More student leads from a broadly unchanged paid social budget.
Mac Lav delivers live online lessons and needs a consistent flow of student enquiries. In January 2026, recorded paid social lead volume was 25% higher and cost per lead 21% lower than in February 2025, with spend broadly unchanged.
-21%
Meta cost per lead · January 2026 vs February 2025
+25%
Meta lead volume · same comparison
+38%
Meta click-through rate · same comparison
Where it hurt
Mac Lav delivers live online lessons across several language audiences. Paid social supports student recruitment, with lead volume and cost per lead central to the programme.
As reach expanded, cost per lead rose during the middle of the period. The account needed to improve efficiency without a substantial increase in overall spend.
What we saw
The language audiences were not contributing equally. We concentrated activity on English, kept Polish as a secondary audience and treated the others as smaller tests. Creative tests then helped guide further changes.
What we did, and why
- 1
Review the language audiences
We compared performance across language audiences as cost per lead rose during the middle of the reporting period.
- 2
Concentrate the budget
We prioritised English, retained Polish as the secondary audience and kept the remaining languages as smaller tests.
- 3
Test creative regularly
We ran regular creative tests against the lead-cost target. We set up paid search alongside social in November 2025.
What changed
In January 2026, paid social cost per lead was 21% lower and lead volume 25% higher than in February 2025, with spend broadly unchanged. Cost per lead finished below the agreed target. Source: Mira's July 2026 account review.
Click-through rate increased 38% and reach grew 78% over the same comparison. The improvement followed a rise in cost per lead during the middle of the period.
Paid search began in November 2025 as a separate acquisition channel. We do not treat its recorded Book Now button clicks as verified student enquiries.
Cost per lead
- January 2026 vs February 2025
- -21%
- Spend context
- Essentially flat
Lead volume
- January 2026 vs February 2025
- +25%
- Spend context
- Essentially flat
Click-through rate
- January 2026 vs February 2025
- +38%
- Spend context
- Essentially flat
| Meta metric | January 2026 vs February 2025 | Spend context |
|---|---|---|
| Cost per lead | -21% | Essentially flat |
| Lead volume | +25% | Essentially flat |
| Click-through rate | +38% | Essentially flat |
The Paid Social work.
For brands like yours
This account needed budget decisions at audience level. Concentrating activity gave the team a way to review lead volume and cost together, while keeping smaller language audiences under test.
“We've reached a level of growth and performance we had never been able to achieve before.”
Sean Lavender
Business Director
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