Case study · Pianote
2.34x return on ad spend
Pianote is one of the biggest online piano lesson platforms in the world. JetAds runs its Meta and Google ads: launch promos, free lessons that grow the list, and campaigns that turn new players into free trials and members.
- Education
- Subscription
Meta Ads
Google Ads
- Client
- Pianote (a Musora brand)
- Industry
- Online piano lessons, subscription
- Location
- Global
- Channels
- Meta · Google
- Engagement
- 2024 to present
- Website
- pianote.com
- Website
- pianote.com ↗
648K+
Leads generated
Lead magnet campaigns · Meta
6.65x
Google ROAS on Black Friday 2025
Performance Max · CAD
2.34x
Average return on promotions
All promo campaigns · Meta · 2024 to Oct 2026
The challenge
Pianote sells memberships and courses.
It runs promos all year: New Year, anniversaries, Black Friday and summer sales.
Each launch window is short, so the ads have to work from day one.
At the same time, Pianote needed a steady flow of new leads and free trials.
With several offers and a multi-step sales process on Meta and Google, the ad structure had become hard to manage.
What we did
- 01
Merged and simplified
We consolidated accounts and campaigns, and grouped budgets on Meta and Google so the best ads get more spend from day one.
- 02
An ROI calculator and media plan
Built with Pianote's team, so every dollar for leads, trials and promos is planned across the year.
- 03
A campaign for every promo
Each launch gets its own campaign, creative and budget on Meta, plus its own Performance Max campaign on Google.
- 04
Free lessons that build the list
Always-on lead magnets and gear giveaways that rotate the winners for low-cost leads.
- 05
Evergreen trial campaigns
Always-on campaigns on Meta, and Performance Max on Google, all built to drive free-trial starts.
- 06
Daily testing
Daily tests across creative, targeting, budgets and keywords.
The results
Promo launches · Meta-reported return
Purchase value divided by spend, USD. Promos with $8K+ in spend, 2024 to October 2026.
Return on ad spend · Meta and Google
Platform-reported return on ad spend. Meta in USD, Google in CAD. Each platform attributes conversions on its own.
Promo campaigns on Meta returned 2.34x across every launch.
Black Friday 2025's lifetime membership offer returned 4.25x on Meta. The 8th Anniversary promo returned 3.70x.
Lead magnet campaigns brought in more than 648,000 leads.
Trial campaigns on Meta drove thousands of free-trial starts, with giveaway trial campaigns running at less than half the cost of standard trials.
Black Friday 2025 on Google returned 6.65x.
“We've been working with JetAds for a few months, and they've been fantastic. They know everything about media buying and put a lot of care into all our campaigns. We've seen great results from their work (increasing our ROAS). Also, they're just good people to work with.”
PRE-STANDARD. All figures are platform-reported. Meta (USD) and Google Ads (CAD): campaigns named for Pianote or piano, January 2024 to October 31, 2026. Musora-wide campaigns (course-to-trial and app installs) are not included. Purchase value uses Meta's default attribution. Google conversion value combines several conversion actions. Meta and Google attribute conversions independently, so their results are not added together. Trials are free-trial starts, not paid subscriptions.
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