I planned, launched, and optimized Google Search campaigns focused on student acquisition. My responsibilities included keyword strategy, bidding optimization, ad copy testing, search term refinement, and conversion tracking improvements to maximize enrollment leads at the lowest possible CPA. 

About the project

The client wanted to scale student enrollments through Google Search by targeting high-intent users actively searching for educational programs and courses. 

Goal

Increase qualified student applications while maintaining a low cost per acquisition and improving overall campaign efficiency.

Approach

1. Performed a full Google Ads account audit.

2. Built a high-intent keyword strategy targeting student enrollment searches.

3. Optimized ad copy to improve CTR and lead intent.

4. Added negative keywords to eliminate irrelevant traffic.

5. Improved landing page relevance for stronger conversion rates.

6. Used Maximize Conversions with Target CPA bidding strategy.

7. Scaled budget gradually based on performance data.

Results

✅ Generated 1,725 student conversions
✅ Achieved $3.85 CPA
✅ Conversion rate: 7.79%
✅ Total clicks: 22.1K
✅ Impressions: 262K
✅ Average CPC: $0.30
✅ Total spend: $6.64K