A three-week Lucky Jet (crash-game) push into Brazil via Facebook on a CPL+RevShare model, closing at 156% ROI — but the real story is what it took to get there.
The task
The request came from a partner who wanted to enter the geo fast, without a long ramp-up. We needed to bring the Lucky Jet crash game to the Brazilian market via Facebook and reach an acceptable ROI on a CPL+RevShare model.
We worked the "Crash games" vertical in the Brazil market. Payment model — CPL + RevShare, main sources — Facebook Ads, Instagram, Telegram bot.
How we did it
We built the buy around four decisions.
- Built the first funnel version as a direct scheme: Facebook led straight into Telegram.
- When the direct scheme did not deliver the needed result, added a warm-up layer on Instagram before the move into Telegram.
- Connected a Telegram bot that answered user questions and automated the funnel instead of manual follow-up.
What went wrong
Not everything went according to plan. The first funnel version — Facebook straight into Telegram — delivered only 65% ROI: users simply did not trust an unfamiliar project enough to convert.
Added an Instagram warm-up layer and a Telegram bot answering questions and automating the funnel — this more than doubled conversion from the same traffic. The bot removed friction exactly at the point users dropped off, and Instagram provided a level of trust that a cold Facebook-to-Telegram jump could not.
The result
Once stabilized, the campaign held the following numbers. Over the three weeks: roi — 156%, campaign duration — 3 недели.
The campaign closed at 156% ROI over three weeks with a 3.4:1 host-to-registration ratio and a 4.4:1 registration-to-deposit ratio — more than double the first funnel version.
What we took away
- One well-placed trust-building step in the funnel can multiply profit even if the ad metrics themselves do not change.
- Automating the follow-up touch (a bot) removes friction exactly where users actually drop off.
These numbers belong to one specific setup, geo, and buying period. Economics will differ on another offer or in another season — we always recalculate them before launch.