How did we triple lead volume and cut acquisition costs by 71% for Samiad’s summer camps?

Samiad is a British organization offering international summer language schools for children and teenagers. It has been operating since 2013, organizing week-long summer camps at prestigious boarding schools in the United Kingdom. Participants learn English while also developing their interests—sport, art, technology—in an international group. Samiad provides accommodation, full-day meals, activities, and trips (for example, to London or Warwick Castle), all under the care of teachers and camp counselors.

When we began working with the Samiad team, the company was at a point of clear slowdown. Its existing activities had stopped delivering the expected results, and business growth could not keep pace with rising costs. This was not, however, a classic e-commerce case, where what matters most is conversion to a sale. In this project, the key challenge was to effectively generate leads and organize processes that until then had operated in a non-scalable way.

The first step in responding to the client’s challenges was developing a marketing and creative strategy tailored to their needs and business goals. We started by analyzing the client’s existing activities: we held conversations with the internal team, reviewed the available tools, and examined the marketing materials already in place.

Another pillar of our work was the creative strategy for the campaigns in Google Ads and Meta Ads. Instead of a few fixed banners running throughout the entire season, we opted for testing and iteration: from video to creatives based on social proof. The variety and testing of creatives allowed us to regularly optimize the campaigns and refresh the messaging, which was particularly important given the limited budget.

Examples of creatives produced for the client

We noticed that although the client was effectively capturing existing demand through Google Ads campaigns, difficulties began to appear when scaling activities. Up until the start of our collaboration, this was the only lead-generation channel, which limited the potential for further growth of the project. As a result, we decided to rebuild the campaign structure and analytics, focusing on the most effective markets that generated the most sales, rather than spreading the budget across overly broad global activities. On top of this, we decided to introduce new campaigns—including, among others, Performance Max.

In addition, we decided to launch advertising activities in Meta Ads. This allowed us to increase brand recognition in the markets where the company was already present, as well as to test new directions that could prove more profitable and promising on a global scale. We designed the campaigns in such a way that we could smoothly move from testing to scaling (depending on the results and potential of a given market).

What’s more, we also implemented analytics solutions—including event tracking and dedicated dashboards, which enabled precise reporting and tracking of results.

In 2024, the client spent less than the year before, yet still achieved significantly better results. The number of educational camp weeks sold increased by over 45%, and the effectiveness of the marketing activities clearly improved.

Thanks to the implemented strategy:

• the cost per week sold (CPW) fell by 34%,

• the cost of acquiring a sales opportunity (CPO) fell by as much as 71%,

• and the number of leads grew more than threefold.

A smaller budget and, at the same time, a greater return is the result of a well-thought-out strategy, creative testing, and the optimization of activities in key markets. The campaigns became more scalable, and demand generation was far more effective than in the previous sales season

The client’s success was reflected in real growth in sales and margin, and scaling the budgets translated into more spots filled during the summer trips. Alongside the activities described above, we also implemented an SEO strategy in order to strengthen the site’s visibility, improve conversions, and at the same time build a third lead-generation source.

This is a key investment for the next season with Samiad, one that makes it possible to optimize budget allocation based on data: which countries and months generate the highest return on investment. Thanks to a solid SEO foundation, we ensured both an immediate increase in visibility and a foundation for the client’s long-term growth.