COSAC

Optimising Paid Media for Profitability, Despite Limited Tracking

The Compliance & Skills Academy approached Door4 to overhaul their underperforming paid media campaigns. With multiple training products on offer and limited conversion tracking in place, their campaigns struggled with consistency in both ROAS and lead quality. The challenges? Balancing spend vs. profitability, managing campaign cannibalisation across an expanding course range, and rebuilding confidence in paid media ROI after a shaky experience with agency costs.

We didn’t just tinker with campaign settings, we went back to basics. Working closely with the client team, we restructured the entire paid media account to eliminate inefficiencies. This included:

• Segmenting campaigns to clearly separate core vs. supplementary products.
• Leveraging Google Ads metrics like CPC, CTR and Impression Share as proxies for performance while tracking issues were resolved.
• Introducing performance dashboards that pulled together Google Ads and sitewide revenue data for better decision-making.

Our regular check-ins and performance reviews rebuilt client trust, ensuring alignment as we iterated on campaign structure and spend allocation.

With limited conversion data at the outset, we implemented a test-and-learn model focused on upper-funnel metrics. Key executional tactics included:

1. Precise bid adjustments driven by CTR, CPC, and Impression Share trends.
2. Testing messaging and campaign structures to reduce internal competition between product lines.
3. Iterative restructuring to accommodate new training products without bloating account complexity.

Performance dashboards became a central tool, allowing us to make evidence-based refinements, quickly spot inefficiencies, and tie campaign changes directly to revenue impact.

The project consistently delivered ROAS above target, with a noticeable improvement in the consistency of sales. This stability proved especially valuable as the client expanded their product set—performance held steady even while tracking limitations were still being addressed. Crucially, all of this was achieved without increasing media spend. Beyond the numbers, the real success lay in the relationship: transparent reporting and regular strategic reviews helped rebuild the client’s confidence in paid search as a reliable, revenue-generating channel.

Consistent Revenue Growth, Powered by Smart Structure and Collaboration

This project underlines how disciplined campaign structuring and a data-led, collaborative approach can overcome platform limitations and strategic complexity. By focusing on what we could measure—and doing it transparently—we delivered the consistency, profitability, and scalability the client needed.