Promoting an English language school

The client wanted to fill a group for an English course for children. Previously, the client had already launched an advertising campaign in Meta Ads on their own, but there was no transparency and it was impossible to clearly understand whether the advertising was profitable for the business.

Google Ads was chosen for the promotion because it was decided to collect the already created demand and also test a new tool that the client had not used before.

Preparation. Setting up and testing Google Analytics.

The first thing we do for all clients before starting work is to set up and test analytics services to make sure we can track traffic from Google Ads and clearly measure the number of records from this particular type of advertising.

We set up tracking of website forms and phone calls. We do not track all other types of conversions: phone clicks, social media clicks, because these are pseudo-targets and do not provide us with any useful information during the course of the advertising campaign, but on the contrary, they can set the wrong vector for finding quality leads.

Reporting. Creating transparent reporting.

The second thing we did was to create a Google spreadsheet to record the number of expenses, the total number of leads, and the number of quality leads – those who signed up for a trial lesson. This type of reporting is our standard of work. Nothing superfluous – only important business indicators.

Advertising. Setting up and running ads in Google Ads.

It was decided to use 3 types of tools: DSA campaigns, Performance Max campaigns, and several search campaigns.

After 5 days, the first leads were received. After 2 weeks, it was already clear that Performance Max campaigns were generating a lot of leads, but their quality was quite low, so it was decided to stop using this tool.

The first high-quality leads were received at a price of 50 USD – this is the price for a lead that signed up for a trial lesson. In the second month of operation, the price of a lead dropped to 27 USD for a lead that signed up for a trial lesson.

According to the client, the price of a quality lead from Google Ads is about the same as in Meta Ads, and he has no reporting.

If you are interested in getting quality leads to an English language school for children, please contact Spilno Agency.

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