Introduction
A U.S.-based EdTech company specializing in online security guard training partnered with me to revamp their underperforming paid media strategy. Despite ongoing investments in Google and Bing Ads, they faced challenges in achieving a positive ROI and needed a focused, results-driven approach to turn things around.
The goal is to increase course sales and achieve a positive ROAS of 125% while creating a foundation for scalable growth.
Challenges
- When I stepped in, the account was in poor shape:
- Negative ROI and inefficient ad spend
- No structured campaign setup and keyword strategies
- No proper conversion tracking, making optimization guesswork
- The absence of a dedicated landing page made it difficult for users to purchase courses efficiently.
- No insight into which ads or keywords were driving actual sales
Despite the company’s strong product, their paid media efforts weren’t delivering the impact they needed.
Implementation
Here’s how we turned things around:
Complete Campaign Rebuild
Reorganized campaigns by funnel stage and course type
Focused on high-intent, long-tail keywords
Created custom ad copy aligned with search intent
Landing Page Optimization
Designed a new conversion-focused landing page with clear CTAs and social proof
A/B tested layouts and messaging to lift conversion rates
Advanced Tracking Setup
Implemented server-side conversion tracking for accurate data
Connected ad platforms with backend data to track form fills, purchases, and key actions
Performance-Focused Bidding
Shifted to smart bidding strategies (Target ROAS, Maximize Conversions)
Added audience segments and geo-targeting for better relevance
Results
In 6 weeks, the account moved from negative to break-even. Over the next 6 months, we consistently drove strong returns:
Here are some of the highlights.
Average ROAS: 1.5x (peaks over 2x in several weeks)
Improved Lead Quality: Lower cost-per-conversion and more qualified course buyers
Client Testimonial
Conclusion
This project is a clear example of how proper strategy, smart tracking, and a strong landing experience can transform paid ad performance even in a competitive niche like EdTech.
From negative ROI to consistent profitability, we turned the account into a scalable acquisition engine.
If you’re looking to unlock similar results for your campaigns, I’d be happy to chat. Connect now!
