The Problem
The Challenge
A coaching centre was paying ₹85 CPC on Google Ads — 3x more than their competitors for the same keywords. The cause: a poorly designed landing page with a Quality Score of 4/10. They were essentially paying a "tax" to Google for having a bad experience.
Key Insight
"Google rewards relevance — matching the landing page headline exactly to the ad copy keyword boosted Quality Score by 4 points in 48 hours."
How We Solved It
Strategy & Execution
Rebuilt the landing page from scratch with 3 core Quality Score levers: Ad Relevance (headline matched the search keyword exactly), Expected CTR (added social proof in the hero — "1,200 students placed"), and Landing Page Experience (mobile speed below 2 seconds, single clear CTA, no navigation menu to distract).
01
Audited the original page — found mismatched headlines (ad said "IELTS Coaching", page said "Overseas Education"), no mobile optimisation, and 4.8s load time.
02
Rewrote all above-the-fold content to mirror the exact ad copy keywords that triggered the visit.
03
Optimised page speed: compressed images (saved 1.2MB), removed unused scripts, enabled lazy loading — load time dropped to 1.9s.
04
Added trust signals: student testimonials, placement logos, a visible phone number, and a single "Book Free Demo Class" CTA button.
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