Arlet K. Professional Training Center Case Study | Google Ads strategy
Discover how Arlet K. professional training center boosted enrollments with a precise Google Ads strategy, achieving 229 quality inquiries at low cost.
Table of Contents
Arlet K. Professional Training Center Case Study
Client and Context: ARLET-K is a reputable name in Bulgaria’s cosmetology professional qualification sphere. Licensed by “NAPOO” and staffed with proven medical specialists, the center offers top-level courses in Sofia and Varna. Their ambitious goal was to attract motivated students for upcoming second and third-level professional qualification trainings and their new Master class in cosmetic mesotherapy.
1. Challenge: Finding Future Professionals in a Highly Competitive Market
The professional training market is saturated. Dozens of schools compete daily for the same audience’s attention. The challenge was not merely to generate traffic but to reach the right audience: those seriously willing to invest in their career, not just hobbyists.
Main barriers to overcome:
- High Competition: Many training centers with aggressive advertising campaigns.
- Specific Audience: The need to filter casual interest and focus on serious professionals.
- Clear Deadline: Training groups in Sofia and Varna had fixed start dates and limited seats, requiring fast and effective results.
The task was to build a strategy positioning CPT ARLET as the logical choice and convert ad budget into real enrolled students.
2. Approach: A Surgically Precise Google Ads Strategy
We knew success means being where potential students actively search for solutions. Hence, we fully invested in Google Ads with a detailed segmented approach.
Step 1: Campaign Split by Location
Instead of one general campaign, we created two fully independent campaigns—one for Sofia and one for Varna.
- Relevance: Allowed tailored messages like “Cosmetology Training in Sofia.”
- Budget Control: Managed spending by city based on demand and seat availability.
- Precise Targeting: Ads targeted people in or interested in the respective city.
Step 2: Campaign Type and Audience Selection
We used Performance Max campaigns to reach users across Google’s ecosystem (Search, YouTube, Display, Gmail, Discover) using machine learning.
- Search Themes: Focused on high purchase intent keywords like [“cosmetology course price”], [“professional cosmetology training”], [“state certificate cosmetologist”].
- Demographics & Interests: Targeted career development and beauty industry interested audiences.
- Your Data: Used site visitor lists for remarketing to remind hesitant prospects.
Step 3: Ad Asset Optimization
We created a rich set of assets: titles, descriptions, images, and videos highlighting key advantages: NAPOO license, practice with live models, experienced lecturers, and early registration promotions.
We monitored asset performance closely (some images had 14% Interaction Rate, others 0%) and boosted winning combinations to maximize budget efficiency.
3. Results: 229 Inquiries at 6.21 BGN Cost Each
From December 2, 2024, to April 7, 2025, the results exceeded expectations:
- 229 conversions: Real people filled contact forms or called to enroll.
- 3.18 EUR (6.21 BGN) average cost per conversion (CPA): Extremely low cost for attracting clients for over 1200 EUR (2400 BGN )courses, proving outstanding ROI.
- 7.16% average Click-Through Rate (CTR): High CTR indicated very relevant and attractive ads for the audience.
Notably, the March course groups in Sofia and Varna were fully booked, ensuring stable future inquiry flows.
(Note: The campaign referenced the client’s previous website version, with a new one currently under development.)
4. Conclusions and Lessons Learned
- Segmentation is queen: Location-based campaign splitting drove high relevance and low inquiry costs.
- Accurate tracking is essential: Proper conversion measurement enabled data-driven decisions.
- Trust but guide the algorithm: Performance Max is powerful but needs quality inputs to deliver potential.
- A good offer sells: Clear early registration discounts and limited seats created urgency for action.
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