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AIT GmbH is a Germany-based IT educational center
The goals were to generate more student applications across all programs, reduce cost per lead (CPL) to ensure sustainable marketing investments, build a predictable and measurable lead generation system, and expand into new regions while keeping campaigns efficient.
About The Project
Services
PPC & Multi-Channel Advertising, Analytics Setup,
Email Marketing
Client
AIT GmbH, Berlin
Website
ait.de
Year
2024-2025
Initial Situation
AIT needed a scalable system — but initial campaigns were fragmented and too expensive:
Google Ads CPL was around €70, Facebook Ads CPL was around €40, campaigns lacked clear segmentation and tracking, and there was no diversification beyond Google and Meta.
In a highly competitive education market, where both local and international IT schools were targeting the same audience, this setup made growth extremely challenging.
Our Approach
To reduce dependency on Google and Meta, we launched TikTok Ads:
  1. Reached audiences exploring career options.
  2. Delivered the lowest CPL across all channels (€12).
Testing New Channels
  1. Implemented automated email flows to convert inquiries into enrollments.
  2. Shared testimonials, financial aid options, and personalized reminders.
  3. Raised the lead-to-student conversion rate.
Email Nurturing
  1. Refreshed ad creatives with student success stories and clear value propositions.
  2. Improved landing pages with stronger CTAs and localized messaging.
  3. Increased conversion rates from click to application.
Improving Creatives and Landing Pages
We rebuilt all Google and Facebook Ads campaigns from the ground up:
  1. Split campaigns by course type, location, and audience.
  2. Set up advanced GA4 + Tag Manager tracking for reliable conversion data.
  3. Applied automated bidding strategies and continuous A/B testing.
Restructuring Paid Campaigns
We added Performance Max campaigns to unlock new inventory across Google Search, Display, YouTube, and Discovery. Audience signals like career changers and students looking for online training helped us attract high-intent traffic.
Scaling with Performance Max
Results
Courses were fully booked without increasing the overall budget
at €12 CPL
TikTok Ads: new channel launched
€40 → €17
Facebook Ads: CPL reduced
€70 → €20
Google Ads: CPL reduced
by 30x
In one year Lead volume increased

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