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Academia Lumen
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Case study · Academies & training · 2026

Plenty signed up,
few enrolled

Academia Lumen prepares students for English exams and public-sector entrance tests. Every September it received hundreds of enquiries and filled half its places: weeks were lost between form and payment, and nobody followed up.

+57% Enquiries becoming enrolments
-44% Cost per lead vs Google
100% Places filled in the last intake
Teacher leading a small English class of six adult students around a table in a bright classroom — Academia Lumen, Salamanca

“They sign up and then don't enrol. Education clicks cost a fortune and they take months to decide.”

Elena Prado, director · before we started
The challenge

Seasonality, expensive clicks and a hole in the funnel

The academy poured its whole budget into Google in August, when education clicks are at their yearly peak. Anyone who enquired got a single email; anyone who did not pay within two weeks vanished until the next intake.

  • —Very high cost per lead from competing only on Google in season
  • —One email after the enquiry, with no deadline reminders
  • —A months-long decision cycle with no contact in between
Close-up of a hand ticking items on a study plan calendar pinned to a wall — Academia Lumen, Salamanca
Close-up of a stack of study notebooks and a pen on a wooden desk — Academia Lumen, Salamanca
academialumen Follow Message
524 posts 13.9K followers 287 following
Academia Lumen · Languages and exam prep B2, C1 and public-exam prep in groups of eight. Central Salamanca · In person and online January intake: places ↓ #lumensalamanca
Student studying alone at a library desk with notes and a laptop — Academia Lumen, Salamanca
Cambridge
Small group of adult students celebrating exam results together in a classroom — Academia Lumen, Salamanca
Exam prep
Teacher writing on a whiteboard while explaining to the class — Academia Lumen, Salamanca
Classrooms
Close-up of a hand ticking items on a study plan calendar pinned to a wall — Academia Lumen, Salamanca
Results
Two students practising a conversation in pairs at a classroom table — Academia Lumen, Salamanca
Places
Posts Reels Tagged
Teacher leading a small English class of six adult students around a table in a bright classroom — Academia Lumen, Salamanca
Student studying alone at a library desk with notes and a laptop — Academia Lumen, Salamanca
Small group of adult students celebrating exam results together in a classroom — Academia Lumen, Salamanca
Teacher writing on a whiteboard while explaining to the class — Academia Lumen, Salamanca
Close-up of a hand ticking items on a study plan calendar pinned to a wall — Academia Lumen, Salamanca
Two students practising a conversation in pairs at a classroom table — Academia Lumen, Salamanca
Academy reception desk with a staff member helping a prospective student — Academia Lumen, Salamanca
Empty modern classroom with rows of desks and a large window onto a Salamanca street — Academia Lumen, Salamanca
Group photo of a class of ten adult students with their teacher in the academy courtyard — Academia Lumen, Salamanca

Posts that filled places

Long tail and intake campaigns
academialumen
Student studying alone at a library desk with notes and a laptop — Academia Lumen, Salamanca
2,640 likes

academialumen You don't fail the C1 on grammar: you fail it on speaking. Twelve minutes of exam that are prepared in class, not in an app.

#c1advanced #cambridge #englishsalamanca #academialumen

academialumen
Teacher writing on a whiteboard while explaining to the class — Academia Lumen, Salamanca
1,870 likes

academialumen Six places left for the January intake. Groups of eight, because past nine the teacher stops correcting you specifically.

#intake #limitedplaces #exampep #lumensalamanca

academialumen
Academy reception desk with a staff member helping a prospective student — Academia Lumen, Salamanca
3,520 likes

academialumen Aitana passed her public exam on the second attempt studying 4 hours a day, not 10. This is the weekly plan she followed, hour by hour.

