The Dissertationist: 50% More Leads with PPC Optimization in the UK
Client Overview
- Client Name: The Dissertationist
- Industry: Academic Writing
- Services Provided: PPC (Google Ads & Bing Ads)
- Target Region(s): United Kingdom
- Duration: 2-4 Months
- Primary Goal: Increase high-quality leads from universities & colleges while reducing Cost Per Acquisition (CPA).
Challenge/Opportunity
The Dissertationist, a specialist in dissertation and academic writing services, was struggling to generate leads effectively through paid advertising. Their PPC campaigns on Google and Bing Ads were delivering low conversion rates while the Cost Per Acquisition (CPA) was too high, making it difficult to scale their lead generation efforts.
Key challenges included:
- Broad targeting leading to wasted ad spend on irrelevant audiences.
- Underperforming ad creatives that weren’t engaging enough to drive conversions.
- Ineffective bidding strategy causing high CPC and reduced ROI.
- Landing page inefficiencies resulting in form drop-offs.
With growing competition in the academic writing industry, The Dissertationist needed a refined PPC approach to improve their lead generation efficiency and overall campaign performance.
Our Strategy
To address these challenges, Nexa Growth implemented a data-driven PPC optimization strategy focused on campaign structure, audience targeting, and conversion improvements.
1️⃣ PPC Campaign Restructuring & A/B Testing
- Shifted from broad match keywords to exact and phrase match targeting for better audience filtering.
- A/B tested multiple ad creatives to identify the best-performing headlines and CTAs.
- Implemented Single Keyword Ad Groups (SKAGs) to enhance ad relevance and increase CTR.
2️⃣ Advanced Audience Targeting & Budget Allocation
- Focused on students actively searching for dissertation help in universities across the UK.
- Excluded non-converting audience segments to optimize ad spend.
- Applied geo-targeting strategies to prioritize high-converting university cities.
3️⃣ Landing Page Optimization & Conversion Rate Improvements
- Improved lead capture forms by reducing unnecessary fields and simplifying the process.
- Integrated trust signals, testimonials, and satisfaction guarantees to enhance credibility.
- A/B tested different CTA placements to drive higher engagement and submissions.
The Results
📈 +50% Increase in PPC Leads (Higher Conversion Volume)
📉 -35% Lower CPA (More Cost-Effective Lead Acquisition)
🔄 +28% Higher CTR (Better Ad Engagement)
🎯 +45% More Qualified Dissertation Leads (Improved Audience Targeting)
With a refined PPC approach, better audience segmentation, and improved landing page experience, The Dissertationist successfully scaled lead generation while reducing acquisition costs.
Conclusion
This case study highlights how a data-driven PPC strategy can transform underperforming campaigns into a high-converting lead generation system.
By refining keyword targeting, audience segmentation, and landing page experiences, Nexa Growth helped The Dissertationist achieve a 50% increase in leads within just 2-4 months while improving cost efficiency.
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