Emerge Digital Group

Case Studies

Live2Learn Academy

B2C Lead Generation

Virtual Tutoring

Client Overview

Live2Learn Academy is a virtual tutoring business focused on helping students from grades 7-12 perform their best academically. As a B2C services business, they were looking for ways to generate a reliable flow of leads to scale their operations and hire additional tutors.

Results

Comparing our first 30-days working together to the last 30-days, Emerge has been able to:

54%

Decrease in cost per lead (CPA)

229%

Jump in number of leads

39%

Higher conversion rate (CVR)

35%

Cheaper cost-per-click (CPC)

Client Objectives

The owner of Live2Learn Academy wanted to:

Generate leads consistently to justify the hiring of new tutors.

Step back from teaching to focus on sales, logistics, and processes.

Ensure that the cost per acquisition (CPA) remains low to make the business model profitable, even at scale.

Initial Challenges

The client faced several challenges, including:

A very basic and underwhelming website that lacked key information needed to drive conversions.

No previous Google Ads account or experience in running paid advertising.

Limited knowledge of important business metrics like close rates, student lifetime value (LTV), and CPA.

A limited monthly budget, as the client wanted to see results before committing more resources.

Approach & Strategy

We implemented a full-scale digital marketing strategy to build a reliable lead generation channel:

Landing Pages: Leveraged CRO expertise to create new, subject-focused landing pages that maximized conversion rates by targeting specific academic needs.

Tracking & Data: Established conversion tracking and web analytics to gain a clear understanding of important KPIs like CPA, conversion rates, and student LTV.

Google Ads Setup: Since the client had no previous account, we built a new Google Ads account from scratch, focusing on highly targeted search campaigns with a consolidated approach to gather data and optimize quickly.‍

Budget Management: Worked within the client’s limited budget to ensure every dollar was used effectively while still gathering enough data to optimize over time.

After completing the development of highly conversion rate optimized landing pages for each of Live2Learn Academy’s tutoring subjects, we activated their Google Ads campaigns. During the first month, we treated it as a learning phase to gather data on high-performing keywords and geo-locations. After the learning phase, we implemented optimizations based on the data, refined keyword targeting from search query reports, and began seeing rapid reductions in Cost/Conv (CPA), driving significant improvements in ROI.

The client paused their ads during the summer break to focus on scaling operations after a surge in student enrollments in the initial months of working with Emerge. They expanded their team by hiring five additional tutors and streamlined operations to accommodate the growing demand, while ensuring the quality of their services remained high.

When the client was ready to scale lead volume back up, we leveraged all the learnings from earlier campaigns. This time, we achieved record-breaking lead volumes at record-low CPAs by implementing advanced goal-based bidding strategies. We also used portfolio bid strategies to cap CPCs, driving more traffic for less and improving overall campaign efficiency.

Unique Takeaway

The unique takeaway from this case study is that Live2Learn Academy had a profitable business model but lacked the marketing strategy to find new customers at scale. After partnering with Emerge, they were able to grow significantly within a single school semester, despite having a basic website and no prior experience with Google Ads. This growth allowed them to scale their business and expand their offerings.

Client Impact

Thanks to the steady stream of leads, Live2Learn Academy was able to:

Justify hiring additional tutors.
Expand their monthly recurring revenue.
Broaden their tutoring service to support additional grades like 7 and 8.
Add SAT tutoring, something they didn’t have the capacity for before the new growth.

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