Education center: CPA −49% while

Education center: CPA −49% while scaling An education center (exam and university-admission prep) needed more students without paying more per lead. As part of the agency team I launched Google Ads and Yandex Direct; together with paid social, hot leads from paid ads grew by 500%. Then I rebuilt the Google Ads account around lead quality from the CRM: new structure, tighter match types and negatives, structured tests of audiences, ads and bids. Over 3 months, with the budget up 28%:

CPA: −49%

conversions: ×2.5

CTR: ×2