Background
An online education platform offering coding and data science courses wanted to reduce cost per lead, improve ad ROI, and grow enrollments through a mix of SEO and paid advertising.
Challenges
- High cost per acquisition (CPA) in paid campaigns.
- Weak organic visibility for competitive course keywords.
- Low landing page conversion rates.
- No retargeting for lost or abandoned leads.
Results & Impacts
- Paid leads grew by 220% in 9 months.
- CPA reduced by 65%.
- 5 high-intent course keywords ranked in Top 5 on Google.
- Ad ROI increased from 1.4x to 5.1x.
Strategy & Implementation
- Restructured Google Ads into course-specific high-intent campaigns.
- Ran Facebook & Instagram lookalike audience ads based on past student data.
- Created YouTube ads with instructors and student testimonials.
- Optimized course pages and published educational SEO content.
- Improved landing pages with urgency triggers, free trials, and EMI payment options.
Key Takeaways
- Combining SEO with targeted performance marketing multiplies results.
- Audience segmentation reduces wasted ad spend and increases lead quality.
- Landing page optimization is critical for lowering CPA and increasing ROI.