EdTech: £8.5M Revenue from £3.5M Ad Spend

A multi-year engagement across three EdTech brands, building the attribution infrastructure that made every pound of spend traceable to revenue — during a period of massive AI disruption and tightening UK regulation.

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The Challenge

Three related EdTech brands were spending heavily on paid advertising but had:

• No revenue attribution — money was going out, leads were coming in, but nobody could connect spend to actual enrolments
• AI disruption reshaping the entire tutoring and education market
• Tightening UK regulations on agency and marketplace operations
• Two separate acquisition pipelines needed: brand-to-student and brand-to-tutor

The fundamental question — "which campaigns actually produce paying students?" — couldn't be answered.

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What I Built

End-to-End Attribution

Built the complete ROAS tracking infrastructure from scratch. For the first time, the business could trace a paying student back to the specific campaign, keyword, and creative that brought them in.

Dual-Pipeline Lead Generation

Designed and scaled two distinct acquisition funnels — one for students seeking tutors, one for tutors joining the platform. Each pipeline had its own qualification criteria, CRM workflows, and conversion optimisation strategy.

Cross-Channel Paid Strategy

Managed Google Ads, LinkedIn, and Meta campaigns across all three brands. Built cross-channel strategies where platforms complemented each other rather than competing for the same audience.

CRM & Qualification Architecture

Structured HubSpot to handle three brands, two pipeline types, and complex lifecycle stages. Lead scoring and routing ensured the right leads reached the right teams.

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The Results

• £8.5M+ attributed revenue generated
• £3.5M+ ad spend managed with full attribution
• 100K+ MQLs generated across all brands
• +140% MQL volume increase — 11K to 27K annually
• Brand-to-tutor pipeline built from zero
• Navigated AI disruption without revenue decline

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The Hard Part

This wasn't a stable market with predictable unit economics. AI tools were actively disrupting the tutoring model, and UK regulations were changing what EdTech platforms could and couldn't do. Every quarter required strategic pivots — the campaigns that worked in Q1 might be irrelevant by Q3.

The attribution infrastructure was what made rapid adaptation possible. Because we could see exactly what was working in near real-time, we could shift spend to what worked and kill what didn't — without waiting for quarterly reviews.

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Ready to Build Revenue Attribution?

Book a free consultation → and let's talk about making your ad spend measurable.

Or email directly: tim@hiretimothysolomon.com