International paid-media strategy for a US coaching company

The challenge

A US company coaching students in study skills and executive functioning wanted to grow paid acquisition beyond its home market and beyond a single ad platform — without duplicating spend into markets or keywords that wouldn’t convert, and without measurement gaps making the results unreadable.

What we did

We started where every expansion should: measurement. Conversion tracking was reviewed and consolidated so the platforms optimised toward the events that matter commercially. We then built an international campaign methodology — how to select and sequence markets, structure campaigns for them, and judge early signals — and extended coverage to Microsoft Advertising alongside Google, with competitor paid and organic activity monitored for context.

All ongoing changes run through our ad-management platform: proposed with evidence, human-approved, and checked for outcome after application.

The outcome

The client now expands internationally against a written methodology instead of ad-hoc bets. Conversion tracking was consolidated so the bidding algorithms are fed one consistent signal, Microsoft Advertising was added alongside Google so the same audiences are contested on a second platform, and every change made through the platform is logged.