Case Studies
Success Stories
Client: Leading South African Higher Education Provider
- Challenge: The institution needed to rapidly accelerate student enrollment and required a digital strategy that could scale across new audiences and program offerings.
- Solution: Through a multi-year strategic partnership, I conducted deep market analysis to identify untapped audiences, including mature students and specialized career streams. We launched targeted campaigns for new courses and leveraged Performance Max to capture intent across the entire Google ecosystem.
- Result: This strategic approach led to explosive, profitable growth. We scaled the annual Google Ads spend from R3.2 Million to R8 Million, and dramatically increased efficiency, boosting the measured ROI from 959% in 2021 to an outstanding 1723% in 2024.
Client: Nationwide US Daycare & Preschool Franchise
Challenge: The client was in a phase of rapid national expansion. While their ad spend was successfully driving growth, their Cost Per Conversion (CPA) had inflated by 15% to $238, threatening the profitability and sustainability of their scaling efforts. They needed to regain control and improve efficiency without slowing down their expansion.
Solution: I was tasked with auditing and restructuring their entire Google Ads account, which had a monthly budget scaling from $210,000 to $300,000. My strategy focused on three core areas:
- Granular Restructuring: I rebuilt their campaigns based on geographic targeting for new and existing locations, allowing for precise budget allocation and control.
- Advanced Bidding Control: I shifted the campaigns from a broad bidding strategy to a portfolio-based tCPA (Target Cost Per Acquisition) model, setting realistic targets for different regions based on their maturity.
- Efficiency Optimization: I conducted an exhaustive analysis to identify wasted spend, refining negative keyword lists, pausing non-performing ad groups, and reallocating the budget to top-performing campaigns that were previously budget-capped.
The Result: This strategic overhaul produced immediate and significant results. Within three months, we not only halted the rising costs but dramatically improved efficiency.
- The Cost Per Conversion was reduced by 25%, falling from $238 to an impressive $177.84.
- This efficiency was achieved while simultaneously increasing their monthly ad spend by 42% to over $300,000, successfully fueling their nationwide expansion with profitable, predictable lead generation.
Client: US-Based Health Insurance Company
Challenge: The client aimed for aggressive, year-over-year growth in the hyper-competitive US health insurance market. They needed a strategy that could not only scale ad spend significantly but also improve the efficiency of their lead generation to maximize their return on investment. Solution: Over a three-year partnership, I developed and executed a multi-faceted strategy focused on profitable scaling.- Phased Budget Scaling: We methodically grew the annual budget from ~$635k to over $1.2M, ensuring that each increase was supported by performance data.
- Conversion Rate Optimization (CRO): I worked alongside their team to continuously test and optimize landing pages, which was crucial in converting higher-cost, higher-intent traffic at a better rate.
- Advanced Campaign Management: I implemented Performance Max campaigns and continuously refined audience segmentation and creative assets, allowing us to find new pockets of growth and improve the overall conversion rate from 11.4% to an incredible 19.6%.
- Annual conversions grew by 175%, from ~25,500 to over 70,400.
- The Cost Per Acquisition (CPA) was simultaneously reduced by 30%, from $24.87 to $17.43.
- Successfully managed an annual ad spend of over $1.2 million, demonstrating the ability to deliver results at scale.
Client: International Coliving Provider (US, HK, SG)
- Challenge: The client needed to aggressively scale their lead generation to fill new properties without letting their Cost Per Conversion spiral out of control.
- Solution: I implemented a phased budget-scaling strategy, carefully monitoring location-based performance. By reallocating budget in real-time to the highest-performing markets and campaigns, and optimizing ad creative for specific demographics, we could absorb the increased spend efficiently.
- Result: Successfully scaled the monthly ad budget by 133% (from $30k to $70k) while maintaining a strong conversion rate of over 15% and keeping the Cost Per Conversion under the $10 target.