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Case study · Paid media and social · UK online school
A UK online school running Google Ads, Meta lead-form ads and organic social. Over seven months the search account delivered more conversions each month, at a lower cost for each one.
The numbers
701
Google Ads conversions in a year, at around £35 each
-29%
Cost per conversion, from £45 in August 2025 to £32 in February 2026
7.2%
Google Ads conversion rate
£12
Meta cost per lead from lead-form ads
Figures from the client's Google Ads, Meta Ads Manager and Metricool accounts, August 2025 to September 2026. Conversions are counted as Google Ads records them. Client anonymised.
In August 2025 the Google Ads account was producing 88 conversions a month at around £45 each. The school wanted more of them without the cost of each one climbing.
The same thing we do on every account: conversions defined and checked before budgets moved, campaigns structured around how parents actually search, and one plain report a month on what the spend returned. Meta lead-form ads ran alongside search to reach people earlier.
By February 2026 the account was producing 123 conversions a month at around £32 each: 40% more conversions, each costing 29% less. Over the year, Meta lead-form ads added leads at around £12 each.
Instagram followers grew from 229 to 630 in two years, and LinkedIn followers from 1,644 to 2,266. Instagram views rose from 64,000 to 556,000 year on year, but most of that came from one month when a single post travelled, so we read it as a spike, not a trend.
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