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Case Study
Codeyoung

How We Turned Google Into Codeyoung’s High-Intent Growth Engine — Driving 5x More Leads at 52% Lower CPL

Codeyoung offers online coding and future-ready learning programs for children — a category where the parent is both the decision-maker and the buyer.

 

The brand was already generating leads across channels, but lead quality was inconsistent. As volumes increased, weaker-intent enquiries were hurting conversion rates and pushing acquisition costs upwards.

 

Google presented a different opportunity: capture parents already searching for structured learning and coding programs, rather than creating interest from scratch.

 

But simply buying more search traffic wouldn’t solve the problem. Codeyoung needed to expand this high-intent pool without diluting lead quality or making incremental growth progressively more expensive.

Key Business Challenge

Turn Google into a scalable acquisition engine that could capture active parent intent, multiply lead volumes and simultaneously improve the economics of customer acquisition.

Campaign

Lead Generation – Google

Industry

EdTech (Kids' Coding)

Key Growth Levers

Google Search | Performance Max

Before Re-architecting, We Diagnosed
Where Scale Was Diluting Intent

Unequal Lead Value

Higher lead volumes weren’t translating proportionately downstream. The acquisition mix needed greater concentration around parents actively evaluating learning programs.

Search Had Headroom

Parents searching for coding and online learning were signalling stronger intent, but capturing substantially more of this demand required sharper keyword and campaign architecture.

Scale Risked Efficiency

Expanding indiscriminately into broader searches could increase volume while weakening lead quality and pushing acquisition costs back up.

From Buying Education Leads to
Building a Search-First Engine Around Active Parent Intent

Search-First Acquisition

Prioritised parents actively searching for coding and structured online learning, concentrating investment closest to existing demand.

Smarter Audience Signals

Refined audience inputs to give Google stronger context around the parent profiles most relevant to Codeyoung’s programs.

#ROI

Intent-Led Budgeting

Shifted budgets towards campaigns and search pockets demonstrating stronger conversion efficiency instead of distributing spend uniformly.

Sharper Keyword Architecture

Continuously refined keyword coverage and campaign structures to expand relevant searches without allowing weaker intent to dilute performance.

PMax for Expansion

Used Performance Max to unlock incremental conversion opportunities beyond the core Search engine without replacing the intent-led foundation.

We made Google Search the foundation of acquisition and built expansion around it — protecting high-intent demand while systematically finding additional pockets of scalable opportunity.

Results Over the Engagement Window

Lead Volume
↑ 0 X
Cost per Lead
↓ 0 %
ROAS
↑ 0 X
Bonus Win!
Scale came with better economics. Codeyoung generated 5x more leads while CPL fell 52% and ROAS doubled — showing that incremental volume wasn’t coming from progressively weaker demand.

Our Learnings
We Don’t Just Capture Search Demand

We Build Intent-Led Engines That Expand Without Diluting Economics
01

In education, parent search behaviour can be a stronger qualification signal than broad demographic targeting because the consideration journey has already begun.

02

Search doesn’t necessarily plateau after obvious high-intent keywords. Better architecture can uncover additional demand while protecting the quality of the core engine.

03

PMax works harder when it has a clear role. Here, it worked as an expansion layer around a strong Search foundation rather than becoming the acquisition strategy itself.

04

The best evidence of scalable acquisition is volume and efficiency moving together — more leads matter far more when CPL falls and ROAS rises simultaneously.

For us, education acquisition isn’t about generating the maximum number of enquiries — it’s about systematically expanding the pool of high-intent parents you can acquire profitably.
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