iCode School · At Growth Hackers Digital · 2022 to 2023
- EdTech
- US
- Google Ads
- Performance Max
Cost per lead from $263 to $36.
Rebuilt the account and the tracking, then scaled: CPL ended 40% below breakeven.
- Cost per lead
- -86%
- CPL
- $263 → $36
- Below the $85 breakeven
- 40%
The setup
iCode School is a US offline school for coding and robotics that fills its classes through paid lead generation.
What was broken
- Customer acquisition cost was high, with leaks in the customer journey.
- Advertising was expensive and the junk lead rate was high.
- The account structure couldn’t scale.
- Tracking had major issues.
What I changed
- 1Audited and cleaned up the account structure.
- 2Cut keywords by performance and kept the winners.
- 3Launched new campaigns with fresh creatives and winning keywords, split by location.
- 4Focused on new user acquisition and stabilised lead flow.
- 5Rebuilt the tracking.
- 6Scaled once leads flowed consistently, then brought in Performance Max.
What moved
-86% cost per lead · $263 → $36 CPL
CPL dropped from $263 to $141, then to $76 once campaigns were maintained properly and tracking was fixed. With Performance Max it reached $36, 40% below their $85 breakeven.
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