70%
Increase in ROI
5x
ROAS through Microsoft Ads
8x
ROAS through Meta Ads
Goals
The core objective was to build accurate end-to-end conversion tracking that reflected completed enrolments, not just surface-level engagement. With this foundation in place, campaigns could be optimised toward genuine converted sales rather than vanity metrics, driving down cost per enrolment while lifting overall return on ad spend (ROAS). Alongside these performance goals, we prioritised establishing clear, consistent month-on-month reporting to give the business full visibility into campaign health and lay the groundwork for sustainable, scalable growth.
Solutions
To achieve these outcomes, we restructured the conversion framework, shifting the primary conversion point away from form fills and toward completed bookings and enrolments, ensuring optimisation was tied to real revenue outcomes. We then reallocated budget strategically, increasing investment in high-performing Performance Max campaigns while scaling back spend on underperforming courses and campaign types to maximise efficiency. Finally, we leveraged first-party customer and enrolment data to build high-intent audience segments, sharpening targeting precision across both Google and Meta and improving the quality of traffic entering the funnel.
Results
These changes delivered measurable, compounding returns: a 70% increase in overall returns compared to the previous period, and a 33% lift in ROAS during peak season. Microsoft Ads emerged as a standout, consistently delivering a 5x ROAS and establishing itself as a genuinely profitable channel, while Meta Ads achieved an impressive 8x ROAS during high-performing periods, underscoring the strength of the refined targeting and conversion strategy.
