Overview

Our client, a professional training provider specializing in Firefighter Certification Courses, wanted to expand enrollments across multiple regions. Despite high demand, the brand was struggling with reaching qualified students online and maximizing ROI on ad spend.

Through a strategic Google Ads campaign, we helped the client achieve exceptional conversion rates, strong ROI, and a scalable lead generation system.

Problem Statement

The client faced three pressing challenges:

• Low Online Visibility – Competing training institutes were dominating search rankings and ads.
• High Lead Costs – Previous campaigns had unsustainable CPC and CPA.
• Enrollment Growth Pressure – The client needed to consistently fill training batches across multiple locations.

Challenges

• High CPC in the education & certification niche.
• Filtering for only qualified and serious applicants.
• Need for measurable ROI to scale confidently.

Solutions Implemented

1. Dynamic Search Ads (DSA)
   • Implemented DSAs to capture long-tail keyword searches (e.g., “firefighter training near me”, “certified firefighting courses”).
   • Achieved massive CTR of 38.62% with highly relevant ads.
2. Target CPA & Smart Bidding
   • Set a target CPA of $3.95, achieving conversions at scale while keeping costs low.
   • Optimized bids using machine learning to prioritize high-intent users.
3. Standard Search Campaigns
   • Complemented DSAs with geo-targeted campaigns in regions with higher student demand.
   • Used ad extensions (call, site links) to increase direct inquiries.
4. Conversion Tracking & Optimization
   • Integrated lead form and phone call tracking.
   • Shifted budgets toward ad groups with higher conversion value ratios.

Campaign Metrics

• 15,206 clicks generated
• 123,913 impressions at 12.27% CTR
• $14,644 ad spend
• $187,446 total conversion value
• 12.49% conversion rate on Dynamic Ads
• 77.66x ROAS achieved with Dynamic campaigns

Impact Highlights

• Generated high-quality student leads at scale.
• Reduced average CPC to just $0.26 on Dynamic Ads.
• Built a repeatable and profitable enrollment funnel.

Client Impact

The optimized Google Ads strategy helped the Firefighter Training Institute:

• Consistently fill training batches with qualified students
• Achieve industry-beating ROAS (77.66x)
• Scale marketing spend with confidence and profitability

Conclusion – Why This Matters for You

If you’re an education or training provider struggling with:

• High student acquisition costs
• Low ROI from ad campaigns
• Inconsistent lead generation

This case study proves that data-driven Google Ads campaigns can help you:

• Generate qualified student leads at low cost
• Maximize enrollment ROI
• Scale sustainably in competitive niches

📞 Ready to fill your courses with more students?