Overview
Over a 90-day Google Ads Search optimization sprint, we scaled non-brand course-enquiry volume for a UK training & recruitment group offering a diverse set of programs, including Dental Radiography (PG & Diploma), NEBDN, and Level 3 AET. The account previously appeared to perform well because a large share of conversions came from brand searches — inflating the conversion rate and masking low new-lead growth. By separating brand vs non-brand, tightening intent targeting, and cleaning conversion actions, we unlocked efficient lead generation across key UK cities — driving ~290 leads on ~£2.74K spend at £9.61 CPL.
Google Ads Snapshot (Oct–Dec 2025)
- Avg. CPC: £0.92
- Conversions (Leads): ~289.79 (~290)
- Cost / conv: £9.61
- Total Cost: £2,735.85 (~£2.74K)
- Clicks: ~2,988 (~2.99K)
- Conv. rate: 9.53%
- Impressions: 25,867
Campaign Overview
A Google Ads Search-only campaign optimized for dental-nursing training enquiries across key UK cities (e.g. London, Birmingham, Manchester). The offer included a diverse range of courses tailored for different career paths — especially Dental Radiography (PG & Diploma), NEBDN, and Level 3 AET — targeting both new entrants and upskilling learners.
Objectives
- Increase course-enquiry leads in key UK cities
- Improve lead quality
- Fix conversion tracking and create micro-conversions
Strategy
- Brand vs non-brand separation: Split campaigns to isolate brand demand from new-user acquisition, preventing brand-only conversions from inflating performance reporting and starving non-brand growth.
- Keyword optimization: Shifted focus to mostly Phrase / Exact match and deployed negative keyword lists to reduce irrelevant searches and improve lead quality.
- Performance cleanup: Paused low-performing keywords and ad groups, reallocating budget toward higher-intent course themes.
- Course-specific ad messaging: Rebuilt RSAs with course-specific value props to lift relevance and CTR (Dental Radiography PG / Diploma, NEBDN, Level 3 AET).
- Conversion tracking & action cleanup: Cleaned conversion actions to ensure Google optimized toward real enquiry outcomes.
- Micro-conversions setup: Added intent signals (click-to-call, click-to-email) to improve learning and lead quality.
- Bidding & control: Implemented a bid-portfolio strategy using Maximize Conversions with tCPA, plus a max bid cap to control CPC volatility while scaling enquiries.
Results
- ~290 course-enquiry leads (Oct–Dec 2025)
- ~£2.74K total spend
- £9.61 cost per lead (Cost/conv.)
- £0.92 Avg. CPC
- ~2.99K clicks
- 9.53% conversion rate
- 25,867 impressions
Highlights
- Removed the “brand-only” illusion by separating brand vs non-brand, revealing true acquisition performance
- Scaled non-brand enquiries efficiently with Phrase/Exact + negatives
- Improved lead quality by pausing low performers and tightening intent
- Tracking cleanup + micro-conversions (call/email clicks) improved optimization signals
- Controlled scaling using tCPA portfolio bidding with a max bid cap for CPC stability