Online Education - Lead Generation
A respected online training provider in the wellness and coaching space, was seeing rising lead costs threaten their ability to grow. With students enrolling from around the world, their in-house campaigns struggled to keep pace with increasing competition and inconsistent performance across regions. They partnered with us to restructure their ad strategy, lower costs, and unlock scalable, sustainable lead generation.
Before
Rising Lead Costs
The client faced a steadily increasing CPC of $4.49, putting pressure on their acquisition budget.
Unscalable Campaign Structure
A single global campaign meant no control over regional performance, resulting in major cost-per-conversion discrepancies.
Inefficient Keyword Targeting
High-converting keywords were expensive and unsustainable, while cheaper alternatives weren't being tested effectively.
In-House Limitations
Despite strong internal knowledge, the in-house team lacked the specialized expertise to scale performance in a cost-effective way.
Before we started
What we did
Geo-Segmented Campaigns
- Audited historical data and isolated top-performing countries
- Built 8 focused sub-campaigns tailored by region to reduce waste and improve relevance
Keyword Restructuring
- Shifted focus to cost-effective, mid-intent keywords with strong conversion signals
- Deprioritized high-CPC keywords that delivered great conversion rates but didn't scale efficiently
Smart Cost-Quality Tradeoff
- Focused on keywords that had moderate conversion rates but far lower CPCs, creating a smarter ROI profile
- Built the strategy to optimize for total ROI instead of just front-end vanity metrics
Full-Funnel Refinement
- Reviewed ad messaging to align with regional and keyword variations
- Ensured alignment between ad promise and landing page experience
Performance Systems & Tracking
- Built campaign architecture that allowed clear cost-per-region comparisons
- Set up custom tracking dashboards to monitor efficiency by keyword, location, and device
- Created a regular testing cadence across ads and keywords
- Isolated underperforming segments quickly and reinvested into profitable ones
After
After our changes
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