244 leads at $4 each for an online IT school
An online IT school wanted Google to match its Facebook results. Display and Performance Max campaigns brought in 244 leads at about $4 each in two months.
- Client
- Online IT school selling programming, web development and design courses
- Market
- Online
- Service
- Google Ads
- Timeframe
- 2 months
- Result
- 244 leads at ~$4 each
The goal
Launch Google Ads and build a steady flow of inquiries for courses in programming, web development, and design. Target cost per inquiry: up to $4.
Where we started
The client already had Facebook and Instagram campaigns that were working. The job was to match that performance in Google, which meant:
- keeping click costs down,
- making the value of the courses clear,
- reaching people actively looking into IT training.
What we did
- Built a media plan and forecast what a lead would cost in Google.
- Launched Display Network campaigns to reach people looking for training or a career in IT.
- Set up Performance Max to widen reach and let Google find interested users automatically.
- Added Search campaigns on high-intent queries such as “programming courses” and “online IT training”, plus colder queries about careers and career changes.
While the account ran, we:
- tested several offers and ways of wording them,
- refreshed banners and visuals regularly,
- scaled up the campaigns that delivered cheaper leads.
Results after two months
- ✅ 244 leads
- ✅ Average cost per inquiry: about $4
- ✅ Identified the top-performing ads and formats: Display and Performance Max
- ✅ A steady flow of inquiries every month
- ✅ The client continues to scale the campaigns
What made the difference
Display formats plus the right messaging delivered steady leads at the target cost. The campaigns now perform predictably and continue to scale.
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