The Challenge
Strong Point Education and Training Institute offers professional healthcare certification programs like the Certified Nursing Assistant (CNA) course in Dubai and Abu Dhabi. However, despite good keyword intent and active campaigns, their existing Google Ads efforts were falling short in performance due to:
An outdated landing page with dense content and poor mobile UX
Low-quality lead inflow with minimal qualification
No tracking for important engagement events like WhatsApp or brochure clicks
Inefficient ad formats and limited data to optimize effectively
The Solution
To improve lead generation and campaign efficiency, we implemented a full-funnel performance strategy that focused on three core areas:
Landing Page Overhaul
Replaced the old static page (https://www.strongpointedu.com/certified-nursing-assistant/) with a conversion-focused, mobile-optimized page (https://www.strongpointedu.co/).
Reduced text clutter, improved font hierarchy, and added real classroom visuals and screenshots of student reviews.
Clearer CTAs like "Download Brochure" and "Enquire Now", supported by strategically placed lead forms.
Multi-Conversion Tracking Setup
Enabled granular tracking for: Lead form submissions (course enquiry), Brochure downloads (PDF gated behind lead form), WhatsApp link clicks (simple click-to-chat integration).
These additional conversion signals helped Google's algorithm optimize for higher-intent users.
Campaign & Channel Optimization
Continued using high-intent manual search keywords.
Added Display remarketing and Demand Gen campaigns for additional reach and mid-funnel nurturing.
Used exclusion lists and audience signals to improve ROAS across platforms.
The Results
Comparison: September 2022 vs April 2025 (Same Monthly Budget)
Metric
Sept. 2022
April 2025
Monthly spend
AED 5,000
AED 7,500
Impressions
362,560
1,376,216
CTR (Search)
7.5%
10%
Clicks
1,770
7,400
Overall Conversion Rate
7.5%
14.5%
Overall Conversion Rate
-
250/month
WhatsApp InquiriesBrochure Downloads
-
350+ monthly
Lead Quality Improved: Enquiries became more informed and conversion-ready.
Faster Conversion Cycles: WhatsApp and brochure funnels brought faster engagement and direct interaction with admissions.
Stronger Funnel Coverage: With Display & Demand Gen, mid-funnel and retargeted users converted at higher rates.
Key Takeaways
Landing page design and messaging matters: even with the same CTAs, better layout and visuals doubled the CVR.
Gated lead magnets like brochures generate higher-qualified leads.
Tracking multiple conversion types helped feed richer data into Google’s optimization engine.
Display remarketing and Demand Gen were crucial in scaling results without increasing CPL.
Looking Ahead
The success of this campaign is now being scaled across other courses and regions. With solid conversion infrastructure and creative testing in place, Strong Point is set up for consistent lead growth in the healthcare training vertical.
