Google Ads & CRO case study
Search performance at scale
A search-growth partnership nearly a decade in the making. Built on strategy, sharpened by data, and designed to keep evolving.
Since 2017, Essence Adverts has combined Google Ads management with conversion rate optimisation (CRO) to turn Google Search into a long-term acquisition channel for E3mel Business, an Arabic-language professional education platform. In a reported three-year period, non-brand paid-search revenue grew more than 16-fold and ROI more than doubled.
Turn paid search into a growth engine.
E3mel Business is an Arabic-language professional learning platform offering courses, diplomas and advanced business education. To reach ambitious learners in Saudi Arabia and the wider Gulf, the academy had to compete for high-intent searches in an increasingly crowded online education category.
When our partnership began in 2017, a strong educational offer was not yet turning into the paid-search results the business needed: PPC revenue had fallen 26% year on year before the turnaround.
The brief went beyond generating clicks. We had to capture demand beyond branded searches, improve the economics of acquisition and build a search strategy able to grow with the academy’s expanding programmes and markets.
Rebuild search around intent.
We started with an in-depth Google Ads audit to find where account structure, targeting and ad relevance could work harder, then rebuilt the campaigns around a tighter link between search intent, keyword, ad message and landing page.
- A stronger account architecture. Tighter campaign and keyword groups concentrated investment on searches with clear commercial intent and gave us a better base for testing, relevance and Quality Score.
- Performance-led optimisation. Conversion and attribution analysis guided bidding, audiences, devices, locations and time of day, with special attention to the non-brand keywords that drive and assist revenue.
- Landing-page and conversion alignment. We matched messages and destination pages to the programmes people were searching for, and optimised around tracked actions across the journey, not just visits or impressions.
Search and conversion, managed as one.
What made the difference over the years was running Google Ads management and conversion rate optimisation together, not as separate projects. Paid search brought the right learners to the site; CRO made sure more of them took the next step.
We kept improving the landing pages and the journey from search to registration, refining messages, page structure and forms against the actions we tracked. Every gain in conversion lowered the cost of each result, which let the same budget compete for more searches, and that compounding effect is what kept growth going year after year.
A strategy built to evolve.
Since 2017, the partnership has grown with the business. As E3mel Business added new learning options, including diplomas and MBA programmes, we expanded keyword coverage and campaign strategy to capture demand for each new offer.
As the academy’s regional reach grew, the campaigns grew with it. Search behaviour, competition, programmes and audiences changed over the years, which called for continuous optimisation rather than a one-off launch.
The objective stayed the same: sustained, profitable search growth. Reach learners who had not yet heard of E3mel Business, convert relevant demand efficiently and scale revenue without losing control of return on investment.
Growth that compounded.
The account snapshot shows EGP 62.5 million in recorded advertising spend, 819,000 tracked conversion actions and an average cost per conversion of EGP 76.22. It covers the account’s whole history, from October 2011 to October 2026, including the years before our partnership began in 2017, so its totals are not ours alone. Conversions combine several tracked actions, such as leads, registrations and purchases, rather than 819,000 course sales.
Not one campaign. A partnership since 2017.
A sustained search-marketing partnership that turned paid search from an underperforming channel into a disciplined, measurable engine for growth, evolving with E3mel Business year after year.
Let's Create Something That Matters.
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