The Client
Latrina Walden Exam Solutions provides exam preparation programs for students facing high-stakes professional exams — a market where the buyer is motivated, deadline-driven, and comparing every option before enrolling.
Why Is Google Ads Hard for Online Education Brands?
- Exam-prep queries mix free-resource hunters, practice-question seekers, and serious enrollees — and only one of those groups pays.
- Enrollment windows follow exam calendars, so demand arrives in waves that flat budgets miss.
- Giant test-prep platforms bid on every generic education keyword.
- Course businesses that judge ads on clicks instead of enrollments scale the wrong campaigns.
What Did We Do Differently?
- Focused spend on program- and exam-specific queries with genuine enrollment intent.
- Ran continuous negative keyword cleanup against free-resource, answer-key, and unrelated academic queries.
- Tracked sign-up and enrollment conversions so campaigns were graded on students, not sessions.
- Reallocated budget toward the exam categories and campaigns where verified conversion costs were lowest, holding the account to $7.94 per conversion.
What Results Did Latrina Walden Exam Solutions Get From Google Ads?
| Metric | Verified Result |
|---|---|
| Conversions | 11,790 |
| Cost per conversion | $7.94 |
| Ad spend | $93K |
| Clicks | 79,870 |
| Impressions | 3.5M |
| Click-through rate | 2.27% |
Key Takeaways
- 11,790 conversions at $7.94 each turned exam anxiety season into a predictable enrollment pipeline.
- In education PPC, the win is filtering out free-resource traffic before it spends your budget.
- 3.5 million impressions of exam-prep visibility is brand-building the organic channel can't match on a deadline.
How Much Should an Online Education Business Spend on Google Ads?
This account invested $93K over its lifetime and produced 11,790 tracked conversions at $7.94 each. For course businesses, the budget math starts with program price: when a conversion costs under $8 and a program sells for hundreds, every constraint on spend is a constraint on enrollment. Fund the exam cycles fully, and let verified conversion costs decide where the money goes.
About This Campaign
All figures are lifetime totals pulled directly from the Google Ads account. Conversions reflect tracked sign-up and enrollment actions.