Many education businesses invest heavily in Google Ads but struggle to turn traffic into consistent enrollments. In this case study, NEMI ADS partnered with DOL English to transform underperforming campaigns into a scalable lead generation system. By applying a structured, data-driven strategy, we helped the brand improve lead quality, reduce costs, and build a predictable pipeline for student acquisition.
1. Project Overview & Context
DOL English (IELTS Đình Lực) is a leading IELTS training academy in Vietnam, known for its proprietary learning method and strong student outcomes. As the business entered a rapid expansion phase across both offline centers and online platforms, it needed a more scalable and predictable way to generate student leads through Google Ads.
However, despite strong brand demand, their advertising performance remained inconsistent and difficult to scale.
- Company: DOL English (IELTS Đình Lực)
- Industry: Education / IELTS Training
- Headquarters: Vietnam
- Target customers: Students preparing for IELTS, university students, and working professionals
- Business stage: Scaling phase (offline + online expansion)
- Marketing goal: Generate high-quality leads and optimize cost per enrollment
- Key issue: High CPL, inconsistent lead quality, and lack of scalable campaign structure
2. Key Challenges Identified
Before working with NEMI ADS, DOL English had already been running Google Ads campaigns, but performance lacked consistency and predictability.
Campaigns were generating traffic, yet many leads were not ready to enroll. This resulted in inefficient budget allocation and difficulty scaling campaigns.
Keyword targeting was too broad, attracting low-intent users. At the same time, conversion tracking was incomplete, limiting the ability to optimize campaigns based on real data.
From a business perspective, DOL needed:
- Lower cost per qualified lead
- Higher conversion rate to enrollment
- More stable and predictable lead flow
But the actual performance showed:
- CPL remained high (~150,000 – 250,000 VND per lead)
- Lead quality was inconsistent
- No scalable system for growth
3. Strategic Approach & Implementation
NEMI ADS rebuilt DOL’s Google Ads ecosystem from the ground up, focusing on conversion, efficiency, and scalability.
Account Structure Optimization
We restructured campaigns into clear segments:
- IELTS courses by band level (5.0, 6.5, 7.0+)
- Intensive and fast-track IELTS programs
- Branded and competitor campaigns
This improved targeting accuracy and budget allocation.
High-Intent Keyword Strategy
We shifted from broad keywords to high-intent queries such as:
- “IELTS preparation course”
- “IELTS center near me”
- “IELTS intensive course Vietnam”
This ensured traffic quality aligned with real enrollment intent.
Funnel & Landing Page Optimization
Landing pages were optimized to increase trust and conversion:
- Highlight student success stories and band scores
- Showcase testimonials and social proof
- Clear CTA: book consultation or placement test
Tracking & Data Accuracy
We implemented full conversion tracking using Google Tag Manager:
- Form submissions
- Consultation bookings
- Key engagement actions
This allowed continuous optimization based on real performance data.
Smart Bidding & Scaling
We applied a phased approach:
- Phase 1: Data collection
- Phase 2: Target CPA optimization
- Phase 3: Scaling high-performing campaigns
4. Performance Outcomes & Key Results
Within three months, the results were clear and measurable:
- Leads Generated: 1,250+ qualified IELTS leads
- Cost per Lead: Reduced from ~200,000 VND → 95,000 VND (-52%)
- Conversion Rate: Increased from 3.1% → 6.2%
- CTR: Improved from 4.5% → 8.1%
More importantly, lead quality improved significantly:
- High-intent leads increased from ~40% → 78%
- More students ready for consultation and enrollment
From a business perspective:
- Estimated 120+ enrollments within 3 months
- Average course value: 8–15 million VND
- Generated revenue pipeline: ~1.2 billion VND+
What once felt like inconsistent advertising performance was transformed into a structured and scalable student acquisition system, with a stronger paid media foundation that can also support future expansion through Facebook ad accounts.
This case study highlights how a well-structured Google Ads strategy can turn inconsistent performance into a reliable growth channel for education businesses. By focusing on high-intent targeting and a conversion-driven funnel, DOL English was able to build a more predictable and scalable enrollment system. If you’re aiming to improve lead quality and scale your marketing performance, see how NEMI ADS can support your growth journey.
