens the bot and leaves.
- Solution
- We got on a call with the client and suggested growing the active user count. They did — the profile now shows over 100,000 monthly users.
Conversion 3.3% → 9.4%CAC $13.2 → $5.16
2. Expensive campaigns were dragging CAC up
- Problem
- In the first two days, CAC hit $13.2 — triple the target. Registrations came in at $0.44, but only 3.3% converted to a payment.
- Solution
- While the counter was being fixed, we optimized campaigns in parallel: shut down the expensive ones and scaled the cheap ones.
€0.14 CPA on the best campaign€699 spend on the largest one
- Largest campaign — €699 spend, €0.25 CPA
- Best CPA — €0.14 per action at 19.24% CTR
