1Link 1 of 5
Product + offer
- A clear result
- Clear price and terms
- A reason not to wait
Performance marketing & lead generation: Leads, not likes.
I build and run ad funnels on Meta, TikTok, YouTube and Telegram for gyms, schools and real estate. Pay per qualified lead, or a fixed monthly fee with weekly reports on your cost per lead.
30 minutes on a call. I look at your offer, ads, page and reply speed, and name the weakest link.
MetaTikTokYouTubeTelegram AdsCreative productionLanding pages
1M+valid leads delivered to clients
20+years in advertising, co-founder of two agencies
+30%to turnover after launching online sales and online ads
10+ yearswith the same clients
Brands I've worked with
In short: Lara Marketing is the practice of Larisa Kupriashina, co-founder & CMO of PayPerAction Ltd (Paphos, Cyprus). We run lead generation on Meta, TikTok, YouTube and Telegram for fitness clubs, schools and real estate developers across Europe. Clients pay per valid lead (from €5) or a monthly management fee from €1,500.
The method
Every ad is a chain of five links.
Most ads don't fail because of the ad. They fail because one link in the chain is weak. I check and fix all five, in this order.
2Link 2 of 5
Creative
- Product in the first frame
- One benefit, one action
- Readable with the sound off
3Link 3 of 5
Platforms
- Audience first, platform second
- One goal per campaign
- Enough budget to learn
4Link 4 of 5
Landing
- The same promise as the ad
- Fast on a phone
- 2–3 fields in the form
5Link 5 of 5
Reply
- Within minutes
- From a person
- With the next step
What goes wrong
Break one link and sales stop.
Strong creative + slow page = paid clicks, no leads. Great page + wrong audience = no traffic. Hot lead + reply tomorrow = lost sale. Same budget, stronger chain: that is where growth comes from.
Weak vs strong
What a stronger chain looks like in your niche
1Offer
Weak“Join our gym.”
Strong“First week free. No contract. Starts Monday.”
2Creative
WeakA stock photo of a perfect fitness model.
StrongA real coach on the real floor, or real photos of your club.
3Platforms
WeakThe whole city.
StrongA radius around the club, people who train, current members excluded.
4Landing
WeakThe homepage with a full menu.
StrongOne page: the offer, three photos, “Book my free week”, name and phone.
5Reply
WeakA reply next morning.
StrongAn instant message, a call within 15 minutes, a time slot booked.
2-minute self-check
Which of your links could work harder?
Tick what is already true for your ads. You will see your weakest link in the result.
Services & prices
Pay for leads, or for the work. Your choice.
Prices in EUR, excluding VAT, valid from November 2026. They are starting points: the final quote depends on scope and market.
Pay per qualified lead
You pay only for leads that match the validity criteria written into the contract.
Real estate
Buyer leads qualified by a quiz: budget, timeline, intent.
€150–400 / valid lead
Fitness & gyms
Membership leads by club segment.
from €5 / lead
Education
Enrollment leads for schools and courses.
from €5 / lead
Audit & setup
One-off projects. The audit is the usual first step.
Meta Ads audit + growth plan
Structure, creatives, tracking, audiences. Written action plan with projected CPL impact.
€600
Campaign launch package
Strategy, lead forms with a qualifying quiz, creatives brief, tracking, first optimisation cycle.
€900
Funnel build
Landing page + quiz or lead form + chatbot + tracking + CRM. Live in 1–2 weeks.
€1,800–5,000
Monthly management
Strategy, A/B tests, ad copy and weekly reports. Recommended ad budget from €1,000/month.
Meta Ads management
Facebook and Instagram, one testing plan, weekly report. Ad spend up to €10,000/month: fixed €1,500. €10,000–30,000: 15% of spend, €1,500 prepaid and the rest invoiced after the month. Over €30,000: agreed individually.
from €1,500 / month
TikTok Ads management
Separate plan with the same terms as Meta. Ad spend up to €10,000/month: fixed €1,500. €10,000–30,000: 15% of spend, €1,500 prepaid and the rest invoiced after the month. Over €30,000: agreed individually.
from €1,500 / month
Creative supply add-on
Fresh creatives every month on top of any management plan.
+€700 / month
Creative production
Video ads, banners and copy, ready for every placement.
Monthly creative package
8 video ads a month, each in 9:16, 4:5, 1:1 and 16:9. EN, EL or RU on request.
