Case Study: Nepal Education Consultancy Google Ads
Same monthly Search budget. Structure, negatives, and country landing pages — not a larger bid. Client name withheld.
Narrative: education PPC case.
Evidence object
| Client | Withheld. Kathmandu education consultancy (study-abroad: Australia, UK, USA, Canada). |
|---|---|
| Industry | Education — study-abroad consultancy |
| Location | Kathmandu, Nepal |
| Problem | One campaign, 200+ mixed-intent keywords, no negatives, generic ads to a homepage, incomplete conversion/call tracking. Spend ~35% on irrelevant queries. |
| Starting point | NPR 300,000/month Search. CPL NPR 3,500. Leads 85–90/month. Consultation conversion 15%. Landing CVR 2.1%. CTR 1.8%. Quality Score avg 4.2. |
| Strategy | Rebuild by destination country and intent. Phrase/exact match plus 300+ negatives. Dedicated landing pages per country. Call tracking. Then bidding and remarketing. |
| Implementation | Weeks 1–2: account rebuild, conversion + call tracking. Weeks 3–8: country RSAs, sitelinks, landing pages (CVR 2.1% → 6.8%). Weeks 9–16: tCPA where data allowed; RLSA. Weeks 17–24: weekly search-term mining, dayparting, Kathmandu bid modifiers. |
| Timeline | 6 months; spend held at NPR 300,000/month |
| Organic traffic | Not the primary channel. This object is Search ads. |
| Leads | 85–90 → 180–200/month (~2× / +115%). Consultation rate 15% → 35%. Applications 8% → 22%. Enrollments 10–12 → 24–28/month. |
| Cost / revenue | CPL NPR 3,500 → 2,100 (−40%). Enrollment CAC NPR 28,000 → 12,000 (−57%). Reported ROAS 1.8× → 5.2× on the same spend (as published). |
| Keywords / waste | Irrelevant spend ~35% → <8% (~NPR 81,000/month redirected). CTR 1.8% → 5.4%. |
| Arjan’s role | Lead strategist: audit, account architecture, ad/landing brief, weekly optimization, client reporting. |
| Team | Gurkha Technology PPC. Client team shipped simple country landing pages on their existing CMS. |
| Evidence | Google Ads (Search terms, conversions, CPL) and call tracking as recorded. Account IDs and creative screenshots not published. Do not treat “Visa Success Rate 97%” ad copy as a Gurkha Technology claim — it is client-supplied ad text in the long-form example. |