We ran Google Ads for an executive-education institute with programmes in Germany and the Netherlands, with companies like Microsoft among its clients. This case covers the campaigns in Germany. Cost per lead was high and lead volume was low. We analysed the campaign, set up conversion tracking properly and then managed the account on an ongoing basis. Between Q4 2021 and Q2 2022, cost per conversion fell from about €63 to about €29, and conversions per quarter rose from about 13 to about 30.
The red line is cost per conversion (left axis), the yellow line conversions per quarter (right axis). The first three quarters are at zero: no conversions were being recorded yet. Per quarter after that, approximately: Q2 2021 about 17 conversions at around €46, Q3 2021 about 13 at around €73, Q4 2021 about 13 at around €63, Q1 2022 about 27 at around €31 and Q2 2022 about 30 at around €29. The €57.97 is the average over the whole period; the quarter-by-quarter trend says more.
What we did: measure properly first, then steer
We started with an analysis of the campaign and then set up conversion tracking properly, so it was possible to measure what the campaign actually delivered. From there came an approach that fitted the institute’s goals, followed by ongoing management: watching performance and adjusting where needed.
One caveat when reading the chart: when measurement changes, what gets counted changes too. The screenshot does not show how much of the movement comes from that.
If you steer on an unreliable signal, you can't tell which clicks pay off.
In numbers
Over the whole period: 50K clicks, 100 conversions, €5.8K total cost and an average of €57.97 per conversion. From Q4 2021 to Q2 2022: cost per conversion from about €63 to about €29, and conversions per quarter from about 13 to about 30.
Cost per conversion per quarter, read from the screenshot.
Boring, predictable, attributable. That’s what good PPC looks like.
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