Expert English
English school. Google campaigns that bring steady enrolment requests, at a low cost.
Context
Expert English is an English school (online, Chisinau and diaspora) that needs steady enrolments.
The challenge
Without a steady flow of requests, enrolments came in waves. They needed a system for affordable leads.
What we decided
Search campaigns focused on clear intent, plus Performance Max, with enrolment requests as the goal.
What we did
- ✓Search for intensive course, brand, Chisinau and diaspora
- ✓Performance Max on English courses
- ✓Optimised on cost per request
- ✓Weekly reporting
Result
139 enrolment requests, at an average cost of ~$16 per request, with a peak of just $6.67 on Performance Max.
What you can apply to your business
Start from clear intent
When sign-ups come in waves, start with people already looking for your solution. For Expert English, we ran Search campaigns for the intensive course, the brand, Chișinău, and the diaspora. In your business, that means choosing searches that show real need, not vague interest. This way the budget goes to requests closer to a buying decision.
Test a volume channel
Search covers existing demand, but sometimes you also need a channel that finds more of the right people. Here we used Performance Max, meaning ads shown automatically across several Google placements, with enrolment requests as the goal. In your business, test this kind of channel only with a clear goal and watch the cost per request.
Track cost per request
A lead system is not judged by traffic, but by what one real request costs you. For Expert English, we optimized for cost per request and reported weekly. In your business, decide which action matters, such as a submitted form, then check its cost regularly. This shows which campaign deserves budget and what needs adjusting.
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