The Challenge
Cove Training, a registered training organisation (RTO) based in Melbourne, Australia, sought to increase its lead generation through Google Ads. However, their existing Google Ads account was running inefficiently, leading to high costs and suboptimal performance. Overt Digital Marketing (ODM) was engaged to refine their digital advertising strategy and improve results.
Cove Training faced several digital marketing challenges:
- Their Google Ads account was inefficiently structured, leading to high costs per conversion.
- The ad copy was outdated and not fully optimised for engagement.
- Conversion tracking was incomplete, making it difficult to measure key lead-generation actions such as phone calls, chat interactions, and form completions.
- The website’s course pages were not fully optimised for conversions, leading to lower lead generation effectiveness.
The Solution
ODM took a strategic approach to improve Cove Training’s digital advertising performance:
- Google Ads Account Restructure – The account was thoroughly reviewed and restructured to improve targeting and budget allocation.
- New Ad Copy & Campaign Types – Fresh, engaging ad copy was developed, and campaign types were diversified to maximise reach and conversion potential.
- Comprehensive Conversion Tracking – Conversion tracking was set up for phone calls, chat inquiries, and form submissions, allowing for more precise performance measurement and optimisation.
- Website Optimisation – Course pages were updated to enhance user experience and improve conversion rates.
71.95%
Increase in Conversions
37.87%
Drop in Cost per conversion
24.95%
Boost in conversion rate
“ODM navigated the needs of our business perfectly. They also educated me in the idiosyncrasies of Google Ads and Social Media. I was made aware of what I was spending dollars on and the effective gains of this spend. Previous companies have used jargon to make it seem impossible to understand. The team at ODM used appropriate language to describe all of the components of how our account was marketed.”
Helen L
CEO
The Results
The improvements led to significant performance gains with only a modest increase in ad spend:
Conclusion
By leveraging a data-driven approach and refining their digital advertising strategy, Cove Training saw a significant boost in lead generation while maintaining cost efficiency. This case study highlights ODM’s expertise in optimising Google Ads for registered training organisations and other businesses looking to improve their return on investment in digital marketing.
