Case: contextual advertising for Megapolis driving school
Input data
Site type
Subject
Driving Academy
Site link:
avtoakademia-megapolis.com.ua
Monthly budget:
About the client:
Objectives
Results
It was done
Short result
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867%
Number of transitions
3 months
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UAH 7
Average price per transfer
3 months
455%
Number of sales
3 months
Project: promoting a driving school through Google Ads
Megapolis Driving School, which sought to increase the number of students and increase brand awareness in its city, approached us. The task was to set up effective contextual advertising that would bring in real customers and increase the number of applications for training.
Issues: why contextual advertising is needed
High competition among driving schools: several dozen training centers are simultaneously advertised in Google search results.
Expensive clicks on the queries "driving school Kyiv", "driving courses", "get a license".
The need to make Megapolis look more attractive among competitors.
The task is to get the maximum number of leads with a limited advertising budget.
Promotion actions and strategy
1. Keyword analysis
We created a semantic core that included:
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"Driving school Kyiv",
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"driving courses with an instructor",
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"get your rights quickly",
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"affordable driving school".
Local queries for specific areas of the city were also added to attract the nearest audience.
2. Creating advertisements
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Several text options with unique advantages have been created:
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"Modern cars and experienced instructors";
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"Flexible class schedule";
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"High statistics of passing exams on the first try."
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Added ad extensions: contact details, branch addresses, link to the "Sign Up" page.
3. Targeting and geography
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Geotargeting is set to Kyiv and surrounding areas.
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Age segmentation: the main audience is from 18 to 35 years old.
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The ad was shown both in search results and on the Google Display Network.
4. Campaign optimization
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Excluded non-targeted queries (e.g., "free driving lessons").
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Optimized bids for highly competitive keywords.
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Regularly testing different texts and calls to action.
Advertising campaign results
CTR (click-through rate): reached 8.4% – higher than average in the niche.
Conversion: the number of applications for training increased by 52% in the first month.
Lead cost: reduced by 30% thanks to keyword and advertising optimization.
ROI: every UAH 1 invested in advertising brought UAH 4.7 in profit to the driving school.
Conclusions: the effectiveness of contextual advertising for driving schools
This case proved that contextual advertising is one of the fastest and most effective ways to attract students to a driving school.
Key factors for the success of the campaign for Megapolis driving school:
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careful selection of keywords;
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emphasis on the school's unique strengths;
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budget and targeting optimization;
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constant analysis of results.
Contextual advertising helped the driving school increase the number of clients and strengthen its position in the educational services market.
The basis of the team
Denis
Denis is the voice of our company. He spends hours making sure that our clients feel cared for and enjoy their interactions with the company. If you have any suggestions or ideas, you can write to us.
Christina
Khrystyna is responsible for the product concept, manages the creative team. Her task is to help the customer formulate a message for the target audience and visually package it so that it is correctly perceived.
Eugene
Evgeny is the main creative engine of our team. Logical thinking, analytical mindset, but at the same time can always impress our clients with a unique approach to business.
Daria
Daria's job is to formulate the client's objectives and desires, and then communicate them to the team of specialists. The project manager has to gather his or her will into a fist and finish the task with shocking force.
Nikita
Responsibility, broad horizons, marketing vision and many more qualities that can be said about Nikita. A unique tandem is the quality and speed with which Nikita performs her work.
Karina
A native speaker and expert in foreign languages with over 10 years of experience in writing texts for various tasks. She will study your tone of voice and craft the perfect text for each specific need.
Contextual advertising for Megapolis driving school
Contextual advertising for the Megapolis driving school turned an ordinary landing page into a stable source of applications from future drivers. The driving academy has long invested in the quality of training, modern cars and strong instructors, but without managed online marketing, these advantages are not always noticeable in the search. The task was to configure the driving school's contextual advertising so that every hryvnia from the budget worked on real requests through the site: signing up for driving courses, consulting on the schedule or cost, booking a place in a group. Thanks to the systematic approach, Google Ads became not just a source of clicks, but a predictable channel that brings new students and helps the Megapolis driving school take a leading position among competitors in its city.
Input data and niche of Megapolis driving academy
Megapolis Driving Academy operates as a full-fledged network of branches with its own driver training methodology and high exam passing statistics. The main sales tool is a landing page, where traffic from contextual advertising is directed. The monthly budget for Google Ads was fixed and relatively small, so the strategy was built around maximizing the use of each click. The key audience was residents of Kyiv and surrounding areas aged 18 and over, who are looking for a driving school with a comfortable schedule, modern cars and understandable payment terms. Contextual advertising for Megapolis Driving School was to cover both general commercial queries and local searches by city district, so that people would choose the nearest branch and immediately leave an application through the website.
The challenges of promoting driving schools on Google Search
The driver training market in large cities is traditionally saturated: dozens of driving schools, driving courses, and private instructors compete simultaneously in Google results. Queries like "driving school Kyiv", "get a license", "driving courses" have a high cost per click and often bring mixed traffic: from students who are only interested in prices to people looking for free lessons. Without a clear strategy, contextual advertising for a driving school quickly "eats up" the budget, but does not provide a stable flow of applications. Another difficulty was the similar ads of competitors, where it was difficult to understand the difference between schools. It was necessary to rebuild the Megapolis driving school through strong advantages, weed out untargeted impressions, and structure campaigns according to user intent to focus only on those who are really ready to start training.
Contextual advertising strategy for a driving academy
The strategy was based on a detailed semantic core of commercial queries: “driving school Kyiv”, “driving courses with an instructor”, “get your license quickly”, “affordable driving school” and local phrases by city district. For each group of keywords, separate ads were created with an emphasis on the advantages of the Megapolis driving academy: modern cars, experienced instructors, flexible schedule, high percentage of passing exams on the first try. Contextual advertising for the driving school was supplemented with extensions - branch addresses, phone number, link to the registration form. Geotargeting was set to Kyiv and the suburbs, and impressions were limited to target age groups. Constant work with negative keywords, testing creatives and bidding strategies allowed us to gradually reduce the cost of conversions and concentrate the budget on the most effective queries.
Google Ads campaign results
The first few months showed that properly configured contextual advertising for the Megapolis driving school is capable of producing a multiple increase in performance. The number of conversions from search increased several times, and the average cost per click remained at about seven hryvnias, which is an excellent result for the competitive niche of driving schools. The flow of applications through the registration form for training and calls to the branch increased so much that the driving academy was able to consistently select groups and plan a schedule. Sales increased several times in a few months, and advertising investments began to return with a comfortable margin. Contextual advertising for driving schools in this case proved that even with a limited budget, it is possible to achieve a significant increase in the number of students thanks to precise work with keywords and traffic quality.
Conclusions and further development of contextual advertising
The Megapolis driving school case confirms that contextual advertising for a driving school becomes one of the fastest and most predictable channels for attracting students, if it is based on analytics, segmentation and constant optimization. Focusing on clear commercial requests, local keywords and strong advantages of the school allows not only to increase the number of applications, but also to develop the driving academy brand. The next step for such projects may be to scale the most successful campaigns, launch remarketing for those who viewed the landing page but did not leave an application, test individual campaigns for mobile traffic and integrate with SEO and social networks. This approach forms a sustainable system of digital customer engagement, where contextual advertising supports the growth of the driving school and helps to confidently compete in the educational services market.