We ran the Dutch Google Ads for an executive-education institute active in Germany and the Netherlands. The German campaigns have their own case. At the start the account produced few leads at a high cost per lead. We analysed the campaign, set up conversion tracking properly, chose an approach that fitted the institute’s goals and then kept adjusting. This case looks at January to June 2022, a stretch in the middle of the engagement: 652 conversions at €11.44 on average, with about 200 at around €20 each in the first quarter and about 460 at around €8 in the second.
Industry: Executive education (B2B lead gen). Market: Netherlands. Window of this case: Jan to Jun 2022. Services: Google Ads · Conversion tracking.
The red line is conversions per week (left axis), the yellow line cost per conversion (right axis). From January to April conversions mostly sit between about 7 and 30 a week, with cost per conversion moving between around €11 and €40. In early May the picture changes: conversions jump to 25 to almost 90 a week and cost per conversion drops to around €4 to €10, at roughly the same weekly spend. The screenshot does not show what caused that jump.
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 jump in early May is large and sudden, and the screenshot does not show how much of it comes from the work and how much from what was being counted.
If you steer on an unreliable signal, you can't tell which clicks pay off.
In numbers
Over the six months: 13.9K clicks, 652 conversions, €7.46K total cost and an average of €11.44 per conversion. Per quarter: about 200 conversions at around €20 in Q1 2022, and about 460 at around €8 in Q2 2022.
Cost per conversion per quarter, read from the screenshot.
Boring, predictable, attributable. That’s what good PPC looks like.
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