How restructuring a Google Ads account, optimizing the on-site experience, and adding abandonment email automation cut cost per acquisition by 41% year over year.
International Education Evaluations came to us to improve the overall efficiency of customer acquisition, with strict CPA targets tied to profitability goals in a competitive, niche international market.
After establishing clear goals and objectives, we captured demand through a Google Ads strategy that prioritized low-cost conversions while still competing for conversions against the incumbents in the space.
We simplified global targeting to let Google's algorithmic learning deliver ads based on search demand in the regions IEE serves, while excluding markets it does not. Keeping it simple allowed the algorithm to work smarter.
We eliminated overlap by separating branded from non-brand keywords and keeping competitor searches distinct from non-brand searches. That gave us control over impression share and CPA, and immediately surfaced efficiency gains that structural confusion had been masking.
Ad efficiency doesn't stop at the click. We ran conversion rate optimization on the website to improve the post-click experience, and implemented an abandonment email automation to recover visitors who left without converting. Both improvements converted more of the traffic the ads were already paying for, compounding the gains from the account restructure.
Cleaning up the campaign structure produced an immediate lift in ROAS, and continuous testing pushed the account past its goals from there.
As ROAS climbed to 7.3X against a 6X target, cost per purchase fell 41% year over year. That allowed IEE to decrease spend by 33% while increasing conversions by 13%, with the on-site CRO work and abandonment automation helping turn more of that cheaper traffic into customers.
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