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Driving training school in Barcelona that wanted to start receiving student registrations online directly from the website. When we started working on their Google Ads account in 2021, they had not yet achieved any enrollment from the web, since their business model to date consisted of closing sales in person.


During the first months of managing their Google Ads account, we achieved the first online registrations for the driving school, and by the end of 2021 we had already managed to scale the sales volume considerably at an increasingly efficient cost.

Increase in online registrations of 192% and a decrease in CPA of 67% during 2021
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From 0.19 online registrations per day at a CPA of 228 euros in July 2021 to 0.77 online registrations per day at a CPA of 69 euros in November 2021
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We share some of the actions that have had the greatest impact on this Google Ads account when it comes to increasing enrollments and lowering the CPA:

  • Search campaigns focused on local terms close to the locations where the driving school has its centers to receive highly qualified clicks and have a high sales conversion rate.

  • Remarketing strategies to show ads again to those users who have shown an interest in the driving school but have not enrolled online to give them a second chance.

  • Promotion extensions to highlight the enrollment offers of the driving school.

  • Daily analysis of search terms to add negative keywords regularly and thus have a high control of the investment.

  • Implementation of automated bidding based on conversions with an advanced attribution model to be able to optimize the entire sales funnel and take advantage of real-time signals from the Google algorithm.

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