My work
Client Snapshot
This forward-thinking educational institution has established itself as a developmental catalyst in the private sector, serving a growing community on the US West Coast with a focus on future-ready K-6 education. Moving beyond traditional instruction, it has engineered a holistic learning ecosystem that integrates an inquiry-based International Baccalaureate (IB) candidate framework with a robust STEAM architecture. This approach transforms the student experience from passive consumption to active investigation, utilizing state-of-the-art Makerspace facilities to bridge the gap between theoretical concepts and practical, real-world application.
Distinguished by its commitment to global fluency and personalized growth, the institution embeds dual-language immersion directly into its core curriculum while maintaining optimized class ratios for bespoke student acceleration. This strategic alignment allows it to operate not just as a school, but as a dedicated partner for value-driven families, empowering a new generation of critical thinkers equipped with the innovative skills and cross-cultural competence required for long-term success.
The Challenge
The Diagnosis: The client, an educational institution, sought to scale student enrollment via Google Search. However, despite consistent ad spend, the results were statistically insignificant: low lead volume, zero online form submissions, and an unsustainably high Cost Per Lead ($668.22).
The Core Issue: The problem wasn't the platform; it was the architecture. The account lacked a unified strategic framework. Overlapping keywords and unstructured ad groups created internal competition, meaning the client was bidding against themselves. This "tactical noise" confused the algorithm and wasted budget on irrelevant traffic.
My Solution
We moved beyond "optimizing" and focused on Strategic Restructuring. We rebuilt the account architecture to ensure every dollar spent had a clear purpose.
1. Ecosystem Audit & Consolidation We identified and removed the "silos" within the account. By restructuring the campaigns, we ensured that ad groups were mutually exclusive, preventing keyword cannibalization.
2. Precision Targeting Framework We shifted focus to high-intent "location-based" keywords. Instead of casting a wide, expensive net, we narrowed the scope to capture users specifically searching for the client’s offerings in their exact geography.
3. Governance & Quality Control We implemented a strict governance model for keyword selection, ensuring we were targeting the right user, not just any user. This increased ad relevance and drastically lowered costs.
The Results
The data confirms the strategy. By prioritizing structure over spend, we achieved exponential growth in lead volume while simultaneously crashing the cost of acquisition.
The Takeaway: We turned a $668 acquisition cost into a $35 efficiency win. This isn't just a campaign improvement; it is a fundamental shift in business efficiency.
Strategy First, Tactics Second. Most agencies would have simply increased the budget or changed the ad copy. We fixed the engine. By building a resilient framework, we empowered the client to scale their student base without scaling their waste.
