About the Project

Due to an existing NDA between our agency and the client, we will not be using the client’s name or the name of their business.

The private school offers study programs for acting and singing in Switzerland. The goal is to register new prospective students for casting via the lead form.

The acting school’s Google Ads campaigns had been running for several years. The number of signups leveled off and could not be significantly increased either by changes to the campaigns or by an increase in budget.

The Goal

The main objective was to significantly increase the number of registrations while maintaining the existing advertising budget. The aim was to develop an optimized overall strategy for Google Ads that was not only more efficient, but also ensured a positive return on investment. The conversion was defined here as the registration.

Solution

New Campaigns

Campaigns with potential were optimized and others were stopped. New campaigns were created to reach all levels of the marketing funnel across the entire Google network.

Keywords & Creatives

The structures of the campaigns were optimized, and various ad variations were analysed, tested and improved. Following extensive keyword research, less performing keywords were replaced with new ones to ensure increased visibility for relevant search queries.

Optimized Targeting

With the aim of preventing the campaigns from spreading too widely, a comprehensive analysis of the target groups was carried out using Google Analytics. Based on these findings, a targeted alignment was sought in order to achieve a more efficient cost structure.

Result

After several weeks of testing different optimizations, targeting and ad variations of the campaigns, an increase in sign-ups of over 89% was achieved. The budget was rebalanced and the new campaigns required an additional budget of only 3%. By making the campaigns more efficient and optimizing the keywords and ads, the CPC decreased by 36% and the cost per conversion by 42%.