A high-volume continuing education platform had accumulated years of campaign debt — overlapping ad groups, redundant keywords, poor quality scores, and no coherent account structure. Performance had plateaued despite increasing spend. ROAS was declining quarter over quarter and the team had no clear view of which campaigns were actually driving enrollments.

Rebuilt the entire Google Ads account from the ground up. Consolidated campaigns around clear intent tiers, restructured keyword architecture to eliminate cannibalization, implemented PMAX alongside tightly controlled brand and non-brand search campaigns, and built a reporting framework that tied ad spend directly to enrollment revenue. Added conversion tracking validation to ensure optimization signals were clean. Result: Improved ROAS within 60 days of relaunch with a cleaner structure the internal team could actually manage.