Case brief: Education consultancy Search ads
Best for: Week 4 structure & landing pages · Week 2 CRO of paid LPs
Source of truth: /case-studies/nepal-education-consultancy-ppc/ · Narrative: /blog/education-consultancy-ppc-case-study-nepal/
Situation
Kathmandu study-abroad consultancy. One messy campaign, mixed intent, homepage landings, incomplete call tracking. Spend held constant at NPR 300,000/month for six months.
Numbers (as published)
| Metric | Before | After |
|---|---|---|
| Leads/mo | 85–90 | 180–200 (~2×) |
| CPL | NPR 3,500 | NPR 2,100 (−40%) |
| Landing CVR | 2.1% | 6.8% |
| Enrollment CAC | NPR 28,000 | NPR 12,000 (−57%) |
| Reported ROAS | 1.8× | 5.2× |
| Irrelevant spend | ~35% | <8% |
What they did
- Rebuild by destination country + intent
- Phrase/exact + 300+ negatives
- Dedicated country landing pages
- Call tracking → then tCPA / RLSA when data allowed
MBA discussion
- Same budget, better outcomes — which lever moved CVR most (structure, LP, or bidding)?
- How would you set LTV for an enrollment business before setting Target CPA?
- Compare to the home-services Ads case: shared pattern is negatives + themed structure + matching LP.
Cite in pitches
“Education PPC case (Kathmandu): CPL NPR 3,500 → 2,100 (−40%) and ~2× leads on the same NPR 300k/month (source).”
