We rebuilt an online-course account's enrollment engine
How we turned Quillmark's Google Ads around — rebuilding it into an enrollment engine with 247% more enrollments, cost per enrollment down 81%, and return on ad spend back above break-even, on a flat fee.
The partner
Quillmark is a U.S. online-course business. Enrolments are the whole game — but only if each one is won at a cost the course economics can carry. The account had become volatile and inefficient; it needed rebuilding into a predictable, profitable enrollment engine.
Goals
- Rebuild a volatile account into predictable enrollments.
- Drive the cost per enrollment down to profitable levels.
- Turn return on ad spend positive.
- Measure every enrollment cleanly, so bidding optimizes to real sign-ups.
- Hold it on a flat fee through the rebuild.
Strategy
We rebuilt the account around clean enrollment tracking and intent — capturing high-intent course demand with Search, expanding with Performance Max, and driving the cost per enrollment down until the return on ad spend turned profitable.
- 01
Fixed the tracking
Clean enrollment measurement so bidding optimized to real sign-ups, not noise.
- 02
Rebuilt around intent
Search captured high-intent course demand; Performance Max expanded reach once tracking proved out.
- 03
Drove cost per enrollment down
Negatives, structure and bid work cut the cost per enrollment sharply.
- 04
Turned ROAS positive
As efficiency improved, return on ad spend climbed back above break-even.
- 05
Optimized weekly
A weekly loop compounded enrollments toward the rebuild peak.
Results
Through the rebuild, enrollments grew 247% while the cost per enrollment fell 81% and return on ad spend climbed back above break-even — a volatile account turned into a predictable, profitable engine.
Enrolment rebuild
Enrolments per quarter · % change vs the rebuild's starting quarterThe team
A senior-run Google Ads pod: strategy & account lead and a PPC specialist on daily optimization — the same people, on a flat monthly fee.
Metrics shown as relative growth. Absolute account figures are kept confidential.
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