Advertising for language and training centres
Enquiries come when the group has already started.
The aim is for groups to be full before the first lesson, and for the budget to go to the levels and schedules that still have places. The “Free places drive the advertising” mechanism ensures this.
Request a quoteWhy the enquiry does not reach the first lesson
Between the first enquiry and the paid fee there are several steps and different people.
01
An enquiry is not an enrolment
The parent asks about price and schedule, then waits for time to free up or for the child to agree with their friends. If the advertising is judged by enquiries, it is optimised towards people who ask, not towards people who enrol.
02
The payer and the student are different people
The message that convinces the parent is not the same as the one that holds the teenager. If they run in one campaign, the message blurs and the cost per enrolment rises.
03
The advertising does not know which groups are full
The budget keeps bringing enquiries for levels and schedules that have no space. The administration turns people away, and the centre pays for those refusals.
The mechanism
Free places drive the advertising
The plan starts from the intake calendar and the list of free places, not from the size of the budget.
- Advertising starts before the wave, not inside itThe intake has a date. The campaign goes out early enough to be stable when parents start searching. The timing is derived from the account data for past intakes.
- Separate for the payer and separate for the studentFor children's courses the parent decides and pays. For adult courses the learner decides themselves. Different messages, separate campaigns, separate budgets.
- The budget follows the free placesLevel, schedule and location are advertised while they have places. Once a group fills up, the advertising for it stops and the money goes where people are still enrolling.
- Enrolment is fed back into the accountEnrolment and the paid fee are fed back into the account through server-side tracking and offline conversions, not just the completed form. Optimisation moves towards the people who actually start the course.
Proof
From the portfolio
Public cases with verifiable numbers, each with an open case study.
The first step
Audit within 7 working days
First I review the account, the enrolment form, the website and the tracking. Where data is being lost and where money is being lost.
- You receive a PDF and an online meetingThe findings and recommendations presented in person, not an automatic report from a tool.
- Conclusions in days, not monthsThe findings are ready within the audit period, not after a quarter.
- The value is deducted in fullIf the work continues, the full value of the audit is deducted from the contract price, with a minimum term of three months. This applies if the contract is signed within 30 days of the audit.
- All I ask of you is read accessThe ad accounts and the website remain yours. Nothing changes without your decision.
Which channel for what
| Meta | It reaches the parent before they have started to search. This is where early enrolment for the autumn and winter waves is won. |
|---|---|
| It catches the parent who is already searching — a specific language, a specific level, a specific neighbourhood. The budget goes where there are real searches. | |
| Remarketing | It covers the weeks between the first enquiry and payment, while the parent compares centres, schedules and teachers. |
When I am not the right choice
- If the advertising has to start in the last days before the groups begin and bring enrolments immediately. I can launch it. I cannot give it the time it needs.
- If enquiries are handled whenever the administration finds time. The parent enrols the child with whoever answered them first.
- If I cannot be told which groups have free places and when. Without this list the advertising goes back to counting enquiries.
I work personally on every account. This limits the number of clients I take on at the same time, and it is the reason this list exists.
