EdTech · Exam Prep · May Peak Season

Profitable Scaling in Peak Season

B2Metric CDP and Ad Optimizer helped Baykuş Mentorluk turn its May peak-season demand into profitable growth with lower CPA, higher ROAS, and more product sales, powered by a signal-driven media architecture.

Increase in unique net revenue: +60%
Improvement in CPA: -36%
Increase in ROAS: +35%

Turkey's leader
One of the leading EdTech brands
B2Metric CDP
Audience & behavior signals
Ad Optimizer
Signal-driven ad optimization
Creative Intelligence
Creative performance signals

01 · Challenge

Growing in peak season is easy; staying efficient is hard.

The real challenge in peak season wasn't just capturing demand. Fragmented audience, creative, product, and channel signals; budget decisions left to the platforms' default automation; and performance being read only at the campaign level made efficient scaling difficult.

Primary marketing goal

Turn May peak-season demand into profitable growth with a lower acquisition cost and a higher ROAS, using B2Metric CDP and Ad Optimizer.

Turn rising demand into efficient growth
Keep CPA under control
Protect and raise ROAS
Beat targets on strategic products
Make the channel & creative setup scalable

02 · Strategy architecture

CDP × Ad Optimizer × Creative × Channel architecture

B2Metric CDP brought together audience, product, behavior, and funnel signals. Ad Optimizer then turned these signals into creative, channel, and budget decisions, scaling the winning combinations.

The role of B2Metric CDP + Ad Optimizer

Combining signals with CDP
Visitor, purchaser, funnel, and product-interest signals were evaluated in a single framework.
Budget routing with Ad Optimizer
Budget was optimized by channel and campaign based on performance signals.
Creative performance analysis
Hook rate, hold rate, CPA, ROAS, and purchase contribution were read together.
Channel role distribution
Meta, TikTok Ads, and Google Ads were positioned with distinct roles.

Meta
TikTok Ads
Google Ads

03 · Methodology

A CDP-powered Ad Optimizer architecture instead of black-box automation

B2Metric CDP unified the audience, behavior, product, and funnel signals feeding ad decisions. Ad Optimizer then turned these signals into creative, channel, and budget decisions, creating a more controlled foundation for scaling.

Audience signals separated with CDP
Creatives analyzed with performance signals
Funnel stages evaluated separately
Channel roles clarified in Ad Optimizer
Budget routed to winning signals

Creative decision signals

Hook Rate
Hold Rate
CPA
ROAS
Scale / Refresh / Pause

Best-performing creative angles

Offer-led
Trial series · campaign
Mentorship-led
Coaching · role model
Event-led
Online event · social proof

04 · Results

More volume, lower acquisition cost, higher efficiency

This growth didn't come from demand alone; by reading audience, creative, channel, and product signals together with B2Metric CDP and Ad Optimizer, more products were sold at a lower CPA.

Increase in unique net revenue: +61%
Increase in products purchased: +87%
Improvement in CPA: -37%
Increase in ROAS: +36%
Increase in profitability: +73%
Trial-series target achievement: ~175%

Indexed Comparison · April = 100 → May performance index

Unique net revenue100 → 161
Products purchased100 → 187
CPA100 → 63
ROAS100 → 136
Profitability100 → 173

A lower CPA index means improved acquisition cost. April is the baseline (100).

05 · Takeaway

Peak-season success is built before peak season starts.

At Baykuş Mentorluk, success in May didn't come from simply spending more budget; it came from building a scalable media-optimization architecture from late February onward — one that read audience, channel, product, and creative signals together with B2Metric CDP and Ad Optimizer.

“Our goal wasn't to spend more budget; it was to turn the right audience, creative, and channel signals into a scalable structure with B2Metric CDP and Ad Optimizer.”

B2Metric Product & Growth TeamB2Metric · CDP & Ad Optimizer