Generate consistent enquiries without allowing CPA to rise

Driving school demand is highly influenced by location and the specific service a learner is searching for.

The challenge was to capture relevant demand across the Netherlands while maintaining control over acquisition cost and ensuring campaign spend remained focused on users showing stronger intent.

• Capture high-intent learner demand
• Maintain consistent conversion volume
• Control acquisition cost across locations and services

Location and service segmentation created clearer control.

Combining different locations and services into the same campaign can make it harder to understand where conversions are coming from and where budget should be allocated.

Search campaigns were segmented by location and service so performance could be evaluated more clearly and investment could remain aligned with relevant demand.

• Campaigns segmented by geographic location
• Services separated around relevant search demand
• Budget allocation supported by clearer performance signals

Search intent guided traffic. Target CPA guided efficiency.

Keyword targeting focused on users actively searching for relevant driving education services rather than broad traffic.

Target CPA bidding supported the campaign by optimizing toward conversions while maintaining focus on acquisition efficiency.

• High-intent Search traffic prioritized
• Keywords aligned with service demand
• Target CPA bidding focused on conversion efficiency

CPA showed whether conversion growth remained efficient.

Conversion volume alone does not show whether paid acquisition is performing efficiently.

Performance was therefore evaluated against total conversions and cost per acquisition. This kept optimization focused on generating more learner enquiries without losing control of the cost required to acquire them.

Reporting centered on three decisions:

What should scale? What should improve? What should stop?