Project Overview
The objective was to drive qualified enrolment leads at a lower cost. We rebuilt the campaign structure, refined targeting, and continuously optimized creatives and landing pages.
The Challenge
The previous campaigns suffered from broad targeting, poor quality scores, and high CPCs that made lead generation unsustainable.
- Broad keyword targeting with low intent
- Low quality scores and rising CPC
- Weak landing page conversion rate
- Limited conversion tracking and reporting
Our Solution
We restructured the account around tightly themed ad groups and aligned every step from search query to landing page.
- SKAG-style account restructure with intent-based keywords
- Negative keyword expansion and bid optimization
- Conversion tracking via GTM and offline conversions
- Landing page A/B testing and CRO
- Audience layering and remarketing campaigns
Results
The optimized campaigns delivered higher-quality leads at a fraction of the previous cost.
350+
Leads Generated
35%
Decrease in CPC
5.2x
ROAS Achieved
60%
Increase in Conversions
Key Takeaways
Lead generation success comes from aligning intent, ad copy, and landing experience while measuring what truly matters.
- Account structure directly impacts quality score and cost
- Conversion tracking is the foundation of optimization
- Landing pages are as important as ad creative
- Continuous testing compounds results over time