The goal
Reach people interested in preparatory study courses in Germany, give them clear information and a way to enquire, and assess outcomes beyond ad clicks.
All projects / 01 / 07
Campaign management & strategy
Google Ads and a landing page for study enquiries
Keyword research, search campaigns and a landing page, evaluated alongside enquiry records and payments by market.
€6,923.68Ad spend
238CRM leads
€39,077Attributed payments received
5.64×Cash ROAS
Reading the results
238 CRM leads may include repeat contacts and are not confirmed enrolments.
€39,077 represents payments received and attributed under the report’s method, not profit. The 5.64× cash ROAS compares those payments with €6,923.68 in ad spend; it does not prove that the ads caused those payments.
From idea to execution
THE WORK / 01My contribution
Keyword research, campaign and ad-group planning, ad copy, budgets, landing-page creation and analysis of campaign, enquiry and payment data.
Tools used
Google AdsGA4GTMZoho CRM
GA4
GTMThe challenge
Google Ads conversion counts did not show which enquiries were linked to payments. I compared campaign data with records in the customer management system.
What the work shows
International campaigns recorded more enquiries at a lower cost per enquiry, while Germany had higher attributed payments and cash ROAS. This made both enquiry and payment data useful for decisions. The market reporting periods differed, as detailed in the notes.
What I did and why
- 01
Researched the phrases prospective students search for and used them to plan separate campaigns for Germany, India, Latin America, Morocco and the Gulf region.
- 02
Structured campaigns and ad groups, wrote ads and reviewed budgets. I added a competitor-focused group and compared group performance to guide changes.
- 03
Created a landing page for visitors arriving from the ads, bringing course information and the enquiry step together.
- 04
Reviewed enquiries and payments alongside advertising data, adjusting budgets and conversion priorities during the German campaign.
Recorded results
| Metric | Germany | International |
|---|---|---|
| Ad spend | €2,915.00 | €4,008.68 |
| Clicks | 3,661 | 4,950 |
| Impressions | 30,963 | 50,638 |
| Google Ads conversions | 114 | 120 |
| Cost per conversion | €25.57 | €33.41 |
| CRM enquiries | 77 | 161 |
| Collected revenue | €26,135 | €12,942 |
| Cash ROAS | 8.97× | 3.23× |
Work samples
Sources, dates and measurement notes
Source: STK campaign analysis and Google Ads captures. Germany ran 29 May to 14 August 2026; the international reporting period was 19 March to 19 May, with different pause dates by market. Payment cutoff: 20 August 2026. Screenshot windows cover May to August and March to May respectively. 234 platform conversion actions and 238 CRM enquiries use different counting systems. Cash ROAS equals collected revenue divided by ad spend. Six invoices received payments, including one partial payment. Revenue attribution follows the CRM report, including timing-based reassignment of nine enquiries to Germany. It does not establish incremental revenue.
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