When it comes to promoting individual courses through paid social campaigns, copywriting can make or break your results. With tight budgets, shifting enrolment priorities, and short-term targets, every word counts.
At Enrolify, we’ve helped education providers across the UK craft high-performing, course-specific ads that cut through the noise and drive real student enquiries. Here are our top five copywriting tips to help you do the same.
1. Speak directly to the student’s “why”
Before writing a single line of copy, ask: why would someone choose this course?
It might be to start a new career, gain a promotion, or explore a passion. The best-performing ads speak directly to that motivation.
Example:
❌ “Apply now for our Level 3 Plumbing Course”
✅ “Build a hands-on career that’s always in demand — train as a qualified plumber with our Level 3 course.”
By tapping into the why, you instantly make your ad more relatable and conversion-focused.
2. Keep your message laser-focused
Each ad should promote one course, one message, and one call-to-action. Trying to cover too much confuses the reader and weakens engagement.
A strong ad has:
- A clear headline (course name + benefit)
- A short, impactful description (what they’ll gain)
- A single CTA (e.g., “Apply Now” or “Learn More”)
Pro tip: Avoid using internal jargon or course codes — focus on what matters to the audience, not the admin system.
3. Use proof and personality
Social proof builds trust. If you’ve got student success stories, employer partnerships, or results — use them. Even a short quote or stat can lift click-through rates dramatically.
Example:
“95% of graduates secured work or further study within 6 months.”
Combine that credibility with an approachable, human tone. Education is personal — your ads should feel that way too.
4. Match tone to platform
The same course can be written differently depending on where the ad appears:
- Facebook / Instagram: Conversational and aspirational — think “scroll-stopping” and friendly.
- LinkedIn: Professional and career-driven — focus on outcomes, industry relevance, and skills.
- TikTok: Hook them fast — short, dynamic, and emotionally engaging.
Adapting your tone to the platform ensures your message resonates wherever your audience is spending time.
5. Prioritise clarity over creativity
While clever wordplay can be tempting, clarity wins every time — especially for parents, career changers, and international students.
Example:
❌ “Shape your future in style.”
✅ “Kickstart your career in Hair & Beauty with real salon experience.”
Your goal isn’t to impress — it’s to inform, inspire, and drive action.
Final Thought
Course-specific campaigns give education providers the chance to reach exactly the right audience at the right moment — but only if the message connects.
Keep it clear, human, and benefit-led, and you’ll see the difference in engagement, leads, and enrolments.
At Enrolify, we help colleges and universities create high-performing paid social campaigns that turn interest into enrolments — all managed through our all-in-one student growth platform.
👉 Ready to launch your next course campaign? Book a demo and see how Enrolify makes it simple.
