generating new learners

Find out how digital marketing can help you attract new learners.

Digital marketing gives businesses of all sizes the opportunity to tell a vast amount of people about their services in a cost-effective, powerful way. 

As a driving instructor or owner of a multi-car driving school, finding new potential students is often a top priority. In order to keep your diary full you must have a reliable source of new learner leads, and finding the time to do this in between actually teaching or running your school can sometimes seem impossible.

Fortunately, digital marketing opens the door to a world of lead generation possibilities. It enables you, for little up-front capital cost,  to create campaigns and strategies that generate new student enquiries consistently so you can focus on the things that matter most.

what is lead generation?

Lead generation, as the name suggests, is a form of digital marketing that focuses on generating new enquiries for your business. It can take it’s form across many channels such as:

  • PPC (pay-per-click) advertising
  • Email marketing
  • SEO

Understanding which channel to use to attract new learners to your driving school, and when to use it, is the key to successful lead generation campaigns.

ppc advertising

PPC advertising is the process in which a business pays a fee each time one of their adverts is clicked or viewed, and is arguably the most effective and efficient way of implementing a lead generation campaign. It is a way for businesses to show their adverts to people based on a series of targeted parameters, and generate great quality traffic through to their website in the hope that they will convert.

There are many different types of PPC advertising, however the two most popular are:

Search engine PPC

Search engine PPC is one of the most popular forms of PPC advertising. It allows businesses to bid on ad placements within a search engines results page when someone searches for a related keyword or search term, pushing them to the top of the results page and therefore increasing the likelihood they click through to the website.

For example, if someone searched for “driving lessons York” in Google,  they might see your driving school right at the top of the page as a promoted entry. You can tell which are the promoted entries by the little “Ad” symbol on the left hand side.

Every time that ad is clicked, you are charged a small fee. For successful campaigns this fee is trivial, the click might cost you 60p but the learner may then go on to book £500 worth of lessons. A fantastic return on investment for any business.

Google AdWords is the most common of the search engine PPC advertising platforms, due to the fact that Google is by far the most popular search engine used, and is what we use here at aim for the majority of our lead generation campaigns for clients.

Social media PPC

Social media PPC works in a very similar way to search engine PPC advertising, with a few key differences. Social media PPC is done through the social media platforms such as Facebook, Instagram and Twitter and the majority of platforms (barring Pinterest) use interest and demographical based targeting as apposed to keyword targeting.

What this means for your driving school is you can create an advert and target everyone in a certain area based on some key interest and demographical information such as age, gender and interests.

The majority of social media advertising also lets you explore your more creative side, giving you the opportunity to add a picture or video to grab the learners attention.

As a social media network is exactly that, PPC advertising through this channel offers you the opportunity to generate organic enquries that you don’t pay for. People commenting or replying on your ad, people in-boxing your page, and people finding your contact details after seeing an ad are all ways a learner can enquire without clicking on your ad and are therefore classed as free.

email marketing

It’s often thought that email marketing is dead, in fact, the opposite is true.

Email marketing was one of the first forms of digital marketing and presented a new opportunity for businesses to generate leads and enquiries. As such, email marketing became saturated with the average user getting 10’s of emails every day and often just deleting them through annoyance than reading them. Due to this, many businesses stopped their email marketing efforts, meaning less daily emails received by consumers therefore increasing the effectiveness of the ones they do get.

There are two types of email marketing that you could use to attract new learners to your driving school:

  • Cold Traffic – If you are lucky enough to get a database of potential learners, a cold traffic email marketing campaign is a great way to communicate your prices and offers.
  • Re-engagement – Perhaps someone has left an enquiry on your website but you’ve had no contact with them. Maybe you’ve already taught someone to drive and want to sell them additional services such as Pass Plus. Re-engagement email marketing campaigns are the perfect solution to this situation.

As of this year, there are new laws that have been put in place to protect consumers against businesses using their personal details to send unsolicited marketing material, this is called GDPR. If you are thinking about carrying out an email marketing campaigns, first make sure you are above board legally.


SEO, or Search Engine Optimisation to give it it’s full name, is the process of generating traffic to your driving school website, organically, by improving rankings in the search engines.

SEO is quite complex, so to fully understand it fully head over to our blog post and read all about it.

what we do

Having generated over 100,000 new learners for over 150 instructors across the UK, it’s safe to say we know a thing or two about lead generation for driving instructors.

Using a combination of Google AdWords and Facebook PPC, we can generate your driving school new learner enquiries quickly and efficiently, and provide you with a fantastic return on investment.

If you want to have a chat with us about driving instructor lead generation and what it can do for your driving school, why not get in touch.