Advertising for an English school

Set up and optimized Google Ads (Search) contextual advertising for an English school. The focus was on "hot" demand (people who are already searching for courses) and systematic optimization of the funnel to achieve stable applications and sales, rather than just traffic.

Platform: Google Ads - Search (contextual)
Format: commercial key queries + optimization for registrations/payments
Tracking: conversions (application/call/registration) + quality control of leads
Note: ROI was calculated based on LTV (average check $120/month, average duration of study 4 months)

What was done:
- Analyzed demand and built the Search structure for commercial queries "courses/English school + city/online"
- Initially tested several audiences and connections, keeping those that provided the lowest application cost and stable inquiries
- Enhanced conversion through the proper presentation of the offer (price from/benefits/conditions) and relevant ads
- Regularly optimized campaigns: cleaning search queries, negative keywords, cutting off ineffective segments
- Scaled working connections and kept the focus on sales, not on "cheap leads"

Result:
Advertising budget: $982
Applications: 196 (CPL $5.01)
Sales: 28 (CPA $35.07)
Average check: $120/month
Average duration of study: 4 months
ROI (LTV): 1369%

#GoogleAds #contextual_advertising #SearchAds #lead_generation #English_school #English_courses #performance_marketing