Platforms Used: Google Ads, Meta Ads, GA4, Hotjar, Landing Page CRO Tools
Goal: Reduce CPA, increase enrollments, boost ROAS & scale through CRO + data-driven marketing.
A growing online education brand offering certification and skill-development courses struggled to scale profitably. CPAs were rising, competition was high, and funnel friction prevented smooth enrollments.
CPA rising by 25–30% month-on-month
Creatives lacked course clarity → weak engagement
High form abandonment on mobile landing pages
Incomplete GA4 tracking for key education actions
Difficulty identifying high-intent student segments
Limited remarketing pool due to improper event setup
Segmented audiences by career intent & course interest
Removed low-intent keywords, focused on high-intent terms
Outcome-based ad groups (careers, salary growth, job roles)
Budget structured by funnel stages
Built 35+ new creatives (success stories, reels, testimonials)
A/B tested CTAs, highlights & benefit-focused designs
Identified top 3 “hero creatives” driving maximum CTR
Reduced form fields 7 → 4 to improve conversions
Added trust elements (reviews, accreditations, partners)
Sticky “Enroll Now” CTA on mobile
Improved syllabus, instructor profiles, outcomes
Implemented GA4 events: form_start, form_submit, demo_play
Mapped full student journey for insights
Fixed drop-offs on syllabus download pages
CPA reduced by 32%
ROAS increased from 1.9X → 5.2X
CTR improved by 58%
Landing page CR jumped from 2.4% → 5.1%
Enrollments increased by 48%
Lead-to-enrollment quality improved by 28%
Brand searches grew 3X
