Krasnodar driving school: 34 enrolments in three months
Yandex Direct generated 126 inquiries at 889₽ and 34 course sales, with 1.03M₽ recorded revenue over three months
Local schools offered comparable prices, vehicles and programmes. A general invitation to learn to drive did not explain why a student should choose this school
Campaigns explained the client's contractual promise to continue teaching without an extra charge after an unsuccessful first exam, training in the same vehicle model used for the exam, and a 1.5-month intensive option. Offers and schedules were separated for students, working adults and parents
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Context
A driving school in Krasnodar competed with more than 30 schools whose courses were priced around 30K-35K₽. Comparable programmes and vehicles made it difficult to stand out through a general brand message
Campaign approach
Specific search needs. Yandex Direct campaigns covered intensive tuition and concerns about passing the exam. The advertisements explained the client’s actual course terms
Clear contractual support. The offer stated that tuition would continue without an additional charge if a student did not pass the first exam. It described the school’s commitment, rather than promising an outcome controlled by the examiner
Different schedules. Students saw holiday-intensive and student-price options. Working adults saw evening and weekend groups. Parents saw the shorter 1.5-month option
Familiar vehicle model. Training in the same model used for the exam addressed a practical concern raised by prospective students
Results
During August-October 2023, the campaign produced 126 inquiries at 889₽ and 34 course sales. Recorded revenue was 1.03M₽, with approximately 110K₽ of ad spend reported in the source. The inquiry-to-purchase conversion was about 27%
For the other education funnels, see online school lead costs
See also
Story of the week, number of the week, one campaign setup taken apart and what to do before the season. Dubai, Phuket, Georgia
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