Project · Italian Teacher
+94%
conversion rate, by changing only the landing page
Why the cost per lead won't come down inside Google Ads
When a campaign costs too much, the first thing people change is the campaign: keywords, bids, ad copy. In this case the problem wasn't in any of those three places.
«Davide did an outstanding job building my website and a fantastic landing page. He also guided me as my business grew.»
Where we started
Italian Teacher sells private online Italian lessons to foreign students, in two separate markets: Dutch speakers and English speakers. The Google Ads campaigns had been running for a long time on very specific searches, the kind made by people already looking for a teacher, not an app.
Paid traffic landed on the site’s homepage. A homepage does a homepage’s job: it introduces the teacher, the levels, the blog, the languages. Someone looking for Italian lessons in Dutch reads an ad about exactly that and clicks. They land on a page that talks about a dozen things, where the form to book a trial lesson sits further down, after their attention has already run out.
What we changed
In February 2026 the campaign started sending people to a page built around that campaign: the ad’s promise repeated in the headline, one single thing to do, the form at the top, and below it only what people need to decide.
Nothing sophisticated. The point wasn’t the design: it was that visitors found exactly what they had just clicked on.
Comparing the two full six-month periods, the one before the redesign and the one after, the campaign’s conversion rate goes from 1.03% to 2.00% on almost identical spend. The quarter in between contains both the before and the after, so we left it out of the comparison.
Part two: building an engine you don’t pay for per click
A campaign that converts better is an improvement that lasts as long as you keep paying. Alongside it we worked on organic search, with a clear goal: reduce the share of leads that depends on the ad budget.
Organic traffic in the four months from April to July 2026 is 2.5 times that of the previous four months, and the site’s average position goes from 20.6 to 10.9. The site moves off the second page.
This is the part of the work that takes longest to show results, and that’s why we keep it separate in our reports: ads answer for what happens this month, organic search for what happens six months from now.
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