Finance Academy: 2 years and 7+ courses under a single ad structure
A finance academy with 7+ programs — accountant, IFRS specialist, risk manager, HR — these are people with different motivations and different requirements. We built a multi-course ad structure and weeded out the ones that did not deliver, directing the budget only to the programs that worked. Over 2 years we secured a stable flow of enquiries and enrollments for the effective courses.
Get a consultationNarrow, non-overlapping audiences and a budget with no room to «test and see»
Professional education in finance and accounting is not an «online course for everyone». These are narrow adult audiences with specific motivations: a pay raise, a switch to a new specialization, an international certificate for working with foreign clients. These audiences do not overlap: an accountant searches for «accounting courses», an international reporting specialist searches Google for IFRS, and a risk manager searches for ICFM. Their pain points, language and entry points are different.
On top of this comes the budget constraint. The academy's marketing budget does not allow for «testing every channel and creative to see what sticks». Every manat invested has to work toward an enrollment right away, not toward «studying the market».
A separate, stable flow of enrollments for each course
On a budget with no room to «test and see», secure a stable flow of qualified enrollments separately for each course.
What we did and why
Multi-course architecture: a separate campaign and creatives for each course
The most common mistake in EdTech with several programs is running a single, generic ad for «the academy's courses». This scatters the budget and prevents the algorithm from learning to bring in qualified leads for any one direction. We split each direction into its own campaign with its own audience, its own creatives and its own offer: the accountant sees a message about accounting, the risk manager about ICFM, the HR specialist about HR certification. Each course is in fact a separate product with its own mini-funnel.
We test every direction — and focus the budget on the ones that work
The reality of EdTech with a broad course portfolio: not all directions sell equally well. Some courses catch on, some do not. Splitting the budget evenly across all 7+ directions is a guaranteed way to waste money. We tested each direction separately and weeded out the ones that did not deliver: some courses received the core budget and scaling, while for others we reworked the creatives or paused the campaigns. The principle is simple: budget only goes where it pays for itself.
Optimisation for enquiries, not clicks
In EdTech a click does not equal a decision. The real signal of readiness is a conversation in Direct, where a person clarifies the program, duration, instructors and price. That is why the campaigns were built precisely for this objective: the algorithm selects those genuinely ready to engage with the course, not those who «browse out of interest in the feed». On a limited budget this is critical — you cannot spend money on random clicks.
The numbers for the period
In EdTech with several directions, the mistake is running a single ad for «the academy's courses». An accountant and a risk manager are two different people with different pain points. Each course must have its own campaign, its own audience and its own creatives. Architecture solves more than budget size: a correctly split portfolio of 7 courses works better on a limited budget than «one generic ad for everyone» on three times the budget.
You have several courses, products or services under one company — and a limited budget?
We build a structure where each direction gets its own audience and its own creatives, without scattering the budget. Leave your name and number — we will review your situation for free.