Google Ads Meta Ads YouTube A/B Testing Mobile-First UTM Tracking GA4

How We Reached 2.68 Million People
With a $1,300 Budget

A full case study of the Wright State University MSLSCM digital marketing campaign targeting Kathmandu, Nepal — February to April 2025. An 8-week multi-channel campaign that delivered exceptional ROI through continuous data-driven optimization.

2.68M+

Total Impressions

12K+

Link Clicks

$6.76

Best Cost/Conv.

98.4%

Mobile Conversions

Project Overview

The Brief

The goal was to promote the Master of Science in Logistics and Supply Chain Management (MSLSCM) program at Wright State University to prospective students in Kathmandu, Nepal. With a budget of just $1,500 and an 8-week timeline, the campaign needed to maximize awareness and drive genuine enrollment inquiries from a very specific demographic — young professionals aged 21–35.

The campaign emphasized three key program differentiators: affordability, STEM classification, and rigorous course curriculum. Channels deployed included Google Search Ads, Google Display Network, YouTube video ads, and Facebook/Instagram sponsored posts.

$1,300

Total Budget Spent (of $1,500)

8 Weeks

Campaign Duration (Feb–Apr 2025)

Channels — Google, YouTube, FB, IG

Campaign Performance

The Numbers That Mattered

The campaign delivered strong results across all channels. Google Search Ads drove high-intent traffic, YouTube generated massive reach and engagement, and social media created broad awareness — all within a modest $1,300 budget.

Figure 1: Google Ads Dashboard — Clicks & Conversions Timeline (Feb 18 – Apr 17, 2025) | 8.64K Clicks · 56 Conversions · $8.13 Cost/Conv

Channel	Budget	Impressions	Clicks / Views	Key Result
Social Media (FB/IG)	$373	2.68M+	12K clicks	32.63% top CTR
Google Search Ads	$193	224K	7.52K clicks	$9.65 cost/conv
YouTube Video Ads	$734	1.34M	735K engagements	54.61% completion
TOTAL	$1,300	2.68M+	12K+ clicks	$6.76 best CPA

Keyword Strategy

From Broad to Precise

The campaign started with broad industry terms and evolved toward high-performing niche keywords based on real-time data. The discovery that "Warehousing" delivered a 26.41% CTR — nearly 9x the higher education average of 3–5% — was a turning point that shaped the entire keyword strategy.

📊 Keyword Performance by Cost, Clicks & CTR

🔍 Top Search Queries Triggering Ads

Keyword	Cost	Clicks	CTR	Performance
Supply Chain Management	US$82.10	348	9.64%	Strong
Warehousing	US$58.73	272	26.41%	⭐ Top Performer
Logistics	US$56.17	245	7.37%	Good
supply chain management	US$22.07	109	32.63%	⭐ Top Performer
Inventory Management	US$21.79	223	5.14%	Average

The Biggest Discovery

Mobile-First Changed Everything

The single most impactful insight of this campaign was the overwhelming dominance of mobile devices. After discovering that 87.9% of ad costs and 95.9% of clicks came from mobile devices, the team made a decisive pivot — redesigning all ad formats, landing pages, and scheduling for mobile users.

📱 Device Performance — Mobile Dominance

🌐 Network Performance — Display vs Search

87.9%

of ad costs from mobile

95.9%

of clicks from mobile

100%

of conversions from mobile

📱

Redesigned all landing pages and ad formats specifically for mobile user experience after the discovery

⏰

Optimized ad scheduling based on daily performance data showing highest engagement in early morning hours (00:00–06:00)

📣

Incorporated mobile-specific calls-to-action that addressed on-the-go user behavior

Timing & Scheduling

When the Audience Was Listening

Performance data revealed clear patterns in when the target audience in Kathmandu was most active. Early morning hours consistently outperformed all other time slots, leading to strategic ad scheduling changes that improved overall campaign efficiency.

Figure 2: Performance Heatmap — Darker blue = higher clicks | Early morning (00:00–06:00) Mon–Wed performed best

🌅

00:00–06:00 consistently showed the strongest performance across all days

📅

Monday through Wednesday mornings recorded the highest engagement overall

📉

Performance gradually decreased throughout the day with minimal activity after noon — suggesting audience checked ads during morning commute

Budget & ROI

Making Every Dollar Count

Budget was redistributed throughout the campaign based on performance data. The top-performing campaign achieved a $6.76 cost-per-conversion — well below the higher education industry average of $15–25 per conversion.

Figure 3: Campaign Performance Summary — Cost, Conversions & Cost-per-Conversion by Campaign

Campaign	Cost	Conversions	Cost/Conv.
Spring25.MSLSCM.nepal.Search	US$229.94	34	US$6.76 ⭐
Spring25.MSLSCM.NEPAL.Search	US$131.92	17	US$7.76
Spring25.MSLSCM.Nep.Search	US$93.22	5	US$18.64
TOTAL / AVERAGE	US$455.08	56	US$8.13

Campaign Evolution

How the Strategy Changed

The campaign was not static — it evolved continuously over 8 weeks based on data signals. Here's how each major area shifted from initial approach to final optimized strategy.

📝 Content Strategy EVOLVED

Before: Basic student testimonials and generic program overviews.

After: Authentic Nepali student experiences at WSU, storytelling formats built from audience response data.

🔑 Keywords REFINED

Before: Broad STEM and general supply chain terms.

After: Targeted niche keywords like "Warehousing" (26.41% CTR) and program-specific terms.

👥 Audience EXPANDED

Before: Only prospective students aged 21–35.

After: Expanded to include parents; content highlighting long-term career ROI and program value.

💬 Messaging SHIFTED

Before: General program benefits and features.

After: Affordability-first messaging with cost-value comparison against competing programs.

📱 Device Strategy PIVOTED

Before: Standard formats across all devices.

After: Full mobile-first redesign after discovering 87.9% of costs and 100% of conversions came from mobile.

💰 Budget REALLOCATED

Before: Even distribution across campaigns.

After: Shifted to top-performing campaign ($6.76 CPA), cutting spend on high-cost campaign ($18.64 CPA).

Key Takeaways

10 Lessons Learned

Every campaign teaches something. Here are the most impactful lessons from this project that I carry into every marketing challenge.

Continuous Testing is Essential

Digital marketing requires constant experimentation — what works in week 1 may not work in week 4.

Mobile-First Always Wins

98.4% of conversions came from mobile. Always design for mobile first, desktop second.

Let Data Drive Decisions

Every keyword, headline, and budget change was driven by performance metrics — not assumptions.

A/B Testing Delivers Results

Testing multiple ad versions identified exactly what resonated with the Nepali target audience.

Video Beats Static Every Time

Short videos generated significantly higher engagement than flyers across all platforms.

UTM Parameters are Non-Negotiable

Accurate cross-channel attribution was only possible because of proper UTM tracking from day one.

Search Ads Drive Quality Leads

Search campaigns produced more authentic conversions — users actively searching show real intent.

Start Small, Scale Winners

Test with small budgets first, identify what works, then scale investment into top performers.

Timing Matters as Much as Creative

Early morning (00:00–06:00) dramatically outperformed all other time slots for this audience.

Education Marketing Needs Patience

Conversions built momentum after week 4 — educational decisions take longer consideration periods.

How We Reached 2.68 Million PeopleWith a $1,300 Budget