Key takeaways
Client: A vocational training provider; Field: Marketing. Restructured multi-platform campaigns and landing pages cut qualified lead cost 34% and lifted conversion 2.1x.
Background
Spend was scattered across platforms with a messy account structure. Landing pages did not match keywords and lead quality varied widely.
Solution
- Restructured accounts into units by course and audience
- Rewrote keywords and creatives to match decision stages
- Rewrote landing pages per course and ran multi-variant A/B tests
- Connected lead scoring and CRM feedback to refine bidding
Results
34%Lower cost per lead
2.1xLead conversion
5Channels covered
18%Higher close rate