Client: An education technology company offering professional certification courses across Southeast Asia
Challenge: The client was running Google Ads campaigns across multiple markets but struggling with profitability. Their blended ROAS was 1.8x — barely breaking even after accounting for operational costs. Campaign structure was disorganized, with hundreds of keywords crammed into a handful of ad groups, and there was no systematic approach to testing or optimization.
Our Approach
We completely restructured the account using a single keyword ad group (SKAG) approach for their highest-value courses, implemented comprehensive conversion tracking including micro-conversions like brochure downloads and webinar registrations, developed market-specific ad copy and landing pages for each target country, and built an automated bidding strategy using Target CPA with portfolio bid strategies across related campaigns.
We also implemented a remarketing funnel that nurtured prospects who showed interest but didn’t immediately enroll, using sequential messaging that addressed common objections at each stage.
Results
Within four months, ROAS improved from 1.8x to 4.2x. Cost per enrollment decreased by 55%, while total enrollments increased by 80% — demonstrating that efficiency and scale can be achieved simultaneously. The remarketing funnel alone contributed 25% of total conversions at a 60% lower CPA than prospecting campaigns. The campaigns are now the client’s most profitable customer acquisition channel across all markets.
Key Takeaway: Disciplined campaign structure and data-driven optimization can transform underperforming Google Ads accounts into profit engines.