When the pandemic hit, Żaneta Żywiałkowska – a permanent makeup artist and trainer – moved her eyebrow and pigmentation courses online. That shift opened up a bigger opportunity: grow her email list and fill her new training programs fast.
She launched a short, focused lead generation campaign with a simple setup: a clear offer, a dedicated landing page, and well-targeted ads. In just one month, the campaign brought in 1,025 leads, converted at 40.02%, and stayed within a PLN 1,000 budget (around $270).
Akademia Makijażu Permanentnego (Permanent Makeup Academy) is a Polish beauty education brand run by Żaneta Żywiałkowska, an experienced PMU artist and trainer. The academy offers eyebrow styling, pigmentation, and permanent makeup courses, combining practical skills with clear, structured guidance. Żaneta is known for her precise technique and ability to simplify even the trickiest parts of the process.
The academy quickly adapted to online formats during the pandemic, making its courses more accessible while keeping the quality high. Żaneta’s tutorials were focused, easy to follow, and popular with beginners and pros alike.
A Landing Page Built to Convert
The core of the campaign was a simple landing page: clear headline, strong visuals, one CTA.
Visitors were offered a free tutorial in exchange for their email – no fluff, no friction. The form was short, the promise clear, and the copy focused on benefits, not features.
To catch visitors on the fence, there was a time-delayed, exit-intent pop-up with the same offer.
It worked. The pop-up alone brought in 21 leads.
Ads That Reached the Right People
The campaign ran for four weeks and used a mix of Facebook and Google Ads.
- Facebook Ads brought 95% of total leads
- Retargeting had the highest conversion rate
- Google Ads delivered over 216,000 views and 5,428 interactions
- The average CPC stayed low: just PLN 0.25 per Facebook click
Despite the low spend, the campaign reached over 13,000 people on Facebook and kept users on the page for over 1 minute 20 seconds on average.
Recipients in the Target group were defined by the following features:
- Location: Poland
- Age: 20-45
- Sex: female
- Language: Polish
- Activities: i.a. small business owners, makeup, and beauty
- Employers: i.a. licensed cosmetologist, cosmetology, makeup, business owner, beauty therapist, makeup artist, self-employed, MAKEUP
- Profession: i.a. salon owner and stylist, licensed cosmetologist, licensed esthetician, cosmetology, makeup and hairstylist, beauty therapist, own business, spa manager, makeup artist, makeup girl, master esthetician, beauty advisor
- Additionally, must apply: Hobby – permanent or eyebrow makeup
What Made This Work
This wasn’t a flashy campaign – it was focused, consistent, and lightweight. That’s what made it work. Every piece was aligned with a single goal: capture qualified leads interested in online beauty training.
The landing page did the talking. The ad creatives matched the course visuals. And the form wasn’t trying to collect too much at once. Just name and email, in exchange for something useful.
What Came Next for the Academy
Żaneta didn’t just walk away with 1,025 new contacts. She walked away with a ready-to-use subscriber base – people she could reach with future offers, upsells, newsletters, and product launches. With one simple campaign, she had validated demand, filled her pipeline, and laid the groundwork for long-term growth.
PMU Academy used the following Landingi features to reach their goals. Curious to learn more?
Lead Generation
Human Landing Pages
