UK Course Ads Expert: The Founder's Vetting Guide

I see this all the time. You've poured your heart, soul, and probably a significant amount of cash into creating a brilliant online course. You know it can change lives, or at least careers. But when it comes to selling it, you're burning through money with a so-called "Facebook ads expert" who gets you a few likes and a tonne of useless traffic, but very few actual students. The frustration is immense, and it feels like you're just throwing money into a black hole.

The truth is, most people running ads don't have a clue how to market high-ticket, information-based products like courses. They treat it like selling a t-shirt or a novelty gadget. It's a completely different ball game, and if your "expert" doesn't understand that, they are going to bankrupt you. This guide is here to stop that from happening. We're going to pull back the curtain on how to find a genuine paid ads strategist in the UK who actually knows how to fill a course cohort.

Why is it so hard to find someone who can actually sell courses with ads?

The core of the problem is that selling a course isn't a simple transaction; it's the beginning of a relationship. Someone is not just giving you £500 or £2,000; they are investing their time, their hopes for a better future, and their trust in you. An e-commerce 'expert' who is used to optimising for 'Add to Cart' for a £30 product just doesn't get the psychology.

A course is a considered purchase. No one wakes up in the morning and thinks, "I'm going to buy a twelve-week course on data analytics today." They wake up with a problem: "My career is stalling," or "I'm terrified of being made redundant," or "I need a skill that will get me a pay rise." Your course is the solution, but there's a huge gap between them feeling the pain and trusting you enough to hand over their credit card details.

A button-pusher focuses on the ad. They'll talk about click-through rates (CTR) and cost per click (CPC). A true strategist focuses on the funnel. They understand that the ad is just the handshake. It's what happens next—the landing page, the value-led webinar, the video sales letter (VSL), the email nurture sequence—that actually makes the sale. Most 'experts' in the UK are just technicians; they know how to use Ads Manager, but they are not marketers. And for course creators, you absolutely need a marketer first, technician second.

I remember one campaign we worked on for a client selling financial trading courses. Their previous agency was getting them cheap clicks, but the sales were non-existent. The agency blamed the audience. We looked at it and realised the problem was the offer. They were trying to sell a £1,500 course from a cold ad. It was never going to work. We switched the stratgey completely, running ads to a free, live workshop that taught one specific, valuable technique. We built trust, demonstrated expertise, and *then* we sold the course to the attendees. The result? We took them from zero sales to over $115,000 in revenue in about six weeks. The ads weren't magically better; the marketing strategy was.

What are the immediate red flags I should look out for?

Spotting the time-wasters from the genuine experts is probably the most important skill you can develop. It'll save you thousands. Here's what to run from, fast.

The ROI Guarantee
This is the biggest red flag of all. If anyone, and I mean anyone, promises you a specific Return On Ad Spend (e.g., "we guarantee a 5x ROAS"), end the conversation immediately. They are either a liar or dangerously incompetent. Paid advertising is a dynamic system of auction, human behaviour, and creative performance. There are zero guarantees. A real professional will talk about benchmark data, their past results with similar clients, and a clear testing methodology to *discover* your profitable ROAS, not promise it upfront.

The "Secret Sauce" or "Hacks"
Be very wary of people who talk about "Facebook algorithm hacks" or a "secret targeting method." The platform is not a video game with cheat codes. Success comes from a deep understanding of your customer, compelling creative that speaks to their pain, a high-converting offer, and a rigorous testing process. There are no shortcuts. People who sell hacks are usually just recycling basic tactics that will be outdated in three months.

A Portfolio of Irrelevant Case Studies
This one is crucial. They show you a case study about how they got a 10x return for a local plumbing company or a Shopify store selling dog beds. That's great for the plumber, but it tells you absolutely nothing about their ability to sell your course. It's like hiring a boat captain to fly a plane. The vehicle is different, the physics are different, the entire journey is different. You must insist on seeing case studies for online courses, coaching programmes, or high-ticket info products. If they can't provide them, they're planning to learn on your dime. It's essential to find someone who knows what they're doing, so take a look at our guide on how you can actually vet ad experts to avoid making a costly mistake.

They Focus Only On In-Platform Metrics
During your first chat, if they only talk about CTR, CPC, and reach, it's a bad sign. A real strategist will be asking you about your business metrics. They'll want to know your average lead-to-sale conversion rate, your student lifetime value (LTV), and your acceptable customer acquisition cost (CAC). They connect the ad spend to your profit and loss, not just to vanity metrics inside Ads Manager.

So, what should I be looking for instead?

Now that you know what to avoid, let's talk about the green flags—the signs that you're talking to a proper professional who can actually help you grow.

They Audit Your Funnel, Not Just Your Ads
In the very first call, a genuine expert's attention will go straight to your sales process. They will ask to see your landing page, your sales page, your email sequences, your checkout. They know that even the world's best ad campaign will fail if it sends traffic to a confusing or unconvincing page. They are looking for conversion blockers. Their first instinct is to fix the leaky bucket before pouring more water into it. This demonstrates they think like a business owner, not just an ad manager.

They Speak in Terms of Strategy and Personas
Instead of generic talk about "targeting," they will ask you deep questions about your ideal student. "What's their biggest fear? What have they already tried that didn't work? What's the 'aha' moment they have when they understand your solution? What podcasts do they listen to? Who do they follow on LinkedIn?" They are trying to build a psychological profile so they can craft a message that resonates deeply, rather than just targeting a broad interest like "online learning."

