Leads came in, but quality varied
Breathe For Change already ran Meta ads. The client told us Meta returned $2.30 in sales for every $1 spent. That was a fair result, but lead quality varied wildly.
For a master’s degree or a training programme, a cheap lead only helps if that person goes on to enrol. So the job was to find people who were a better fit.
We used Google to reach people already looking
Google Ads shows ads to people at the moment they search. We used it to reach educators who were already looking for what Breathe For Change offers, so the people who clicked had a clearer reason to enquire.
We improved the page after the click
Better-fit visitors still need a page that turns their interest into an enquiry. We helped improve the landing page experience, and the client credits that work as part of the lift.
We judged the ads on closed sales
We measured Google Ads on one number: closed sales for every $1 spent. Cost per lead and the number of form fills mattered less than whether those leads became paying students.
Why it worked
Google reached educators at the moment they searched for training, so the people who clicked already had a reason to enquire. The improved landing page turned more of that interest into enquiries. Because we judged the ads on closed sales, lead quality counted for more than the number of form fills.
The result
$27k of Google Ads brought in $129k of closed sales: $4.80 for every $1 spent. Meta had returned $2.30 for every $1, and the client said the Google leads were much higher quality.
