From 50 to 500+ instructors with dual-engine lead generation
Six years of paid media managing both sides of a two-sided marketplace: recruiting driving instructors UK-wide and generating the learner leads that keep them busy, while cutting cost per lead by 50% as the business grew tenfold.
The Results
Six years of compounding, data-driven growth
Client Overview
A UK-Wide Driving School With a Two-Sided Marketplace
My Four Wheels is a national driving school that trains and recruits driving instructors across the UK, then supports those instructors by supplying them with a steady stream of learner driver leads. It is a two-sided business: growth depends on recruiting more instructors, and retention depends on keeping every one of those instructors busy with learners in their local area.
KSS Media runs both sides of that acquisition engine, managing instructor recruitment and the learner lead generation in parallel. The two are tightly linked: recruit too many instructors without enough learner demand and franchisees sit idle; generate learner leads in areas with no instructor coverage and those leads go to waste. Balancing supply and demand, region by region, postcode by postcode has been central to success throughout and involved a complex bespoke ads management solution utilising the latest AI models, bespoke Python and Google scripts and daily management tasks.
Over the course of the partnership, the instructor network has grown from around 50 instructors to more than 500 nationwide, while the cost of acquiring both instructors and learners has fallen by over 50%.
The Challenge
Balancing supply and demand across the whole country
Running lead generation for a two-sided marketplace means two very different audiences, two different funnels, and the constant need to keep them in step with each other, all while driving down acquisition costs as volume scaled.
Two Audiences, One Balance
Instructor recruitment and learner acquisition are completely different campaigns with different intent, messaging, and economics. Both had to be grown together so that instructor capacity and learner demand were in balance region by region.
Geographic Coverage
As a UK-wide business, demand had to be generated in the right places. Learner leads only have value where there is an instructor to take them, and new instructors are only worth recruiting where there is learner demand to keep them busy.
Driving Down Cost at Scale
Scaling spend usually pushes acquisition costs up. The challenge was to grow the instructor network tenfold while making each lead cheaper, not more expensive, protecting franchise economics as volume increased.
Measuring What Mattered
With two funnels feeding one business, clean measurement was essential. Decisions needed to be based on genuine cost per lead and downstream value, not surface-level platform metrics.
Our Approach
A complex multi-service solution
We built and managed parallel paid media campaigns for instructor recruitment and learner acquisition, underpinned by a single, clean analytics foundation and the landing pages and dashboards needed to keep improving both over six years.
Instructor Recruitment Campaigns
Ongoing Google Ads campaigns targeting people looking to train or work as driving instructors, refined continuously to recruit at scale and grow the network UK-wide.
Learner Lead Generation
Parallel paid media generating learner driver enquiries, managed geographically so that demand was created where instructors had capacity, keeping instructors busy and protecting retention.
Landing Page Consultancy
Advised on landing pages strategy behind both funnels, improving conversion rates so that the same ad spend produced more instructor applications and more learner enquiries.
GTM & GA4 Implementation
Built and maintained the tracking through Google Tag Manager and GA4, capturing the right conversion events across both funnels so bidding and budget decisions were based on accurate data.
Bespoke Marketing Dashboards
Created custom marketing dashboards giving the business a clear, real-time view of cost per lead and performance across recruitment and learner acquisition side by side.
Continuous Optimisation
Six years of ongoing testing, refinement, and cost control, steadily driving cost per lead down by 50% even as overall volume grew tenfold.
The Outcome
A network grown tenfold, at half the cost per lead
By managing both sides of the marketplace in step and grounding every decision in clean data, we helped My Four Wheels scale its instructor network while making each lead cheaper to acquire, year after year.
10x
Network Growth
The instructor network grew from around 50 to more than 500 driving instructors across the UK over the six-year partnership.
50%
Lower Cost Per Lead
Cost per lead cut in half across the period, making both instructor recruitment and learner acquisition more efficient as volume scaled.
Both
Sides Managed
Recruitment and learner lead generation run in parallel and kept in balance, so instructor capacity and learner demand grew together.
6 Yrs
Trusted Partnership
Six years of continuous account management, optimisation, and analytics, growing alongside the business.
Services Delivered
What We Did for My Four Wheels
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