CHALLENGES
HIGH CPLS, SEASONAL VOLATILITY, AND STRUCTURAL INEFFICIENCIES.
Rising CPLs in competitive education niches and heavy seasonality near application deadlines.
Mixed account structure with overlapping keywords/audiences and limited signal quality for bidding.
Under-utilized creative testing on Meta and limited use of value-based bidding across Google.
CAMPAIGN DEVELOPMENT
CLEAN SIGNALS, FULL-FUNNEL ALIGNMENT, AND A STRUCTURED CREATIVE SYSTEM.
Signal Quality: Clean segmentation (Brand, Non-Brand Core, Long-tail, Competitors), negative keyword hygiene, SKAG → intent clusters, enhanced conversion tracking.
Funnel: Search for demand capture; YouTube/Discovery + Meta for demand creation; warm retargeting.
Creative System: HOOK → Problem → Solution → Social Proof → CTA structure.
PERFORMANCE OPTIMIZATION
CLEAN SIGNALS, FULL-FUNNEL ALIGNMENT, AND A STRUCTURED CREATIVE SYSTEM.
Google: RSAs with 15–20 assets per ad group; PMax for incremental non-brand; YouTube In-Stream skippable with student stories and deadline urgency.
Meta: CAPI v2 + 1-day click; Advantage+ placements; Lead form + website conversion split; retargeting by video views and website engagement (7/14/30-day stacks).
RESULTS
COST PER LEAD (CPL) $10
Channels: Google Ads (Search, Performance Max, YouTube), Meta (Leads)
Primary Goal: Increase high-intent consultation bookings at or below target CAC
Budget: $30,000/month
TECH
GOOGLE & META ADS WITH GA4, CONVERSIONS, BOOKING TOOLS, AND DASHBOARDS.
Google Ads, GA4, Enhanced Conversions, Offline Conversions/CRM import, Facebook, Calendly/booking tool, Looker Studio dashboard.
