IT course advertising: 6,000 leads at $1.6 for student recruitment

Niche: IT education · Channels: Meta, Google Ads · Author: Septminor

In short

• Client: IT education with several study tracks.
• Goal: fill groups by specific start dates.
• What we did: a quarterly media plan, Meta and Google ads, webinars, online and offline events, separate logic for each track.
• Result: 6,000 leads at $1.6 on a $9,600 budget.

Why course recruitment doesn't fit one template

Each study track was effectively a separate product, with its own tuition price, acceptable cost per lead and path to payment. What worked well for one course could simply burn budget on another.

On top of that comes the start date. Recruitment is time-limited: if a group isn't filled in time, late leads won't save the launch.

What we did

1. Built a quarterly media plan. We worked back from start dates to decide what to launch and when, so groups had time to fill.
2. Gave each track its own path to a lead. Cost per lead and the funnel were refined separately, based on tuition price.
3. Brought people to webinars. For some tracks it is easier to get to know the course at a free session first.
4. Ran online and offline events. Other tracks worked better with this format.
5. Worked in Meta and Google at once. The two channels complemented each other in every intake.

Result

Advertising worked around real launch dates: it didn't just collect leads, it helped fill specific groups.

Is this relevant to your business

This case is about you if you sell education and recognize at least one of these:

• every new intake starts with a rush before the start date;
• you have several courses but the same ads for all of them;
• you get leads but can't tell which courses pay off;
• you want to run webinars or events, not just collect forms.

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