Berlitz UK · 2026
Four London course pages, four search campaigns, and Meta used for leads for the first time.
Berlitz UK’s London acquisition in one piece: four course pages, one per language, the Google Search account rebuilt from 129 legacy campaigns into four London language campaigns that land on them, and the brand’s first Meta lead-generation programme, wired into ActiveCampaign.
The challenge
Berlitz UK was sending London traffic to pages that listed every language at once. Someone searching for German exam preparation and someone looking for Spanish evening classes arrived at the same argument, which suited neither.
We inherited a Google Ads account with 129 campaigns, most of them legacy UK, rest-of-world, Moscow and Turkey structures, with budget spread across all of them. Meta had never been used for paid acquisition: the ad account’s lifetime spend is the campaign we launched.
The brief was to make London language-course demand visible and measurable.
The approach
We split them. One page per language, each carrying the proof that matters to the person searching for it. German leads on Goethe and TELC preparation. Spanish leads on evening slots and group size capped at ten. English leads on the Tottenham Court Road location and intensive formats.
Every page opens with the enquiry beside the headline rather than below a brochure, and states what happens next. Salesforce takes the submission.
We stopped spreading budget. All London search moved into four campaigns, one per language (English, Spanish, German and French), each with its own daily budget so the strongest language could not starve the others and each is judged on its own cost per result. Every ad lands on the London course page for its language, and the pages are tested as well as the ads.
On Meta we built one lead-generation campaign for the Speak by September offer, tested a community and profession audience against a learner-intent audience in London across six creatives, sent every lead straight into an ActiveCampaign automation, and moved budget onto the two strongest creatives as results came in. The six angles were a self-assessment quiz, a diverse-group hero, English for work, speaking with confidence, an Oxford Street credibility ad and an anti-app comparison.
- 01
Audit and consolidate
125 of 129 Google campaigns left at zero spend. Live budget sits in four London campaigns: English, Spanish, German and French.
- 02
Language-level budgets
Each language has its own daily budget and bid setup, so it is judged on its own cost per result.
- 03
Test the page as well as the ad
A landing-page A/B test on the course pages, and a price-extension test on French.
- 04
Meta lead generation
Speak by September: two London audiences, six creative angles, budget moved to the two that converted, and website leads into an ActiveCampaign automation.
The work
The results
April to mid-October 2026
7,160
Google Search clicks, April to mid-October 2026
6.31%
Click-through rate on search
39
Meta leads, 33 of them from two creatives
-30%
Meta cost per lead, £57.43 to £39.96
Bars are indexed: the year before = 100.
Between April and mid-October 2026 the four search campaigns drew 7,160 clicks at a 6.31% click-through rate. Meta, used for paid acquisition for the first time, reached 26,600 Londoners with 102,000 impressions and produced 39 leads. Two creatives brought 33 of them: the self-assessment quiz, with the best click-through rate (1.50%) and 17 leads, and the diverse-group hero with 16. Cost per lead fell 30% from September to October, from £57.43 to £39.96.
Figures are from the Berlitz UK Google Ads and Meta ad accounts, read on 16 October 2026.
Four course pages are live, one per language.
Measured on a mobile profile in September 2026: median page load 0.57 seconds, median Largest Contentful Paint 0.91 seconds, Cumulative Layout Shift 0.000 on every page, about 855KB over 37 requests. Our measurements, not Berlitz UK's analytics.
What we delivered
- Four London course pages, one per language, with Salesforce forms
- Google Ads restructure: four London language campaigns from a 129-campaign legacy account
- Language-level budgets and bid setup
- Landing-page A/B test and price-extension test
- Berlitz UK’s first Meta ad account setup and lead-generation campaign, two audiences and six creatives
- Speak by September lead automation in ActiveCampaign
- Campaign leads report shared with the client
What it runs on
Webflow
One template, one page per language
Salesforce
Enquiries routed on submit
Google Tag Manager
Measurement
Related projects
All work
We apply the same thinking to every engagement.
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