How TNF Training Increased Student Enquiries by 243% Through Google Ads
Overview
TNF Training provides accredited vocational qualifications, apprenticeships, and professional development courses across the UK. Despite offering high-quality training programs, the company faced challenges generating a consistent flow of qualified student enquiries online.
Abhijatri partnered with TNF Training to redesign their Google Ads strategy, optimize landing pages, and improve lead tracking.
Within six months, the campaigns delivered significant growth in enquiries while reducing acquisition costs.
| Metric | Result |
|---|---|
| Increase in Student Enquiries | +243% |
| Increase in Qualified Leads | +187% |
| Reduction in Cost Per Lead | -38% |
| Increase in Conversion Rate | +122% |
| Monthly Impressions | 41,900+ |
| Monthly Leads Generated | 144+ |
The Challenge
TNF Training faced several marketing challenges:
✓ Low visibility for competitive course-related searches
✓ Inconsistent lead generation
✓ Generic website pages with low conversion rates
✓ Limited tracking of enquiries and applications
✓ Increasing competition from larger training providers
The objective was to create a predictable lead generation system capable of delivering qualified student enquiries at scale.
Our Strategy
1. Google Ads Account Restructure
We reorganized campaigns around high-intent search categories:
- Health & Social Care Courses
- Adult Care Qualifications
- Apprenticeships
- Business Administration Courses
- Online Training Programs
This improved Quality Scores and campaign relevance.
2. Landing Page Optimization
Instead of sending traffic to generic website pages, we created conversion-focused landing pages featuring:
- Clear course benefits
- Accreditation highlights
- Career progression opportunities
- Trust indicators
- Simplified enquiry forms
3. Conversion Tracking
We implemented:
- Form submission tracking
- Phone call tracking
- WhatsApp tracking
- Application completion tracking
This enabled accurate measurement of campaign performance.
4. Ongoing Optimization
Weekly campaign improvements included:
- Search term analysis
- Negative keyword additions
- Ad copy testing
- Bid optimization
- Audience refinement
Performance Comparison
| Metric | Before | After |
|---|---|---|
| Monthly Impressions | 12,400 | 41,900 |
| Monthly Clicks | 1,020 | 3,480 |
| CTR | 8.2% | 12.4% |
| Conversion Rate | 4.1% | 9.1% |
| Monthly Leads | 42 | 144 |
| Cost Per Lead | £31.40 | £19.47 |
Google Ads Growth Snapshot
Steady increase in qualified student enquiries generated through Google Ads optimization and landing page improvements.04080120160Month 1Month 2Month 3Month 4Month 5Month 6
| Month | Leads |
|---|---|
| Month 1 | 42 |
| Month 2 | 58 |
| Month 3 | 79 |
| Month 4 | 102 |
| Month 5 | 126 |
| Month 6 | 144 |
Landing Page Improvements
| Before | After |
|---|---|
| ❌ Generic website page | ✅ Dedicated landing page |
| ❌ Multiple navigation distractions | ✅ Focused conversion path |
| ❌ Weak call-to-action | ✅ Strong call-to-action |
| ❌ Limited trust signals | ✅ Testimonials & accreditation badges |
| ❌ Poor mobile experience | ✅ Mobile-optimized design |
Key Outcomes
Higher Search Visibility
Campaigns consistently appeared for high-intent educational searches across the UK.
Better Lead Quality
Enquiries came from prospective learners actively seeking qualifications and career development opportunities.
Lower Acquisition Costs
Optimization reduced wasted ad spend and increased marketing efficiency.
Sustainable Growth
Campaigns established a scalable foundation for long-term enrolment growth.
What The Client Achieved
243% More Enquiries
38% Lower Cost Per Lead
187% Increase in Qualified Leads
122% Higher Conversion Rate