Beauty academies,
measured at enrolment.
Enrolment-stage Enhanced Offline Conversions: inquiry, deposit, enrolment confirmed. Course-tier-aware bidding. Multilingual creative for cross-border EUR-priced courses. Existing students fenced out of retargeting.
Four patterns we audit every account.
- 01
Enrolment is months out, bidding learns on form-fills
A €1,800 course enrolment takes weeks of consideration. Smart Bidding optimises on lead-form-submit instead. Junk inquiries reinforced, serious students under-served, CAC at enrolment looks fine on paper.
- 02
Retargeting hitting existing students
Past students still in lookalike seeds. Current students hit by retargeting they shouldn't see. CAC inside Meta looks great because half the 'conversions' are people already enrolled.
- 03
Cross-border audience without language separation
EUR-priced courses in Madrid or Berlin attracting EN, ES, FR, DE, RU students. Single creative set, single campaign tree. Budget bleeds toward the cheapest CPL country regardless of enrolment economics.
- 04
Course-portfolio bidding lumped together
Nail courses, lash courses, brow courses, advanced masterclasses — all in one CPA target. Beginner courses have 10× the volume but 1/3 the margin. Smart Bidding optimises for volume, starves the masterclasses.
Eight pieces, enrolment-economics aware.
- 01Enrolment-aware
Enrolment-stage EOC pipeline
Stages: inquiry → consultation → paid_deposit → enrolment_confirmed → course_started. Each uploaded as a separate conversion action with revenue. Smart Bidding learns on real enrolment, not on form-submit.
- 02
Course-level campaign architecture
Separate campaigns per course tier (beginner / advanced / masterclass). Different CPA targets matched to course margin. Beginner can scale on volume; masterclasses bid against margin.
- 03
Existing-student suppression
CRM-based audience excluded from Meta retargeting and Search RLSA. Past students removed from lookalike seeds. Junior-student segment treated differently from prospect segment.
- 04Multi-lang
Multi-language creative library
EN + local language + key cross-border language. Translation by humans, not auto-translate. Geo-targeting separating residents (full course intent) from cross-border (intensive / weekend formats).
- 05
Meta with awareness-to-enrolment funnel
Top of funnel: Meta with course-style content. Mid funnel: free trial / open day registration. Bottom: Search for branded + course-name queries. Each step tracked, no double-attribution.
- 06
Free-trial / open-day measurement
Trial classes and open days tracked as upper-funnel conversions with their own value. Trial-to-enrolment rate monitored as channel health metric.
- 07
Payment-plan conversion modelling
Many academies offer payment plans. EOC respects deposit-paid as a separate conversion with deposit revenue, full enrolment as a downstream conversion with full revenue. Smart Bidding sees both signals.
- 08
Course-level CAC dashboard
Dashboard breaking CAC by course tier, by language, by country. Margin-adjusted ROAS per course. Budget decisions on closed enrolment economics.
Loop, then architecture, then operate.
- 01
Academy audit
Phase 01 · 5 working daysAds, GA4, CRM, course pages. Map enrolment economics by course × language × country, score the lead-quality stack, surface where bidding is misled.
- →Course × language × country enrolment economics
- →Lead-to-enrolment funnel by source
- →Existing-student leakage in retargeting
- →Top-10 leaks ranked by recoverable spend
- 02
Close the enrolment loop
Phase 02 · Weeks 1–3EOC pipeline per enrolment stage. Student suppression deployed. Trial-class tracking wired.
- →EOC pipeline per enrolment stage live
- →Existing-student suppression deployed
- →Trial / open-day measurement wired
- →GA4 funnel events repaired
- 03
Architecture by course and language
Phase 03 · Weeks 2–6Search and Meta restructured by course tier. Multilingual creative. Geo-targeting separated by enrolment intent.
- →Search architecture per course tier × language
- →Meta funnel from awareness to enrolment
- →Multilingual creative library
- →Geo-targeting refined per enrolment intent
- 04
Operate on enrolment CAC
Phase 04 · OngoingWeekly review of enrolment CAC, monthly EOC quality, course-launch calendar tied to demand windows.
- →Weekly review against enrolment CAC
- →Monthly EOC and match-rate health
- →Course-launch calendar tied to demand
- →Quarterly course-mix economics review
Common questions.
Course is priced in EUR (or your local) but customers come from multiple countries. We separate by source country and language at the campaign level, run multilingual creative with human translation, and track enrolment economics per country — not blended.
Current students excluded from lookalike seeds, past graduates handled carefully (depends on whether you sell advanced courses to them). The default we ship: prospect lookalike seeds use deposit-paid customers from the last 6 months, refreshed quarterly.
Yes, as upper-funnel conversions with their own value. Trial-to-enrolment rate is one of the cleanest channel-quality metrics we have for academies — we monitor it as part of the weekly review.
Two conversion actions: deposit_paid (with deposit value, fires immediately) and enrolment_confirmed (with full course value, fires at full payment). Smart Bidding gets short and long signals; reporting reconciled against the actual cash collected.
Usually yes. We've worked with custom academy CRMs and standard ones. The requirement is webhook-able stage updates and gclid storage at lead intake. If your CRM can't do that, we work with what's available (CSV exports, scheduled queries) — imperfect attribution beats none.
Send the academy and the CRM.
Read-only access. Five working days. Written diagnostic with course-tier × language × country enrolment economics.
No long contracts · Free audit before any work