RSG, Google Ads Lead Generation for an English Language School

The client is an English language school offering courses for preschool children, school students, teenagers, adults, NMT preparation, and Speaking Club classes in Odessa. The goal was to increase enrolments by attracting parents looking for English courses for their children as well as adults searching for English language classes. The school partnered with our Google Ads agency to build a sustainable lead generation strategy focused on qualified enquiries. Alongside Google Ads management, the project included Google Analytics 4, Google Tag Manager, and conversion tracking to accurately measure every enquiry submitted through the website.

The client wanted to generate a consistent flow of new student enquiries while maintaining an efficient advertising budget. Although the school already offered a wide range of English language courses, there was no structured Google Ads strategy capable of consistently reaching people actively searching for language education. Launching paid advertising without reliable analytics would have limited future optimization. Before scaling the campaigns, it was important to implement accurate conversion tracking and build a campaign structure that could identify which services, keywords, and advertisements generated qualified enquiries.

The project began with keyword research and competitor analysis to understand how parents and adult learners search for English language courses in Odessa. This research identified high-intent commercial search queries and formed the foundation of the Google Search campaign structure. Campaigns were organised around the school’s primary services, including English courses for preschool children, school students, teenagers, adults, NMT preparation, and Speaking Club classes. This structure ensured that keywords, advertisements, and landing pages closely matched user intent, improving both ad relevance and lead quality. Responsive Search Ads were created using commercially relevant keywords, clear value propositions, and compelling calls to action designed to encourage prospective students and parents to request more information through the website. To support accurate reporting, we implemented Google Analytics 4, configured Google Tag Manager, and established conversion tracking for website enquiry forms. This provided complete visibility into campaign performance and ensured every optimization decision was based on measurable business outcomes. Following the launch, campaigns were continuously refined through search term analysis, keyword optimization, bid adjustments, negative keyword management, and ongoing Google Ads management to improve lead quality while maintaining an efficient cost per lead.

• Google Ads
• Google Analytics 4
• Google Tag Manager
• Conversion tracking

During the campaign period, Google Ads generated 263 qualified enquiries while maintaining an average cost per lead of ₴106 from a total advertising spend of ₴27,800. More importantly, the school established a predictable lead generation system supported by reliable analytics and conversion tracking. Every enquiry could be measured consistently, providing clear insight into campaign performance and enabling future marketing decisions to be based on measurable results rather than assumptions.