They Have a Clear Testing Methodology
When you ask them how they'll approach your account, they won't give you a vague answer like "we'll optimise it." They will describe a structured process. For example: "In week one, we'll focus on testing three core audiences against two different creative concepts. In week two, we'll take the winning combination and test three different ad headlines. In week three, we'll start building out our retargeting layers." They have a systematic plan to find what works, which shows they rely on data, not guesswork.

They Can Back Up Their Claims
They don't just say "we get great results." They say, "For a client in the B2B coaching space, we ran a campaign that generated 447% ROAS in the first week by targeting decision-makers on Meta with a case study lead magnet." They are specific. They have screenshots, they have client testimonials, and ideally, they can provide a reference from another UK course creator. This isn't about being difficult; it's about doing your due diligence. If you're looking for an expert, be sure to check out our ultimate guide to hiring a Meta ads expert to help you with your search.

What specific questions should I ask during a consultation?

The initial consultation is your interview. Don't let them just run through a sales pitch. Take control and ask probing questions that reveal their true level of expertise. Here are a few you should absolutely ask:

1. "Walk me through the most successful course campaign you've managed. What was the exact funnel from ad to sale?"
This question forces them to move beyond theory. A good answer will be detailed: "We used a video ad on Instagram Stories to drive traffic to a webinar registration page. The webinar was a 45-minute value-packed session. After the webinar, we had a 5-day email sequence with a special offer. We retargeted webinar non-attendees with a replay link, and attendees who didn't buy with testimonials." A bad answer is vague: "We ran traffic ads to their sales page and got a good return."

2. "My last campaign had a high click-through rate but almost no sales. What are the first three things you would investigate?"
This is a diagnostic test. A poor 'expert' will immediately blame the ad targeting. A great strategist will say: "First, I'd analyse the 'scent' between the ad and the landing page. Does the promise in the ad match the headline on the page? Second, I'd read every word of the landing page copy—is it compelling, does it handle objections, is the call-to-action clear? Third, I'd look at the page load speed and user experience, especially on mobile. Only after checking those would I even begin to question the audience." If your ads aren't performing, it's often an issue with the funnel. Check our guide on how to fix Meta ads that are not working for a detailed troubleshooting guide.

3. "My course is for [e.g., corporate middle managers]. Beyond Meta, what other platforms should we consider and why?"
This tests their wider knowledge. For a B2B course, a sharp answer would be: "We should absolutely be testing LinkedIn Ads. The targeting is unmatched for job titles and company size, but the costs are higher. We could run lead gen form ads for an ebook and nurture them via email. We might also test Google Search ads for high-intent keywords like 'management training courses', as that will capture people actively looking for a solution." If they only know Facebook, they are a one-trick pony. The best platform depends on your audience, for more info read our guide on Google Ads vs LinkedIn Ads for UK online courses.

I've detailed my main recommendations for you below:

How much should I budget for ads and fees in the UK?

This is the million-dollar question, or hopefully, the few-thousand-pound question. There are two costs to consider: the ad spend you pay directly to Meta, and the fee you pay your expert.

For ad spend, I usually recommend a minimum of £1,500 - £3,000 per month for a serious course creator in the UK. Why? Anything less and you're not gathering data fast enough. You need enough budget to test multiple audiences and creatives and let the algorithm learn who your ideal student is. With £50 a day, you can get meaningful feedback within a couple of weeks. With £10 a day, you'll be waiting months.

For management fees, you'll find a huge range. In the UK, you might see freelancers charging as little as £300/month and agencies charging £3,000/month or more. You absolutely get what you pay for. The person charging £300 is likely a junior technician juggling 20 clients. They will not have the time or expertise to think strategically about your business. The agency charging £3,000 should be providing a dedicated strategist, a copywriter, and a designer. A good solo consultant or small agency will likely fall somewhere between £1,000 - £2,500 per month. This price point allows them to dedicate serious time to your account, think deeply about your strategy, and be a true partner in your growth. Don't be penny-wise and pound-foolish here; a cheap manager who wastes your ad spend is far more expensive than a great manager who delivers a return. Find out more about the real cost of Facebook ads in the UK in our guide.

Below is a simple calculator to help you model out some potential scenarios. It's not a crystal ball, but it will help you understand the relationship between ad spend, course price, and the conversion rates you need to hit to be profitable.

Where do I go from here?

Finding the right person to manage your paid advertising is one of the most important hires you'll make as a course creator. It's not about finding the cheapest option, or the one with the flashiest sales pitch. It's about finding a strategic partner who understands the unique challenge of selling education and transformation online. They need to be a marketer first, a data analyst second, and an ad platform technician third—in that order.

Use the framework in this guide. Be ruthless in your vetting process. Ask the tough questions. Insist on seeing relevant, UK-based case studies. Trust your gut, but verify with data and evidence. The difference between the right and wrong partner is not just a few wasted quid on ad spend; it's the difference between a thriving educational business and a very expensive hobby.

This whole process can be daunting, I get it. If you're a course creator in the UK and you'd rather just talk to a specialist who lives and breathes this stuff, then that's what we're here for. We offer a completely free, no-obligation strategy consultation where we can look at your course, your funnel, and your ad account, and give you a brutally honest assessment of what's going wrong and how to fix it. There's no hard sell. Just clear, actionable advice from the trenches.

Hope that helps!