Case Study: Babbel cuts cost per incremental lead by 55% with Instagram Reels ads

Babbel - Customer Case Study

Babbel, the Berlin-based language-learning app with over 10 million subscriptions, needed a more cost-effective way to reach new users and drive leads and conversions in the US. The challenge was to expand awareness and acquisition while lowering the cost of acquiring new customers.

Babbel ran Reels-first video ads on Instagram and Facebook alongside its existing Advantage+ placements, using five creatives that featured real customers. An A/B conversion lift test showed the combined approach delivered a 55% lower average cost per incremental lead and 11% higher unique reach versus the business-as-usual campaign.

Babbel

Nicole Labo

Director of Growth & Digital Marketing