#exampep #studyplan #passed #academialumen

Carousel · How long a C1 really takes

3 slides · saves x19
Small group of adult students celebrating exam results together in a classroom — Academia Lumen, Salamanca 1/3
Hook — the ‘C1 in three months’ promise all over the internet.
Close-up of a hand ticking items on a study plan calendar pinned to a wall — Academia Lumen, Salamanca 2/3
Problem — real study hours versus the ones the ads sell.
Empty modern classroom with rows of desks and a large window onto a Salamanca street — Academia Lumen, Salamanca 3/3
Close — the honest calendar based on your starting level.
What we did

Fill the intake and close the enrolment

Student studying alone at a library desk with notes and a laptop — Academia Lumen, Salamanca

Intake campaigns

Google and Meta triggered by date, with a places landing page, a countdown and the price visible from the ad.
Two students practising a conversation in pairs at a classroom table — Academia Lumen, Salamanca

Email automations

An enquiry-to-enrolment sequence with deadline reminders, objection handling and WhatsApp contact.
Group photo of a class of ten adult students with their teacher in the academy courtyard — Academia Lumen, Salamanca

Long-tail SEO blog

Articles by course and career outcome bringing traffic all year at a fraction of Google's cost.

Each problem, its fix

From brief to result
Teacher writing on a whiteboard while explaining to the class — Academia Lumen, Salamanca
Drop-off Enquiry → enrolment sequence Five emails with deadlines, a study plan and testimonials; 57% more enquirers end up paying.
Academy reception desk with a staff member helping a prospective student — Academia Lumen, Salamanca
Expensive clicks Long tail + Meta Cheaper prospecting on Meta and organic traffic per course; cost per lead fell 44%.
Small group of adult students celebrating exam results together in a classroom — Academia Lumen, Salamanca
Long decisions Nurturing to the next intake Anyone who does not enrol keeps receiving value and retargeting until the following intake.
Academy reception desk with a staff member helping a prospective student — Academia Lumen, Salamanca
Empty modern classroom with rows of desks and a large window onto a Salamanca street — Academia Lumen, Salamanca
Behind the academy

Six classrooms, groups of eight
and an intake that no longer empties

Elena founded Lumen in 2011 with one classroom and twelve students. Today the academy fills its January places before December begins, and 57% more enquiries end in a paid enrolment.

8Students per group
91%Cambridge pass rate
Long-tail SEO blog

What people search before enrolling

Articles by course, level and career outcome that bring students all year, not only in September.

01 — How long moving from B2 to C1 really takes 02 — Secondary teaching exams: syllabus, deadlines and weekly hours 03 — In-person academy or online course: when each one pays off
Two students practising a conversation in pairs at a classroom table — Academia Lumen, Salamanca
Students

What they say when they pass

Group photo of a class of ten adult students with their teacher in the academy courtyard — Academia Lumen, Salamanca

“I enquired in July, hesitated, and their emails convinced me in September.”

Aitana · Public exams

“Found their article on C1 speaking and ended up enrolling.”

Sergio · C1 Advanced

“They reminded me of the deadline two days before. I'd have lost my place.”

Lucía · B2 First
Frequently asked

What other academies ask

How do I turn enquiries into paid enrolments?

With an automatic enquiry-to-enrolment sequence: deadline reminders, answers to the usual objections, student testimonials and WhatsApp contact when time is short. At Lumen 57% more enquirers end up paying.

Where can I advertise courses more cheaply than Google?

On Meta for prospecting and in organic long-tail content by course and career outcome, keeping Google for the highest-intent searches. That mix cut the academy's cost per lead by 44%.

When should an academy launch its intake campaign?

Before the expensive season starts: the intake campaign triggers by date with a places landing page and a countdown, while the blog and nurturing keep contact alive across the whole decision cycle.

Teacher leading a small English class of six adult students around a table in a bright classroom — Academia Lumen, Salamanca
Run an academy?

Fill your places, intake after intake

Intake campaigns, a places landing page and nurturing all the way to enrolment. No agency, no lock-in. This is how we work with academies and training.

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