Education Marketing
An academy rarely runs one campaign. It runs dozens, for different courses and different times of year. The challenge is keeping the picture readable.
Yes Academy
We built and managed 250+ paid ad campaigns for Yes Academy across Google, YouTube, Facebook and Instagram. Running that volume of campaigns is a discipline in itself. We have not published its budgets or results and do not do so here, but the lessons about structure below come from working at that scale.
How to keep many campaigns readable
| Problem | Practice |
|---|---|
| Campaigns multiply with no naming logic | A naming scheme that shows course, city, intake and audience at a glance |
| Results cannot be compared across courses | Consistent conversion definitions and the same reporting layout |
| Old campaigns keep running after the intake closes | A calendar of start and stop dates for every campaign |
| Different channels report differently | One shared sheet that combines them |
Parents and students are different audiences
The person who enquires may not be the person who pays. Messages for a parent, who cares about results, safety and cost, differ from messages for a student, who cares about outcomes, teachers and how it feels. Test both and let the enquiries show which brings stronger conversations.
Lead quality in admissions
- A form question on the course or grade removes a lot of vague enquiries.
- Reply to leads quickly, in the language they used.
- Record the outcome of each enquiry, so campaigns can be judged on admissions, not just leads.
Planning around admissions
| Phase | Focus |
|---|---|
| Before the peak | Build awareness, gather interest, prepare pages and tracking |
| The peak | Convert interest into applications, with fast replies |
| After | Review what worked, record lessons, keep in touch with interested families |
What families look for
- Clear information on courses, teachers, results and fees, where you are able to share them.
- Real photographs and voices from the institution.
- Easy ways to ask questions.
- Honest statements about outcomes, without inflated promises.
Reporting across many campaigns
A single sheet that lists each course or programme, its spend, its enquiries and its admissions gives a clear picture, and makes conversations with leadership easier. Where admissions data comes from a separate system, agree how it will be matched to campaigns before the season starts.
Questions families ask, and how to answer them
| The question | A useful answer |
|---|---|
| What will my child learn? | A clear programme outline, in plain words |
| Who will teach? | Teacher profiles with real experience |
| How do I know it works? | Honest information about outcomes and how they are measured |
| What does it cost? | A transparent fee structure, including extra costs |
| How do I start? | A simple next step with a person to speak to |
Managing a busy season
Admissions season brings a burst of enquiries. Decide beforehand who answers, in what order and with which templates. A quick, warm reply in the first hour often decides whether a family chooses you, and tracking each enquiry to an outcome lets you learn for the next season.
Take care with information about minors
Collect only the data you need, tell families how it will be used and keep it secure. Be cautious about photographs and names of children in public content, and get clear permission before publishing them.
Plan around the calendar
Admissions follow a cycle, and click costs and competition change as that cycle moves. Plan creative and budgets around it, and start early enough to learn before the peak. See how tracking supports the process on conversion tracking setup.
Related pages
Discuss your admissions
List the courses, the intake dates and how enquiries are handled today.
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