▌How We Generated Nearly 1,000 Leads Through One of the 12 Meta Ads Campaigns Developed for British English School®

954 leads generated

33 lei average cost per lead

A single campaign within a Meta Ads strategy consisting of 12 campaigns

Client: British English School Romania
Industry: Education – English language courses for children, teenagers, and adults
Channel: Meta Ads
Objective: Generate leads for enrollment in English language courses

▌Context

In the field of education, purchasing decisions are not made on a whim.
A parent doesn’t choose an English course just because they see a nice ad.

He asks himself questions such as:

✦ Are the teachers a good fit?
✦ Willmy child make progress?
✦ Is it worth the investment?
✦ Will my child earn a Cambridge certification?
✦ Isthe program compatible with school?

For this reason, education marketing must inspire trust before it can generate leads.

At the British English School®, our mission is to offer clear, structured, and accessible English language courses based on real progress and practice, not on rote memorization. This philosophy served as the starting point for our entire communication strategy.

This case study presents just one of the 12 campaigns developed

Throughout our collaboration, we developed a comprehensive Meta Ads strategy consisting of 12 campaigns, each with a different purpose:

✦ lead generation ;
✦ remarketing ;
✦ promoting various programs;
✦ seasonalcampaigns ;
✦ promoting Cambridge courses;
✦ videocampaigns ;
✦ influencercampaigns .

This case study examines just one of these campaigns, which generated nearly 1,000 leads in about 3 months.

▌Strategy

The campaign was divided into 11 ad sets.

Each of these tests:

✔ different audiences;
✔ different benefits;
✔ different messages;
✔ different graphic designs;
✔ different types of content.

I never assumed that the first ad would be the winning one.

I let the data speak for itself.

Each week, we analyzed the performance of each ad set and reallocated budgets to the variations that generated better leads.

▌Target Audience

The entire strategy was built around the decision-maker.

Parents of children between the ages of 6 and 17.

The messages were built around real benefits:

✦ Cambridge exam prep;
✦ child development;
✦ small groups;
✦ program tailored to the school year;
✦ payment in installments;
✦ hands-on learning.

Integrated influencer marketing

To diversify our messaging and build greater trust, we’ve incorporated video content into our strategy, created in collaboration with:

✦ Trambitasu
✦ Codin

These materials were not used solely for publicity.

They added authenticity to the campaigns and provided Meta’s algorithm with diverse content, which could be optimized for each audience.

▌The Winning Creative

The most effective ad was the one promoting:

100% Online Cambridge Prep

Payment in 10 interest-free installments

This combination directly addressed two of the parents’ most significant concerns:

✦ affordability;
✦ course flexibility.

The result:

278 leads
Cost per lead of just 22.63 lei

▌Campaign Results

This single campaign generated:

✔ 954 leads
✔ 11 optimized ad sets
✔ Average cost of approximately 33 lei per lead
✔ Top-performing ad set: 278 leads at just 22.63 lei per lead

These results were achieved through continuous testing and ongoing optimization, not through a single advertisement.

But our favorite KPI isn’t Cost per Lead

954 leads sounds great.
33 lei per lead sounds even better.

But for us, these are just intermediate indicators.

The real goal is the client’s success.

That is why we are in constant communication with the British English School team to understand:

✦ How many parents answer the phone?
✦ How many are genuinely interested?
✦ How many schedule a consultation?
✦ How many participate in the initial assessment?
✦ And, most importantly, how many actually enroll in the courses?

Only then can we say that a campaign is truly successful.

Marketing isn’t just about leads.
Marketing is about business results.

▌What I’ve Learned

This campaign confirms something we see all the time in the field of education.
There is no single ad that solves everything.

Results occur when the following conditions are met:

✦ Continuous testing;
✦ Many creative variations;
✦ Authentic content;
✦ Smart integration of influencers;
✦ Constant communication between the agency and the client;
✦ Optimization based on lead quality, not just cost.

▌Conclusion

This is just one of the 12 Meta Ads projects developed for the British English School.

Each campaign has a different objective, and together they form a marketing ecosystem that supports the school’s long-term growth.

For us, success isn’t just about low costs or a lot of paperwork.

Success means that marketing directly contributes to increasing the number of students and achieving the client’s business goals.

⭐Vrei sa atragi mai multi elevi sau cursanti pentru scoala, academia sau centrul tau educational?

La re7consulting construim strategii complete de marketing pentru domeniul educational, bazate pe testare continua, continut creativ si obiective reale de business. Acesta este motivul pentru care nu masuram succesul doar in lead-uri, ci in rezultate care conteaza cu adevarat pentru client.
Hai sa discutam