-40%Cost per lead
High-quality leads at a fraction of the previous cost
An educational fintech company in Germany
Read the case studyA flight training school in Ireland · Ireland
Discovery flights booked 3.4 times over
Paid search, social and a follow-up sequence for a flight school selling a very expensive dream.
- Industry
- Aviation
- Timeframe
- 6 months
- What we did
- Google AdsMeta AdsEmail Marketing
3.4xDiscovery flights booked
-38%Cost per lead
RecordStudent intake
Before and after
| Before | After | |
|---|---|---|
| Discovery flights a month | 11 | 37 |
| Cost per lead | €52 | €32 |
| Enquiry-to-booking rate | 9% | 27% |
| Follow-up emails | 1 | 9 |
Enquiry follow-up sequence27% book
- Day 0What your first flight is like68% open
- Day 4What a licence really costs54% open
- Day 12Open evening this month27% booked
Discovery flights by month3.4x
Cost per lead −38%Intake Record
The situation
A flight training school in Ireland that sold discovery flights as the first step to a pilot licence, and lost most of the people who enquired.
A pilot licence is a long, expensive decision. Enquiries came in, got one email, and went quiet. Ads were judged on enquiries, not on who went on to train.
What we changed
- Google Ads on 'learn to fly' and 'pilot licence' searches, landing on a discovery flight page
- Meta campaigns with cockpit video that stopped the scroll
- A nine-email sequence over six weeks covering cost, time, medicals and what the first lesson is like
- Tracking from first click to booked discovery flight to enrolled student
- Monthly open evenings promoted to the whole email list
What happened
Discovery flight bookings rose 3.4x, cost per lead fell 38% and the school enrolled a record number of new students in the following intake.