The challenge was threefold: strong competition in professional training, a large pool of semantically related but commercially weak keywords, and a tight advertising budget. Spending on the wrong keywords wasn’t an option.
We started with a full website audit and developed a prioritized list of recommendations — both for the existing site and for dedicated landing pages. The client implemented the site improvements, which we then used as the advertising destination.
Next, we segmented the target audience by training program type and level of intent. Each group got its own messaging and campaign logic. We connected the Uwindi app for call and lead tracking, built graphical ad creatives, configured remarketing by audience segment, and launched campaigns in Google Ads with tight keyword control — eliminating all commercially unprofitable queries from the start.
The results: 10.3% CTR on search campaigns, banner reach of over 1 million people in the education segment, and 400+ inbound leads and calls per month for training programs. Within 6 months, Iteco opened 3 new branches. Within a year, revenue, clients, and business volume had tripled. PPC became the company’s primary and most profitable acquisition channel — and has remained so ever since.
Want to build a PPC system that actually pays for itself? See how we approach PPC management and lead generation.
