Shal Studio — Chatfuel Case Study

Background

Shal Studio runs lead generation through Meta Ads for a table tennis school. Before Chatfuel, the setup was the usual mess: campaigns in Meta Ads Manager, conversations scattered wherever they landed, bookings tracked by hand. Nobody could say, on one screen, which ad brought in a given lead or whether that lead ever actually booked a class. Today the agency runs multiple clients from separate workspaces under one account.

The ads

The creative tool Shal Studio already used to build assets now lives inside the Chatfuel workspace. The ads currently pulling in the school's cheapest leads were built and launched right from the Chatfuel dashboard — no detour through Meta Ads Manager.

Chatfuel dashboard showing Shal Studio's campaign performance: spend, results, cost per result, and per-creative stats

The funnel

The agency described the funnel it wanted in plain language, got a working draft, and tuned it from there instead of wiring nodes by hand.

“I asked AI to build me a funnel for this, and it gave me one. Now I just build that same flow directly inside Chatfuel.” — Shal Russo

That's the whole process, and it's repeatable by anyone using Chatfuel.

Shal Studio's Chatfuel funnel flow: from ad entry through booking confirmation

Seeing the actual ad, not a duplicate icon

Duplicate ad sets in Meta Ads Manager usually show the same placeholder thumbnail, so figuring out which variant is working means digging through IDs. Chatfuel's live editor shows the real opening frame of each creative.

“The first time creative-level reporting showed the actual ad instead of a generic duplicate — that's the moment it beat Meta's own dashboard for us. We're better than Meta at showing our own ads.” — Shal Russo

Booking

Class slots — days, hours, capacity — get set once. After that, leads book directly into open slots as they come through the funnel, and the school can see in real time how full a given day is instead of guessing.

One dashboard, not five tabs

Spend, results, cost per result, and how many people actually booked and showed up sit in one place, instead of scattered across Meta's campaign, ad-set, and ad-level views.

“We now have end-to-end stats built right in, connected directly to the dashboard. That turned out to be incredibly convenient.” — Shal Russo

The numbers

Over 30 days: R$743 spent, 121 conversations started — about R$6 per result on average. The best creative, a static image built in Chatfuel's own editor, held that same rate consistently rather than spiking once and dropping off.

Shal Studio's Chatfuel numbers dashboard: flow start rate, funnel conversion, and booking results

What's next

Some leads skip the automated flow entirely and ask for a person instead — 25 of them recently, mostly asking about schedules and pricing. Rather than build a flow branch for every recurring question, the agency is training the AI on its own past answers.

“You just press one button — Teach the AI — and it handles recurring questions the way you would.” — Shal Russo

Impact

The results are clear: sales at the table tennis school have grown noticeably. Ad spend is now consistently turning into booked classes, while the cost per lead has remained stable since the very first week. The front desk can see how full each class is before anyone walks through the door. Instead of guessing its way through enrollment, the school now makes decisions based on numbers it can actually see.

Leads at R$6 each:the entire ad-to-booking funnel inside Chatfuel