Business English school promotion (Google + Facebook)
A language school focused on corporate and IT segments needed registrations for free trial lessons at a reasonable price.
About the Client
Language school focused on corporate and IT segments (Ukraine).
Client Request
Registrations for free trial lessons.
Initial Situation
Facebook Ads generated cheap but 'cold' leads. Google Ads was too expensive. Client's mistakes: treating both channels as separate, without retargeting strategy. Facebook campaigns targeted 'anyone interested in English' - too broad, attracting hobbyists. Google Ads campaigns used only broad match keywords, capturing irrelevant searches like 'free English lessons' or 'English grammar rules'.
Google Ads — Narrow Queries
Focused on narrow queries ('English for PM', 'Business English for IT').
Facebook/Instagram Creatives
Launched video creatives with teachers and student testimonials. Used Lead Forms with additional qualifying questions. Our initial mistake: first 2 weeks we targeted 'business professionals + English interest' which was still too broad and generated cheap but unqualified leads. Quickly narrowed to 'IT professionals', 'startup employees', and lookalikes of existing students, which tripled lead quality while only increasing CPL by $2.
End-to-End Analytics
Set up end-to-end analytics to track which channel generates students who pay for the full course.
“Channel synergy allowed us to capture 'hot' search demand while building trust through social media. The key lesson: Google and Facebook work best together, not as competitors for budget. Google caught people actively searching for solutions, while Facebook built brand awareness that increased branded search volume by 35%. Our early targeting mistake taught us that precise audience definition matters more than low CPL.