Creating inbound traction for an early-stage edtech startup

You need conversion tracking that follows each enquiry from the ad to the outcome. I start by fixing tracking across Google Ads and GA4, including phone calls, and where possible connect it to your CRM so booked meetings are measured as well as form fills. That gives you a cost per lead and stage-by-stage conversion rates, so you can see which spend is worth increasing.

Optimise for the action closest to revenue that you can track reliably. If you take bookings through a CRM with an online calendar, booked meetings are usually the best signal because they show real intent. Until then, track both calls and forms, compare their quality, and let Google Ads optimise towards the enquiries that turn into customers.

They are short, structured conversations with recent customers about the moment they decided to look for help, what they had already tried and what made them choose you. The interviews show the events that trigger a purchase and the words customers use to describe their problem. I use those findings to write customer stories, sharpen ad copy and plan content that answers the questions people are asking.

Create content that answers the specific questions your customers research, in the language they use. Each piece should give a clear, direct answer near the top, with a logical heading structure so search engines and AI tools can understand and cite it. Content built from real customer interviews tends to match those questions closely, which is what AI answers draw on.

Start with high-intent search, where people are already looking for what you offer, and make every enquiry measurable from day one. Once that channel is profitable, add content for the earlier stages, when people are still researching their problem. That combination brings in leads now and builds visibility in Google and AI search for later.