Plunge Language's Story: How we got 8xReturn on Ad Spent in an oversaturated market.
How it all started
Most small schools face the same problem when they try to grow:
They have a great product, passionate teachers, and happy students — but almost no one knows they exist.​
They are competing with big brands, who dominate Google and social media with massive budgets, and with freelance teachers offering one-on-one lessons for half the price.
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So when they try to run ads, the results often look like this:
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Low click-through rates because the offer sounds too similar to everyone else’s.
People sign up for trial lessons but do not convert because they do not see a clear difference.
Ads attract the wrong audience — bargain hunters instead of serious learners.
That is exactly where Plunge Languages was when we started working together: a new language school in Zug that needed to prove its value fast in one of the most competitive markets in Switzerland.
Goals
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Get new students for group courses with Facebook & Instagram ads
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Build an audience for future campaigns
What we did
1. Deep Market Research
We spoke to expats living in Switzerland and studied online discussions about learning German to understand the exact students' needs and identify the gaps in competitors' offers.
2. Offer Positioning
We re​fined the offer to focus on what was most important to the students. We adjusted the website text and refined the messaging around it.
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3. Meta Ads
We created story-based videos and simple carousels testing different emotional ad angles and tested two different funnels to attract new students.​
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Results (in 6 weeks)
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8× Return on Ad Spend (ROAS).
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Strong engagement from cold audiences.
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New students enrolled in group classes.
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Offer and message now fully validated and ready to scale.
Even in a crowded market, small schools can win — if they speak directly to what students actually feel and want.
Plunge’s success came from understanding its audience, simplifying the message, and showing real-life value instead of textbook promises.
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Want results like this for your business? Book a free strategy call below.
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