€1,200 / month
Single video ad
One video in four formats.
from €150
Strategy session
60 minutes: account review, creative and funnel strategy.
€150
Your ad budget is paid by you directly to the platforms. We cover the ad budget ourselves only when we work for valid leads. EU business clients with a VAT number are invoiced under reverse charge.
Results
Cases where the chain held
~200,000
Validated leads for a fitness chain
- Pay per qualified lead model
- Cost per lead down 10–70% by platform
150,000+
Valid leads for EF English First
- Cost per lead down 20–50%
- 9 years of work since 2017
+30%
Added to offline turnover by online sales
- Ticket sales funnel built end to end
How we start
From first call to first leads
Step 1 · Free
Consultation
A 30-minute call. We go through your five links and I give recommendations for improvement, if needed.
Step 2 · Week 1
Audit or launch
A written audit with a plan, or a launch built from scratch: offer, creatives, quiz, tracking, CRM.
Step 3 · Weeks 2–4
Test and fix
A/B tests on offer, creative and audience. Weekly report on cost per qualified lead.
Step 4 · Month 2+
Scale or pay per lead
Keep a monthly plan, or switch to paying per qualified lead once the chain is proven.
Larisa Kupriashina
Lead generation & marketing
Who you work with
20+ years in marketing, co‑founder of two ad agencies
I have worked in advertising since 2003. In 2013 my partners and I co-founded Loyalty Makers, an agency that answered for results, not just for the fact of placement. We paid ourselves per valid lead and worked with EF English First, XFit and Speak Up for up to ten years.
Now my husband and I run PayPerAction from Cyprus and work with gyms, schools and developers across Europe. I build the whole chain myself: offers, creative production, landing pages, quiz funnels and chatbots, tracking with the Conversions API, and lead delivery into your CRM.
A company accountable for effectiveness, not just for the fact of placement.
- Channels
- Meta, TikTok, YouTube, Telegram Ads
- Niches
- Fitness, education, real estate
FAQ
Questions before we start
How does pay per lead work?
Before launch we agree in the contract what counts as a valid lead: for example, a real phone number, the right city and a stated budget. You pay only for leads that meet the criteria.
How much does a lead cost?
It depends on the niche and market. Real estate buyer leads cost €150–400 per valid lead, fitness and gym membership leads from €5 per lead, and education enrollment leads from €5 per lead. Prices are in EUR, excluding VAT; the exact rate is set in the contract.
How much ad budget do I need?
For monthly management I recommend at least €1,000 a month in ad spend, so the platforms have enough data to learn. For pay per lead we agree the volume together.
Is the ad budget included in your fee?
No. You pay the platforms directly from your own ad account. I never add a markup to the budget. If we work for valid leads, the ad budget is my investment: you pay only for the number of valid leads at the rate set in the contract.
How is the management fee calculated?
The same terms apply to Meta and TikTok, each billed as a separate plan. Up to €10,000 a month in ad spend, the fee is a fixed €1,500. From €10,000 to €30,000 it is 15% of spend, so it grows smoothly from the same €1,500: you prepay €1,500 and the rest is invoiced after the month, based on actual spend. For budgets over €30,000 a month the rate is agreed individually.
How fast will I see results?
A new funnel can be live in 5 days to 2 weeks. The first leads come in within the first days after launch.
Do I own the ad account, pixel and data?
Yes, if you pay for the work and the ad budget: everything is set up in your accounts and stays with you. When we work for valid leads, we create a separate ad account, fund it ourselves and prepare the landing pages, creatives and lead delivery to you. In that case the ad account, pixel and data are ours, and we pass the leads to your CRM or in any other way that suits you.
Do you make the creatives and landing pages?
Yes. I produce ad creatives in the formats you need and build landing pages, quiz forms and chatbots, connected to your CRM.
What is the difference between the free consultation and the strategy session?
The free consultation is a 30-minute call to look at your whole chain and give recommendations for improving your ad campaigns, if the situation calls for it. The paid 60-minute strategy session goes deeper: I review your account and work out the creative and funnel strategy with you.
Do you work outside Cyprus?
Yes. PayPerAction is based in Paphos, Cyprus, and works with gyms, schools and real estate developers across Europe.
Free consultation
Could your ads work harder?
Tell me a little about your business. I reply within one working day with a time for a 30-minute call.