Write Ads That Filter Out Learners Who Can't Enrol
Cheap leads from "free course" ads cost you more in admissions time than they save. Eligibility-first messaging gives you fewer enquiries and far more enrolments.
“FREE course! Apply now!” gets clicks. It also gets enquiries from people who don’t live in the right area, don’t meet the criteria, or can’t start on the date you need.
Every one of those enquiries costs admissions time. Enough of them, and the team stops trusting the leads altogether.
Lead with who the course is for
Put eligibility in the ad itself, not buried on the landing page:
- Who: “For adults in [region] who…”
- What they need: age, residency, current qualifications or employment status.
- When: “Next intake starts [date].”
People who don’t qualify scroll past. People who do feel the ad was written for them.
Back it up in the form
Ask the deal-breaker questions in the lead form, before the enquiry ever reaches your team. A slightly longer form produces slightly fewer leads, and a lot less wasted time.
Measure enrolments, not leads
Judge campaigns on cost per enrolment, not cost per lead. A cheap lead that never enrols is the most expensive lead there is.
Eligibility-first messaging was the first step in the system behind 300+ enrolments in under three months.
Not sure how many of your leads actually qualify? We’ll show you.