city football

City Football Language

City Football Language is an inspiring 2-week football and English course for young players aged 9-17, taking place in the heart of Manchester City’s training grounds at the City Football Academy.

  • 000% Reduction in CPC
  • 000% Ahead of Cost Per Conversion Target


City Football Language School (CFLS) and City Football Performance Program (CFPP), in association with Experience English and Manchester City Football Club, had the aim of increasing direct, online registrations for their respective courses – both taking place at the City Football Academy, the home of Manchester City. The CFLS course focuses on both football training and English language study for junior players aged 9-17, with CFPP focusing on an elite football training course for students aged 12-17.

The objective was to utilize paid search, social and display campaigns to engage with the parents of these audiences, as well as engage with the juniors themselves, focusing on international markets, and ad messaging in both English and foreign language.


Following thorough strategic research, with the aim of understanding user behaviour and audience demographics, targeted AdWords campaigns were built to capture the relevant audience, as well as a YouTube campaign to engage with the younger audience specifically, and a Facebook lead generation campaign to drive enquiries.

This was followed by a remarketing campaign which was able to successfully re-engage with people who had previously visited the site/s yet not enquired/booked, supported by a similar audience campaign to engage with a new audience that were similar to site visitors that had converted.


Having worked with City Football since March 2017, we have achieved the following:

  • 400% reduction in average CPC (AdWords Only)
  • Cost per conversion is 223% ahead of target
  • Have hit enquiry targets with 3 weeks remaining

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