Vocalmeet builds e-learning software and sells its own self-paced Agile certification course worldwide. Midsummer Agency took over its paid search on Google and Microsoft Ads, and in 5 months conversions rose 275% while CPA fell 54%.
PPCCRO
Vocalmeet builds software for organizations and associations: learning management, continuing education, and member and event management, with live streaming and e-commerce built in. Alongside the platform, it sells its own self-paced Agile certification course online, to individuals and to teams.
Selling that course through search asks a lot of the account, in 3 ways.
Vocalmeet came to us to grow course sales in the US and Canada, and then further afield.
Vocalmeet wanted more people buying the Agile course, at a cost per sale the course price could support. Clicks in training are expensive and the course is priced to compete, so every click needed to come from someone likely to enroll.
There was room to make the account work harder for the course.
A single course page carried the sale from start to finish, so the page itself became part of the job too.
We started on Pay Per Click, rebuilding Google Ads and bringing in Microsoft Ads a couple of months later. CRO followed, studying how visitors moved through the course page.
ServicesGoogle Ads · Microsoft Ads
We rebuilt the account around country and match type. The US and Canada each got their own campaigns, and the searches that had already produced sales moved into exact-match campaigns with a budget of their own, where we could push them hard. Scripts checked every ad link daily, so no click landed on a dead page.
A self-paced course at a competitive price is a great buy for the right person, and the wrong course for someone hunting a big-name certification. So we let the ad do the sorting. We tested headlines with the course price in them against ads without, and paused the price-free ads within days.
From there we kept iterating through 4 price variants. A refund guarantee joined the ads and the callouts, a promotion extension flagged the discount, and each round we kept the variant selling at the lowest CPA.
The course teaches Agile, and the client warned us early that it is more Agile training than Scrum. We bid carefully on Scrum terms, paused broad certification searches like “PMI-ACP” and “agile project management” that drew people after a different credential, and blocked the free-answer and course-marketplace searches.
Desktop converted at more than twice the rate of all devices combined, so we pulled mobile bids right back and reopened mobile only where it had already sold.
Over the following months we pointed the campaigns at the steps that lead to a sale, moved phone calls to a secondary goal, and switched attribution from last click to data-driven, so the bidding learned from the whole path to purchase.
ServicesConversion Audit
With paid traffic flowing, we turned to what visitors did once they arrived. We set up Microsoft Clarity and watched real sessions through heatmaps, scroll maps and recordings, to see where people slowed down, what they read, and where they left.
We then studied how competing course sites present their programs, and turned both sets of findings into changes for Vocalmeet to test on the page’s UX and conversion rate. As results came in, we helped analyze the data and validate each hypothesis.
In the first 5 months, conversions rose 275%, CPA fell 54% and ROAS climbed 62%. The price-led ads, the tighter keyword list and the desktop focus all pulled in the same direction: fewer wasted clicks, and more of the right learners reaching checkout.
Dario
Pay Per Click
Built and ran the campaigns day to day: the rebuild, the bidding, the international push, Dynamic Search Ads and Microsoft Ads.
Valentinas
Pay Per Click
Audited the account before launch, then ran the price-led ad tests and the keyword pruning.
Ecommerce plus physical stores? B2B and B2C under one roof? One market or eleven? The businesses other agencies find too complex are the ones we make shine.
