English
language school marketing
We bring new students to your English language school — for kids, teens, adults or business courses — through Google Ads, Google Business Profile and Meta Ads. In our real case study, the cost of a trial-lesson booking dropped 45% in just 2 months.
Full-cycle digital marketing
for an English language school
The same approach that delivered −45% CPL in our case study — Search and DSA instead of Performance Max, a clear lead magnet, and tracking real bookings instead of “leads”.
Search campaigns targeting parents and adult students who are already looking for English courses. In our case study, Search and DSA — not Performance Max — delivered the qualified trial-lesson bookings.
- Separate campaigns for kids, teens and adults
- Conversion tracking to trial-lesson bookings
- Negative keywords and traffic quality control
A fully set-up profile: level tracks, class schedules, classroom photos, reviews from students and parents. The channel that gets your school found “nearby” — for free.
- Category and levels (Kids/Teens/Adults/Business)
- Photos of classrooms and teachers
- Review management and Q&A
Retargeting parents and adult students who showed interest but didn’t book right away. A long decision cycle needs several touchpoints.
- Retargeting site visitors
- Lead Ads for quick trial-lesson sign-ups
- Student testimonials as ad creative
Organic growth in search: programme pages (“English for kids in [city]”, “business English online”), local SEO for in-person schools.
- Programme pages by level and age
- Local queries for in-person groups
- Site synced with Google Business Profile
Running Instagram and Facebook: everyday life at the school, student achievements, parent testimonials, conversation clubs. Builds trust before the first phone call.
- Monthly content plan
- Reels from lessons and conversation clubs
- Comment and message replies
Monthly reports with booking trends and CPL per programme. Continuous campaign optimisation based on real bookings, not just “leads”.
- Monthly booking-trend report
- Cost per booking by programme
- Recommendations for the next intake
A separate campaign for every age group
The parent of a 6-year-old and an adult preparing for a job interview in English are different audiences with different queries and a different lead magnet. Mixing them in one campaign is the main cause of “junk” leads.
Google Business Profile for an English school
Parents and adult students search for a school the same way clients search for a beauty salon — “near me”, checking photos, reviews and an up-to-date class schedule. In our beauty-salon case study, a fully optimised Google profile with zero ad spend grew profile views 6.6x in 2 months — the same principle applies to language schools.
- ✓Levels and formats — Kids, Teens, Adults, Business English, online or in-person groups
- ✓Classroom and teacher photos — parents and adult students choose visually, long before the first call
- ✓Review management — replying to student and parent reviews builds trust and improves local search ranking
- ✓Posts and Q&A — new-group announcements, conversation clubs, answers about fees and schedules
How we cut CPL by 45%
in 2 months for an English school
The client was running Performance Max: plenty of leads, but low quality — parents submitted enquiries that never turned into trial-lesson bookings. We turned PMax off and focused the budget on Search and DSA campaigns with precise commercial-intent targeting, using a free trial lesson as the lead magnet.
- First enquiries arrived on day 5 after launch
- CPL month 1: 2 000₴ per trial-lesson booking
- CPL month 2: 1 100₴ — a 45% drop
- Precise conversion tracking in GA4 through to the real booking
booking cost
(from 2 000₴)
enquiries
Search and DSA only
5 steps to a steady flow of trial-lesson bookings
From the briefing to the first parent enquiries — usually 3–5 business days.
We review your Google profile, website, any existing ads, competitors and the school’s level tracks.
We build the keyword list by age group, set up Search and DSA campaigns, configure GA4 and launch the first campaigns.
Levels, photos, posts, Q&A. The profile reinforces your ads and drives enquiries at no extra cost.
Retargeting parents and adults who haven’t converted yet, alongside ongoing organic search work.
A monthly report on booking trends and CPL by age group. We scale the channels that perform.
Why English school ads usually fail
These mistakes cost schools trial-lesson bookings every month. We know how to avoid them.
PMax generates plenty of leads, but low quality — people don’t follow through to a trial-lesson booking. In our case study, turning PMax off is exactly what delivered the result.
The parent of a 6-year-old and an adult before a job interview are different audiences with a different lead magnet. Segmentation by age group is essential.
No levels, photos or reviews — the school doesn’t show up for relevant “nearby” searches, and students pick a competitor with a complete profile.
Without GA4 and conversion import into Google Ads, it’s impossible to tell which campaigns actually bring students to a trial lesson versus just an enquiry.
Parents and adult students rarely book on their first site visit. Without Meta Ads retargeting, a school loses most of the interested audience.
Campaigns run flat year-round, ignoring new-group start dates — wasting budget between intakes.
FAQ: English language school marketing
Answers to the most common questions about marketing language schools and English courses
Fill your groups with new students
Tell us about your English school — a manager will reach out within business hours with a tailored marketing plan.