Green Cards. Immigration to USA
B2C lead generation.

About

At Green Card, we provide an incredible annual opportunity for people to completely change their lives by participating in the American lottery. Each year, 50,000 immigration visas are awarded through this lottery, giving winners a unique chance to move to the USA, work legally, and build a promising future in this country.

The company’s mission is to help unlock the many invaluable benefits of obtaining a Green Card. Firstly, it allows you to apply for US citizenship. Secondly, it grants you the freedom to travel both abroad and within the USA without restrictions. Finally, it provides the right to live and work anywhere in the country, opening up a world of new horizons and opportunities.

Green Card is your pathway to the American dream. Our goal is to support clients at every step of this journey, ensuring they have the guidance and assistance needed for a smooth transition, all the way through onboarding in the USA.

Business Challenges

The marketing strategy focused on obtaining completed registration forms for participation in the Green Card lottery. The registration process involved filling out several pages of personal information, including attaching an identity verification document.

Given the multiple stages of form completion, each step increased the cost of acquiring a lead. Therefore, the primary goal was to reduce the lead cost while maximizing the visibility of the Green Card lottery to a broad audience. In addition to lead generation, we also aimed to enhance brand recognition to ensure a wider reach and familiarity with our services.

Marketing solution

Achievements in Lead Generation Strategy for Green Card Program.

We embarked on a comprehensive marketing initiative to expand the reach and effectiveness of our Green Card lottery campaign. Understanding the diverse motivations of our target audience, we created numerous advertising campaigns to appeal to various interests, such as earning potential, travel opportunities, and educational prospects.

Our first step was conducting an in-depth audience analysis. This allowed us to develop detailed audience profiles and identify several key cohorts. Armed with this information, we could tailor our messaging and strategy to resonate deeply with each segment. With a substantial budget of $160,000 allocated for the period from June to September, our campaigns were seen over 48 million times.

One of our significant achievements was reducing the cost per completed registration form. By refining our approach, we reduced the cost from $12 to $3.06 (avg) per full registered application, all while ensuring the quality of the leads. Each lead included a fully completed form with an uploaded identification document, making them highly valuable.

To cater to our diverse audience, we developed multiple websites, each tailored to a specific interest. This ensured that potential applicants found relevant and engaging content that spoke directly to their aspirations and needs. Additionally, we integrated follow-up services to maximize lead readiness. This meant that by the time a call center operator contacted a lead, they were well-prepared and informed, increasing the likelihood of successful conversions.

Through targeted Facebook advertising campaigns, we successfully expanded our clients' customer base and increased brand awareness. Our strategy effectively leveraged all the opportunities provided by this channel, demonstrating the power of a well-rounded, audience-focused approach in achieving marketing success.

We also considered offline marketing strategies, including purchasing teaser advertising on popular websites. Offline advertising involved developing banners with QR codes and targeted messages tailored to specific audiences and locations.

*Population of Moldova in 2025 (4,029,263 people). This figure exceeds the population size by several times, which may initially appear as an error. It is important to note that advertising campaigns were launched across more than 50 different advertising accounts, and metrics such as Impressions & Reach are cumulative across all accounts.

Offline Marketing

In 2025, using analytics and calculations, we considered an audience that might not respond to our online advertising and proposed implementing an offline advertising approach. To maximize visibility, we selected a popular shopping center in the heart of the capital city as one of our locations.

We developed several versions of banner advertisements, chose the most effective one, and placed it in the selected location. Additionally, we integrated a QR code into the banner, significantly accelerating and increasing the number of registrations.

Statistics on QR code usage and UTM tracking yielded the following results:

• Click-throughs: 9,185
• Registered applications: 4,681

Based on these metrics, we achieved a high conversion rate (CR) rating of 50.9%.

Students & Coffee

Statistics on the use of QR codes and UTM tracking in locations in partnership with one of the large chains of coffee shops where students like to hang out gave the following results:

• CPA: $1,5
• Visitors: 43,200
• Leads: 960
• CR: 2,22%

Students & Coffee

Statistics on the use of QR codes and UTM tracking in several private universities, where banner advertising for the Green Card company was placed through agreements, yielded the following results:

• Click-throughs: 3,093
• Registered applications: 1,204
• CR: 38,9%