Frederic Wolny | Native German Media Buyer
Lead generation and thought leadership for the NATURA Academy
That's how I generated 79 leads for Natura Akademie using Meta Ads.
What is the NATURA Akademie?
The Natura Akademie is a state-approved educational institution that offers holistic, scientifically based training and continuing education in naturopathy, complementary medicine, and health sciences. Whether osteopathy, homeopathy, or academic degree programs such as the Bachelor's in Naturopathy and Complementary Medicine or the Master's in Complementary Medicine in Pain Therapy.
Why are Meta Ads so important in the education sector?
Offering a good education program is not enough anymore.
In the past, simply offering a good educational program was often enough. Today, that is no longer nearly enough.
The education market has changed: schools, academies, and educational institutions are now actively competing for attention, trust, and ultimately, enrollment.
The challenge here?
Many potential students aren’t actively looking for a training program or continuing education. They first need to become aware of what’s available—and this is exactly where visibility and speed make all the difference.
Whoever reaches prospective students first has the best chance of winning them over.
And where do people spend most of their free time these days? Exactly: on their smartphones.
That’s why Meta Ads on Facebook and Instagram have become so important in the education sector. They make it possible to reach potential students exactly where they spend their time every day—in an accessible, visual way, without complicated application processes.
What’s more: Good campaigns don’t just sell a training program; they sell prospects, future opportunities, and personal development.
The challenges were huge:
No regular content updates on the channels / No connection between channels
The NATURA Academy has a strong presence on social media and beyond: multiple Facebook pages, Instagram, TikTok, Threads, X, Telegram, WhatsApp Business, LinkedIn...
Of course, it’s difficult to consistently post on all these channels over the long term.
But by linking the website to Blog2Social, we were able to set up an automatic feed to the blog that forwards new posts to most social media channels.
No consistent visual identity
In addition, the design of the posts varied greatly across the individual channels.
By coordinating them and overseeing the process, we were able to standardize the look and feel across all channels.
No conversion tracking installed
There was no conversion tracking on the NATURA Academy website. As a result, it was not possible to run performance-based lead campaigns.
By setting up the Meta Pixel, we were able to launch performance-based lead campaigns.
The results are impressive:
Through a combination of paid social ads, organic social, and email marketing, I was able to achieve the following results with an advertising budget of approximately €15,000 from 2024 to 2025:
Over 79 Leads
Over 4.3 Million Impressions
Approximately 3.41% increase in advertising recall
What are the unique features of Meta Ads in the education sector?
Early planning an setup of the meta campaign
Campaigns in the education sector typically have a deadline—the start date of the training program. Ideally, the campaign should already be up and running by that point.
In practical terms, this means the campaign should be set up at least 6–12 months before the training program’s start date so that everything can be finalized and the campaign has enough time to spend its budget.
Clear tracking | Conversion leads
Campaigns in the education sector are typically lead generation campaigns, as prospective customers usually sign up via a form. To track these form submissions, the Meta pixel must be installed on the website and linked to the cookie banner. To refine tracking, a CRM can also be linked to Meta to track purchases made by leads. However, this capability depends on the specific CRM system.
Informative website
What information do prospective students need to make a decision about continuing education?
This is a question you need to ask yourself before launching a meta-campaign for educational programs.
The answers to these questions should be included on the landing page. They typically cover the schedule, course content, admission requirements, costs, financing options, the degree awarded, and the career prospects and earning potential associated with the program.
Customer feedback:
"We at NATURA approached Frederic, a social media performance marketer, to ask if he could support us in our company’s growth and our marketing and advertising efforts. He agreed, and things got off to a very smooth start. This has been a consistent theme throughout our collaboration: he has a very straightforward, constructive approach that makes communication and our work much easier. I’d also like to say this for others who are interested in his work and services: “You’re truly very competent professionally, you’re reliable—which is also great—and on top of that, you work and communicate independently.” It was a huge help and a real pleasure to us that he actively, alertly, and critically thinks along with us—not just executing tasks, but also providing excellent advice. Thanks to him and his knowledge, we were also spared from making mistakes—based on his understanding of which phrasing we should and shouldn’t use on Meta or other social media channels. So, as I said, we value your professional expertise, your work ethic, and your wonderful personality. I can’t say enough good things about you and highly recommend you—and as I mentioned, we’re very happy to have you on our team. What I can say is: yes, we’ve already seen success, which we can measure in click-through rates and customer inquiries that lead to subsequent deals."
Dr. Michael B. Leisten
Head of NATURA Akademie
