EdTech Startup
How an EdTech Startup 2x’ed Leads & Unlocked €78k Monthly Deal Value
By integrating their CRM with Google Ads for complete funnel transparency, optimizing landing pages with conversion psychology, and implementing a hyper-targeted local search strategy, we transformed scattered campaigns into a unified growth engine — scaling lead volume by 2.3x while maintaining the same cost per acquisition, and turning marketing spend into measurable revenue generation.
See the full case study presented by Niklas, CEO & founder of Radyant
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€78k
monthly deal value unlocked
2.3x
leads in 4 months
0%
increase in CPL
100%
transparency around CAC
Executive Summary
- Scaled from 219 to 510 leads per month in just 4 months
- Maintained the same €29 CPL despite 2.3x budget increase
- Implemented CRM integration & offline conversion tracking
- Consolidated overlapping campaigns for better performance
- Optimized landing pages based on sales psychology
- Deployed our Local Search Strategy across 2,000+ cities
Let’s find out if we are also the right partner for you
Marius Staud
COO @ Radyant
100% free – no obligations
About the case
German B2C EdTech startup with a membership model
This EdTech startup offers a membership-based learning platform targeting private individuals throughout Germany. The business model focuses on selling educational memberships with a strong recurring revenue potential.
Based on a NDA we cannot disclose the name of the company
The problem
Lack of efficiency & transparency
- First successful tests with Google Ads but inefficient setup
- 3 campaigns with strong overlaps causing wasted ad spend
- Not ideal landing page UX and sales psychology
- Inefficient use of broad match keywords
- No state-of-the-art conversion tracking
Our approach
Holistic paid search scaling
- Best-in-class SEA setup across account, tracking & landing pages
- Optimizing for down funnel conversions (QLeads & Deals)
- Consolidating campaigns to improve efficiency
- Mobile-optimized landing pages using click funnel approach
- Location-specific targeting with personalized messaging
The results
Leads doubled in only 4 months with €78k of monthly deal values unlocked
Before – 219 leads at ~€6.41k budget (~€29 CPL)
The initial situation in September 2023 shows the EdTech startup generating 219 leads with a monthly ad spend of €6.41K. With a modest click-through rate of 2.52% and 216K impressions, the campaigns were performing adequately but had significant room for optimization. This starting point established our baseline cost per lead at around €29.
After – 510 leads at ~€14.6k budget (~€29 CPL)
Just four months later in January 2024, we achieved remarkable scaling results. Lead volume increased to 510 monthly leads while maintaining the same cost per lead despite more than doubling the budget to €14.6K. The CTR improved dramatically to 5.77%, indicating our optimized ad strategy was connecting more effectively with the target audience.
Down funnel performance – 58 deals and ~€26k deal value
Our Looker Studio dashboard reveals the complete conversion journey. We generated 155 qualified leads (30.45% qualification rate) and ultimately secured 58 course enrollments. This translated to €26K in initial revenue with a solid CAC of €252. Since this is a membership model, the actual lifetime value is expected to be at least 3x higher than the initial transaction.
Radyant is not your ordinary agency
Compare us with the “classic agency” with which you may have already had bad experiences. Spoiler: We are proud to be different.
| Radyant | Others | |
|---|---|---|
| Exclusive focus on SEA & SEO | ||
| Specialized in startups & scaleups | ||
| Proprietary tools & workflows | ||
| Results-driven approach | ||
| In-house content & landing page creation | ||
| Agile collaboration methods | ||
| Commitment to long-term relationships | ||
| Experience with EU & US markets | ||
| Proactive communication at all times | ||
| Live KPI tracking dashboards | ||
| Daily Slack engagement | ||
| Transparent pricing with no hidden fees |
This is better than most paid audits
Get an expert sparring session on your growth strategy
- Talk to experts who work with startups & scaleups every day
- The strategy call is 100% free and fully customized to your goals
- The worst that can happen is getting a lot of new insights for free
Marius Staud
Chief Operating Officer
Paid growth expert
Jessica Ehrhardt
Senior Strategist
Organic growth expert
We have already supported 50+ startups & scaleups with our expertise
What others say about working with us
We have been working very successfully with Niklas and the team since 2022. Absolute marketing experts. I can recommend them 100%. We got really lucky to hire them for our company!
Maximilian Schroeren
Co-Founder @ Enter
I am extremely enthusiastic about the collaboration with Radyant. You manage our Google Ads and SEO super hands-on, including ad control, funnel & landing page conception & tracking for all marketing channels (incl. offline conversions).
Erika Preschel
Marketing Director @ Enter (06/23–10/24)
The team is fully committed, highly motivated, and does great work. They independently bring very good ideas, and also takes care of high-quality implementation. I can fully recommend working with them!
Alexander Manafi
CEO & Co-Founder @ ToolSense
We’ve been working together for over a year now, and I’m genuinely happy and satisfied with the collaboration. A key learning for me from 2024 is working with specialists and having experts dedicated solely to Google Ads.
Chris Möller
Founder, Mineko
STEFAN PETZINGER
First, I was skeptical as to why we didn't do SEA/SEO (at Enter) in-house. However, the collaboration completely won me over: you are fast, efficient and provide input that we would not have been able to generate internally.
Stefan Petzinger
Marketing Consultant @ Enter, Trade Republic, PlusDental, and others
A very good & professional collaboration that always takes place at eye level. If you want to give your company an SEO & SEA kick, Radyant is 100% perfect for you. We have been working with Niklas & his team for almost a year now and are delighted with the results!
Kjell Klingenberg
Chief Marketing Officer @ Vamo
They always come to a meeting prepared and with countless ideas to level up your marketing strategy. Great and responsive team ready to tackle challenges together.
Carly Ostasiewski
Director of Growth @ adjoe
Radyant was highly recommended to us and we can only confirm this recommendation. The collaboration is a lot of fun and the Radyant team is super friendly and helpful. Radyant responds quickly and competently to questions and requests and always keeps an eye on the performance of the campaign.
Sarah Kinzelmann
Senior Marketing Manager
In an advisory capacity, I brought Radyant on board as a PPC agency for one of my clients and the decision paid off. Progressive PPC management is understood as it should be - beyond the channel itself, i.e. taking into account all facets of digital marketing (tracking, CRO and strategy).
Niklas Kohlgraf
Digital consultant