My Role: Head of Digital Marketing
Description: This case study showcases how I transformed a struggling MOOC provider’s Google Ads performance, turning a £7,089 loss into £82,320 profit with a 161% Return on Ad Spend (ROAS).

Background
An entrepreneur from Swindon, UK, running a MOOC-providing business, was on the verge of shutting down his storefront. He had spent £19,951 on Google Ads across 41 campaigns, generating only £12,862 in revenue—a net loss of £7,089. Previous efforts by three ad experts had failed to yield profit, and the client reached out to me via LinkedIn for help.

Challenges

1. High Competition: The MOOC industry is dominated by giants like Udemy, Coursera, and Future Learn.
2. Branded Keyword Bidding: Competitors were bidding on the client’s branded keywords, diverting potential sales.
3. Inefficient Sales Channels: Most sales came from deal listing sites (e.g., Reed, Wowcher), not direct website conversions.

Initial Analysis and Strategic Planning
I conducted a thorough audit of the Google Ads account, identifying inefficiencies and wasted spend. Competitor research revealed opportunities to differentiate the client’s offerings. I devised a comprehensive plan focusing on high-demand courses and an omni-channel approach to maximize customer value.

Strategy and Execution
• Product Segmentation:
o Starter: Low-cost or free beginner courses to boost enrollment.
o Core Value: Intermediate courses targeting specific customer needs.
o Profit Maximizer: High-value bundled and advanced courses at premium prices.

• Google Ads Campaigns:
Dynamic search campaigns for Starter courses to maximize clicks and reach.
Search campaigns with high-converting ad copy for Core Value courses.
Retargeting and dynamic retargeting via Google Ads and Facebook to recover lost prospects.

• Landing Pages: Created tailored landing pages for each buyer journey stage, enhancing conversion rates.
• Team Training: Equipped internal sales and support teams to handle increased demand.

Outcome/Result
• Ad Spend: £133,991
• Impressions: 8,421,816
• Clicks: 266,889 (£0.51 per click)
• Sales: 2,886
• Revenue: £216,537
• ROAS: 161%
• Profit: £82,320
Web sales skyrocketed from £3,100 to £33,000 monthly, achieving nearly 10x revenue growth.

Conclusion
This case underscores the power of aligning PPC strategies with customer value and journey stages. By targeting high-intent keywords, optimizing ad spend, and leveraging retargeting, I turned a failing campaign into a profitable revenue engine.