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EdTech Paid Media 150% Growth in Leads

Certification Planner: Scaling Global Enrollments

How we helped a leading professional training provider achieve 150% growth in qualified leads and fill training batches globally through intent-based search.

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About The Client

Certification Planner is a leading global professional training provider specializing in PMP, Lean Six Sigma, and tech certifications. Operating in highly competitive markets across North America, they needed a scalable way to fill training batches consistently while managing rising acquisition costs and improving batch fill rates.

The Challenge

Sky-High CPCs

Keywords like "PMP certification" are among the most expensive in the industry, making profitability a constant struggle for search campaigns.

Batch Fill Rates

Training batches have fixed dates. If seats aren't filled by the start date, the revenue potential for that specific batch is lost forever.

Trust Deficit

With many operators in the space, building immediate trust with corporate professionals was critical for driving high-ticket enrollments.
Our Strategy

Intent-Based Precision

01

Intent-Based Search

Instituted a “high-intent only” policy for search ads, focusing budget exclusively on users searching for “certification exam dates” rather than generic informational queries.

02

LinkedIn B2B Targeting

Enabled direct targeting of L&D managers and Team Leads at Fortune 500 companies to secure bulk corporate training contracts.

03

Trust-First Landing Pages

Redesigned landing pages to showcase accreditation badges, previous batch photos, and alumni success stories to bridge the trust gap instantly.

The Impact

Sustainable enrollment growth through significantly reduced acquisition costs and better landing page performance.

Lead Volume
150%
Consistent flow of qualified candidates for every batch.
Cost Per Lead
-40%
Improved ad efficiency through intent targeting.
Conversion Uplift
35%
Better landing pages meant more applicants per click.
“
"The White Chalk Media didn't just bring us leads; they brought us students. Their understanding of the education manufacturing cycle helped us fill batches that were previously struggling."

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The Science of Scale

How we engineer 10x growth for our partners.

The Data Foundation

Most Google Analytics setups are broken. We implement Server-Side Tagging (GTM) and Offline Conversion Tracking (OCT) to feed real revenue data back into ad platforms, optimizing for ROAS, not just clicks.

The Content Moat

In the age of AI, average content is a commodity. We build authoritative resources—calculators, research papers, and data studies—that earn high-authority backlinks naturally, lifting your entire domain.

The Testing Loops

Optimization is an infinite game. We run high-velocity testing cycles—A/B testing, multivariate headlines, and IP-based personalization—to relentlessly refine the user journey and revenue per user.

The Attribution Puzzle

We use Multi-Touch Attribution (MTA) models to give credit where it's due, preventing you from pausing "top of funnel" campaigns that look expensive but are actually driving all your awareness.

The TWC Philosophy

Most agencies guess. We calculate. In an industry rife with "guru" tactics, we stand for radical transparency. We don't hide behind jargon; we show you the raw data and the clear path to ROI.

Marketing is not an art; it is a science of human behavior quantified by data. Our team is built of engineers, data scientists, and psychologists specialized in performance advertising.

Powering Growth With

GA4 360 Ahrefs Enterprise Looker Studio BigQuery HubSpot CRM Python ML