About
An international education organization approached our PPC team to rescue an underperforming campaign for a large-scale online event.
Oneness Movement is an international personal-growth and global consciousness organization specializing in transformational education and wellbeing through guided experiences. Marketing in this niche presents unique challenges: audiences are international and culturally diverse, and purchase decisions are emotionally driven but often accompanied by skepticism, so trust and clarity become critical.
The advertising budget for the event, a three-day virtual summit with hundreds of thousands of potential attendees, exceeded $100,000, but acquisition costs were high, and conversions were constrained by landing page friction. Our goal was to drive registrations at scale while dramatically reducing cost per acquisition.
Challenge
- CPA was way above target benchmarks for an upcoming event
- Conversion drop-off between ad click and form completion
- Tracking inconsistencies made it unclear which audiences actually drove registrations
- Media structure mixed cold and warm audiences under the same bidding logic
One example: visitors were asked to manually select their time zone from a long list of 20–30 options (PST, EST, CET, etc.), adding unnecessary cognitive load before registration. For an event targeting a broad international audience, this friction was costly.
Solution
Full PPC restructure included:
- Rebuilding campaign architecture
- Refined targeting and audience segmentation with cleaner intent mapping
- Adjusted bidding strategy
- Cleaned up tracking and attribution
- Eliminating inefficient spend.
We then addressed the conversion bottleneck on the landing page. The original flow created unnecessary friction for an upcoming event, including a lengthy timezone selection dropdown that forced users to scroll through dozens of options before completing registration. We redesigned the page to simplify the message hierarchy, clarify the value proposition, and remove unnecessary steps.
Results
- 6–7x reduction in cost per acquisition
- Significantly improved landing page conversion rate
- Higher quality registrations at lower spend
- Registration volume increased while staying within the set campaign budget
Large budgets don’t guarantee performance. In this case, the issue was structural inefficiency inside the funnel. Once the bottleneck was diagnosed and removed, paid media became predictable and scalable in a short timeframe.
If your ad spend is high but results feel constrained, the issue may be structure and conversion flow. Let’s review your account and identify where efficiency is being lost.
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