Google & LinkedIn ads strategy for Cranlana’s leadership courses
+100%
Increase in non-branded google ads applications
5.4x conv. rate
Increase non-branded Google Ads conversion rate
Performance marketing case study
Cranlana was experiencing low course intake rates and operating under tight marketing budgets. The majority of their existing spend was tied up in Google brand campaign, targeting a non-competitive space where no other advertisers were bidding. As a result, the business was primarily paying to capture users who were already searching for them, rather than driving new interest or market expansion.
While this approach maintained visibility among those already familiar with the brand, it limited opportunities to attract and convert new audiences.
Pivoting from demand capture to active growth
To shift the growth trajectory, we:
Reallocated budget from branded search into non-branded cold audience campaigns
Introduced expressions of interest funnel (EOIs) to capture early signals of intent
Built a retargeting layer to convert interest into action at a significantly lower cost
This approach turned a flat performance curve into a functional acquisition funnel designed to convert both cold and returning traffic, even within budget limitations.
Results
+130% increase in non-branded conversions
Increase in enrolments from non-branded search campaigns, proving that demand could be generated, not just captured.
5.4x conv. rate
Increase non-branded Google Ads conversion rate
A website that now works as a funnel
With EOIs embedded throughout key program pages, Cranlana’s site now functions as a persistent conversion tool, capturing early interest around the clock.
