boost your licence training business: Google Ads Success Case Study
1,200 Conversions at $28.93 CPA for a Construction Licence Training Provider
This high-risk work and construction equipment training provider came to us with a Google Ads account that was already performing reasonably well on the surface. However, underlying inefficiencies and a lack of communication from the previous consultant meant there was still significant opportunity to improve performance and reduce wasted spend.
This wasn’t about fixing a broken account. It was about refining a good one and uncovering the hidden inefficiencies that were holding it back.
$12K saved
Saved $12,000 on wasted Google ad spend
$28.93 CPA
Cost per lead had averaged $28.93
1200 leads
Generated 1200 high-quality leads in 5 months
9% Conv Rate
9.52% of people who clicked converted
about the training provider
This construction and high-risk licence training provider offers courses across two key areas: heavy vehicle licensing and civil construction equipment training.
With separate websites supporting each side of the business, the company caters to a wide range of students entering or progressing within the transport and construction industries.
Managing demand across multiple course categories requires a structured approach to campaign targeting and budget allocation.
With highly specific search intent and varying demand across different licences and tickets, success relies on precision rather than volume.
The problem
While the account was generally well structured, there were clear gaps in optimisation and communication.
The client had experienced ongoing issues with their previous Google Ads consultant, limiting their visibility into performance and preventing proactive improvements.
At the same time, one of the business’s websites had been compromised, creating additional challenges around trust, performance, and conversion reliability.
Despite solid foundations, there were inefficiencies within the account, particularly in keyword targeting and search term management that were quietly draining budget.
what Bel. Digital found
- A well-structured account with strong foundations
- Limited communication from the previous consultant
- Negative keywords inconsistently applied across campaigns
- Search terms include DIY, competitor, and irrelevant traffic
- Hidden inefficiencies within keyword targeting
- N-gram opportunities that could save nearly $9,000 in wasted spend
- Conversion tracking requiring validation and cleanup
conversion tracking
Reviewed and finalised tracking to ensure accurate lead measurement and reporting.
campaign optimisation
Shifted campaign goals from traffic to leads to align with real business outcomes.
search term control
Implemented ongoing audits to exclude DIY, competitor, and irrelevant searches.
negative keyword strategy
Built structured industry and campaign-level negative keyword lists to improve targeting precision.
cost reduction
Eliminated over $12,000 in wasted ad spend through efficient keyword and n-gram analysis.
account refinement
Optimised an already strong account by identifying and removing hidden inefficiencies.
our solution
We focused on tightening the account rather than rebuilding it. Structured industry and campaign-specific negative keyword lists were created and applied, ensuring irrelevant traffic (including DIY searches, competitors, and unrelated queries) was consistently excluded. Overseas traffic was also removed to protect budget.
Through detailed search term audits and n-gram analysis, we identified and paused expensive, non-performing keywords. This process alone significantly reduced wasted spend and improved overall campaign efficiency.
Conversion tracking was reviewed, cleaned up, and finalised to ensure all lead activity was being measured accurately.
Campaign assets were expanded with the addition of callouts, sitelinks, and structured snippets to strengthen ad performance. Marketing objectives were also shifted from “Website Traffic” to “Leads,” aligning the account with real business outcomes rather than surface-level metrics.
Throughout the process, we maintained clear and consistent communication with the client, ensuring they had full visibility into performance and confidence in the strategy moving forward.
results
From December 2025 to April 2026, the campaigns generated 1,200 conversions from 12,600 clicks, with a total ad spend of $34,800. This resulted in an average cost per conversion of $28.93, delivering strong lead volume at an efficient acquisition cost.
Beyond the headline numbers, the optimisation work uncovered and eliminated over $12,000 in wasted ad spend by pausing non-converting keywords and refining targeting.
This highlights an important reality: even well-performing accounts often have hidden inefficiencies that can significantly impact profitability.
This account is a clear example of how attention to detail (n-gram analysis and search term refinement) can improve performance without increasing budget. With a cleaner, more efficient structure now in place, the next phase will focus on scaling results.
Ready to come up with a plan of attack?
