Cooking class marketing: fill limited seats with the right people

Why people browsing dishes are your next students

Someone who spends time comparing ramen or croissants is interested in that food, and some of them want to learn to make it. A class shown in that context feels like an extension of what they're already doing, not an interruption.

• Cuisine context: category targeting puts the pasta class next to pasta, not next to burgers.
• Local: classes happen in a place, and targeting is by city.
• Seat-sized budgets: spend can be small and stopped the moment the class is full.

How it works for schools and experiences

Use the banner format with the class name, date and price inside the image, and a link to the booking page. Banners are reviewed before going live. Sizes: 1080×1200 px for the website and 1200×533 px for the app.

Choose the city where the class happens and the dish categories it relates to. Keep in mind that a campaign with categories only appears on pages that have one of them, which is precise but smaller. For a general school, leave the categories open.

Ideas for classes, workshops and tastings

1. 01

   Cuisine-specific classes

   Pasta, sushi, bread, pastry: each class restricted to the category it teaches.

2. 02

   Tastings

   Wine, cheese, coffee or olive oil tastings in the categories where those products appear.

3. 03

   Visitor experiences

   Classes for tourists, targeted at the city's pages. See food tourism marketing.

4. 04

   Gift vouchers

   Before holidays, promote a class as a gift with a link to the voucher page.

5. 05

   Professional courses

   Sommelier, barista or pastry diplomas, aimed at the cities your students come from.

6. 06

   Last seats

   In the final days, raise the bid on a dedicated campaign for the remaining seats.

Budget and bid for limited seats

Credits are prepaid, and each real view costs your bid, from 0.01 to 4.99 credits. Higher bids are shown first when ads compete for the same page.

The useful calculation is per seat: what a seat is worth to you and how many clicks it takes to fill one. After the first class, your dashboard and your booking data give you both numbers.

Measuring sign-ups

The dashboard shows real views, clicks, click-through rate, spend and a daily chart. Each click arrives with UTMs (campaign, city, category), so sign-ups can be traced in Google Analytics or in the analytics of your booking tool.

Name each campaign after the class (‘fresh-pasta-march’): it becomes the utm_campaign and keeps reports readable.

Checklist for promoting a class

1. 1Create one campaign per class or series, named after it.
2. 2Choose the class's city and the matching categories.
3. 3Put the name, date and price inside the image.
4. 4Set a small budget, submit for review and launch.
5. 5Pause when the class is full and duplicate the approach for the next date.

Frequently asked questions