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Eureka Language Centre
Role: Google Ads Specialist
Date: September - November 2024
Eureka Language Centre is a long-standing English school in Barcelona offering adult courses, teen programs, and exam preparation. I was brought in to generate qualified local leads through Google Ads and improve conversion performance with custom-written English, Spanish and Catalan landing pages.
Eureka needed to boost local enrolment for its in-person classes, but past Google Ads efforts had produced poor results, leading to low confidence in the channel. Campaigns were unstructured, lacked tracking, and sent traffic to generic, non-converting pages. There was also no segmentation by course type or language, which made it difficult to align search intent with relevant messaging.
What I Did
Google Ads Campaign Strategy
- Created segmented campaigns by audience and course type (Adults, Kids/Teens, Exam Prep)
- Built ad groups for high-intent exams like Cambridge, IELTS, and TOEFL with targeted keywords and strong negative lists
- Wrote multilingual ad copy in English ( translated into Spanish and Catalan) tailored to user intent
- Implemented structured ad extensions (sitelinks, callouts, location, and call extensions)
Landing Page Strategy & Execution
- Structured and wrote all landing page copy which were translated into Spanish and Catalan, tailored to each campaign segment
- Prioritised clarity, user intent, and UX best practices in layout and messaging hierarchy
- Guided the developer on implementing design with clear CTAs and minimal distractions
- Ensured all key actions (forms, calls, email clicks, WhatsApp) were tracked via Google Tag Manager
Conversion Strategy & Ongoing Optimisation
- Continuously refined keyword targeting and bidding based on real-time data
- Managed negative keyword list
Results
- 42 tracked conversions (form submissions, calls, WhatsApp clicks, email clicks)
- 6.2% click-through rate (CTR) — above average for the education sector
- €48.62 cost per conversion, representing a cost-effective acquisition in a competitive market
- €2.04K total spend over the campaign period
- Restored trust in Google Ads after previous underperformance, with the owner initially skeptical of its value
- Full tracking setup enabled clear insight into performance and informed ongoing optimisations
