Carnegie debate (USA)
Catering to students from grades 2-10, our program cultivates Critical thinking, Communication, and Confidence through dynamic games and thoughtful discussions.
- Client
- Carnegie
- Industry
- Online education
- Location
- USA
- Services
- Website Development, Google Ads, Digital Marketing
- Working together since
- Aug 2023 – Aug 2024
What the project delivered
We rebuilt the website, then started Google Ads on 4 September 2023; the first leads arrived on day two. Over thirteen months the ads brought in 505 leads at $23.69 each, and more than 200 of them enrolled.
The starting point
Catering to students from grades 2-10, our program cultivates Critical thinking, Communication, and Confidence through dynamic games and thoughtful discussions.
Carnegie Debate has approached Invisio Solutions to market its website to get more students to join debate classes across the USA. Our first step was to review their website, and unfortunately, their current website would never have a good conversion rate as it was a very simple landing page with next to no trust factor or design.
We offered Carnegie Debate to re-do their whole website and set up a shop page where customers can reserve seats or pay for the full semester, and once the design was approved, we quickly assembled a Word Press website for them and started running their ads.
Google Ads Results
Once the new site was live we ran Carnegie Debate's Google Ads for thirteen months, from August 2023 to August 2024: a search campaign for parents looking for debate classes, a Performance Max campaign across Google's network, and a campaign aimed at competitors' audiences.
Enrolment worked in two steps. Parents sent an enquiry or reserved a seat with a $50 deposit, then paid for a monthly plan ($222, $555 or $899 a month at the time) through a private payment link. The ads could only see the first step, so they were optimised for leads: 505 of them on $11,966 of spend, an average of $23.69 per lead. The cheapest month was December 2023 at under $13 per lead.
More than 200 of those leads became paying students. Students commit to at least one semester and most stay for all three, so at an average of 2.5 semesters (about 7.5 months) on the cheapest $222 plan, those enrolments represent an estimated $333,000 in tuition: roughly 28 times the ad spend.
Leads from Google Ads, month by month
Every enquiry and seat reservation tracked to the ads, with that month's cost per lead underneath.
Source: Carnegie Debate Google Ads account, August 2023 to August 2024. Enrolment figure from the client's sign-ups during the engagement; tuition is an estimate at the lowest plan price.
View the data
| Month | Leads | Cost/lead |
|---|---|---|
| Aug 2023 | 0 | – |
| Sep 2023 | 21 | $32 |
| Oct 2023 | 28 | $36 |
| Nov 2023 | 60 | $26 |
| Dec 2023 | 86 | $13 |
| Jan 2024 | 46 | $19 |
| Feb 2024 | 31 | $37 |
| Mar 2024 | 18 | $39 |
| Apr 2024 | 38 | $21 |
| May 2024 | 58 | $19 |
| Jun 2024 | 77 | $20 |
| Jul 2024 | 38 | $35 |
| Aug 2024 | 4 | $38 |
The old design vs the new one
As you can see there is a clear improvement to the website design. We started running Google Ads on 4 September 2023 and the first leads arrived on day two. The full thirteen months of results are below.
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