Solved: Low Lead Conversion Rate from Google Ads for Bootcamp

Hi there,

Thanks for reaching out. Happy to give you some initial thoughts and guidance based on what you've shared about your coding bootcamp campaigns and teh issues you're seeing with lead form conversions.

The situation you've described – getting clicks but almost no lead form submissions, leading to really high cost per lead – is unfortunately pretty common, especially when you're selling something that's a significant commitment like a career change bootcamp. You're definitely right to focus on that extremely low 1% conversion rate after the click. To be brutally honest, that's the biggest red flag and the most likely culprit for your high costs.

Think about it like this: you're paying good money to get someone from Google search results to your website. They clicked because your ad copy and the keywords they searched for suggested you might have what they're looking for. So there's *some* level of interest there. But then they hit your page and... almost immediately decide it's not worth giving you their details or learning more. That drop-off is happening right there on the landing page, which means whatever they're seeing or being asked to do on that page isn't compelling enough to take the next step.

Based on what I've seen with clients running campaigns for B2B SaaS (which, in terms of sales cycle length and commitment, bootcamps have some similarities to) or other higher-ticket services, a conversion rate that low after the click points overwhelmingly to the website or the offer itself being the primary issue. The ads got the click, but the page failed to convert the visitor into a lead. It's not impossible that some targeting is off, pulling in people looking for free stuff, but a 1% rate suggests a fundamental problem with the landing page experience or the value proposition presented there.

We'll need to look at traffic quality and your website...

Let's start with the landing page itself, as that's where the most impactful changes usually happen when conversions are this low. You mentioned it explains what the bootcamp is, but for something as expensive and life-changing as a coding bootcamp, explaining it isn't enough. You need to actively *sell* the next step.

Consider the offer you're making on that page. You're asking people to fill out a lead form. What do they get in return for giving you their personal information? Is it just "more information"? For a high-ticket item, that's often not a strong enough incentive. People are wary of sales calls or getting spammed. They need something genuinely valuable upfront with less commitment.

Think about what would make someone searching for a bootcamp comfortable taking a small step. Could you offer a free mini-course covering some basic concepts? A trial of the first module? A really in-depth guide on "How to change careers with a coding bootcamp in 6 months" or "The job market for bootcamp grads"? This is similar to what we see with SaaS companies – a completely free trial to use the software usually works miles better than just offering a demo call request. It lets the potential customer experience some value immediately without feeling pressured. For a bootcamp, giving them a taste of the learning experience or some high-value, instantly downloadable content can significantly increase form submissions.

Next, the copy on that landing page is absolutely critical. Does it immediately speak to the visitor's desires, fears, and aspirations? Are they searching because they're unhappy in their current job? Want more income? Dream of a new career? Your copy needs to grab them within seconds and make a compelling case for why *your* bootcamp is the answer to their problems. It shouldn't just explain features; it needs to highlight benefits. What specific outcomes can they expect? Better job prospects? Higher salary? More fulfilling work? The language needs to be persuasive, clear, and directly address the motivations of someone considering a major career change. This is why, for many clients, especially in competitive spaces like SaaS or high-value services, we often bring in a copywriter who specialises in writing conversion-focused landing page text. It's a skillset that can make a huge difference to conversion rates.

Finally, there's the element of trust. People are understandably hesitant to spend thousands on a bootcamp, or even just give their contact information, if they don't feel the company is legitimate and trustworthy. Does your website look professional? Is it easy to navigate? Are there clear signs of social proof? Testimonials from past students are essential – preferably with names, photos, and maybe even links to their LinkedIn profiles if possible. Showcasing student success stories, including where they are working now, is incredibly powerful for a career-focused product like yours. Do you have trust badges, links to social media profiles (show activity and engagement)? Clear contact information? The more you can do to build credibility and reduce perceived risk, the more likely someone is to feel comfortable filling out your form.

I'd say you need to give it more time...

While the landing page is priority number one, you should also revisit your targeting and keywords. You mentioned targeting terms like "learn to code online". While some people searching this might be bootcamp candidates, many are likely just looking for free tutorials, basic introductions, or hobbyist content on platforms like YouTube, Codecademy, or free courses. If your ads are showing for these broad terms, you *are* going to get lower quality clicks that don't convert, no matter how good your page is.

You might get better results by focusing on keywords that show higher intent to enrol in a structured program, perhaps even paid ones. Think about people searching for "coding bootcamp reviews", "best Python bootcamp", "career change coding program", "[Your City/Online] coding bootcamp". These phrases indicate someone is further down the research path and is actively evaluating options like yours. You could also explore slightly less direct but still relevant terms related to career change or specific programming job roles if your bootcamp specialises in those.

Also, double-check how your Google Ads campaign is set up to optimise. You said you're getting clicks. Is the campaign specifically optimised for "Lead Form Submissions" as the conversion goal? Or is it still optimising for clicks or even just landing page views? If it's not optimising for the actual lead form submission, the system isn't prioritising showing your ad to people it predicts are most likely to complete that specific action. Ensuring the campaign is correctly optimised for the conversion you want is fundamental. Without that, Google is just trying to get you clicks cheaply, regardless of their quality for conversion.

Lastly, dive into your website analytics (like Google Analytics or whatever platform you use). Look at user behaviour specifically on your landing page. Where are people clicking? Where are they leaving the page? Is there a particular section they scroll to and then drop off? Is the form itself complicated or asking too many questions? Heatmaps or session recordings can be incredibly insightful here. This data can give you clues about specific elements on the page that might be confusing or off-putting visitors.

Overall, you're in a tough but not impossible space. Bootcamps are high-ticket B2C or B2B (depending on funding/audience) and require a lot of trust and a compelling value proposition. The low conversion rate is definitely the first thing to fix. Start with the landing page offer, copy, and trust factors, then refine your targeting based on who is actually clicking and where they are dropping off. Make sure your campaign is optimising for the right thing.

Here's a quick overview of where I'd focus your efforts first:

Taking these steps systematically should help you diagnose why people are clicking but not converting and drastically improve your lead form conversion rate, which will in turn lower your cost per lead. It's a process of testing and refining, but focusing on the landing page and offer first is almost always the right move with such a low conversion rate.

Getting campaigns for high-ticket services like this right can be tricky. It often requires careful analysis of user behaviour, skilled copywriting, and structuring offers that bridge the gap between initial interest and a significant commitment. We've helped various SaaS and service businesses navigate similar challenges, working to improve their funnels and targeting to bring down acquisition costs and scale effectively. For instance, we've seen conversion rates improve dramatically by shifting from asking for a demo straight away to offering a free trial or a valuable resource first. And getting the right targeting on platforms like Google Search Ads for people actively looking for a solution is crucial.

Navigating all these elements – from website conversion rate optimisation and crafting compelling offers to granular keyword strategy and campaign structure – can be quite complex, especially when you're running a small startup. Sometimes an outside perspective with experience in these specific types of funnels can spot things you might miss or suggest strategies that have worked well in similar situations. If you'd like to dive deeper into your specific setup, the website, and your goals, I'd be happy to set up a time for a free consultation. It's a chance to review everything in more detail and see how you could get things converting better.

Regards,
Team @ Lukas Holschuh