An MBA admissions consulting firm was having issues generating prospective leads from their Google Ads campaigns. The client did not have proper tracking in place to effectively measure website traffic or high-intent lead gen intake. They also needed support optimizing their marketing funnel for a newly built services page.


After running an audit of the client’s Google Ads and Analytics accounts, I set up custom events and conversions to track and measure important user engagement and intake form submissions. To optimize their Google Ads account, I launched an updated lead gen campaign that matched the client’s desired consulting volume focused on maximizing conversions at a lower cost per conversion than what the client was spending.


Over the course of 9 months, I increased inbound leads by 100% and lowered the cost per lead by 90%. I was also able to increase ad engagement by 170% and reach an all-time high search impression share against competitors.