Client projectLaLiga Academy
Google Search Ads (PPC) Case Study
LaLiga Academy Google Ads Case Study: 934 Conversions
LaLiga Academy needed more control over registration demand from paid search. Zenerom rebuilt campaign structure, keyword intent, ad relevance and conversion measurement around that objective.
934Conversions
94.7KImpressions
AED 4.12Avg. CPC
12.1%CTR
ClientLaLiga Academy
LocationDubai, UAE
Duration3 Months (Dec 2023 – Mar 2024)
PlatformGoogle Ads
Primary goalAcademy Registration Lead Generation
Project context
The challenge
The commercial and operational barriers the project needed to address.
Despite operating under a globally recognized football brand, LaLiga Academy Dubai faced significant challenges in converting search intent into consistent academy registrations through paid search.Key challenges included:
- High competition from local and international football academies in UAE search results
- Broad keyword targeting leading to low-intent traffic and wasted ad spend
- Poor ad-to-landing page relevance reducing Quality Scores and increasing CPC
- No granular campaign structure to differentiate between brand, training, and coaching intent
- Limited conversion tracking visibility across the registration funnel
- High cost per lead from generic campaign setups
- Difficulty reaching parents actively searching for structured youth football programs
Approach
Strategy and delivery
Granular Campaign & Ad Group Architecture Campaigns were structured around tightly themed ad groups — Football Academy, LaLiga Academy, Football Training, and Football Coaching — to ensure each ad group served a specific search intent, improving relevance scores and click-through rates across all segments.Intent-Focused Ad Copy Development Separate ad copies were developed for each ad group with messaging aligned to the searcher's intent — whether brand-aware, training-focused, or coaching-oriented. This approach directly improved Quality Scores and reduced CPC over the campaign period.High-Intent Keyword Strategy A structured keyword framework was implemented focusing on conversion-ready search terms. Search term reports were monitored regularly to identify high-performing keywords, eliminate low-intent traffic through negative keyword lists, and improve overall targeting efficiency.Smart Bidding & Budget Optimization Target CPA bidding was applied across campaigns. Budgets were actively managed by scaling high-performing ad groups and reducing spend on low-intent traffic segments, maximizing conversion volume within the AED 1,100/day budget.
Execution process
- Month 1: Campaign Setup, Keyword Research & Ad Group Architecture
- Month 2: Ad Copy Testing, Quality Score Optimization & Search Term Refinement
- Month 3: Bid Strategy Scaling, Budget Reallocation & Conversion Rate Optimization
Evidence
Results and performance
Figures and observations recorded for this engagement.
Performance Analysis & Growth Insights A detailed breakdown of the Google Ads campaign performance across impressions, clicks, conversions, and cost efficiency over the 3-month period.Impression & Click Performance The campaign delivered 94,700 impressions and 11,500 clicks over 3 months, achieving a strong 12.1% click-through rate — well above the industry average for education and sports verticals. This was driven by tight keyword-to-ad alignment and intent-focused ad copy across all ad groups.Conversion Performance 934 total conversions were recorded across the campaign period, with a cost per conversion of AED 50.59. Granular ad group structuring and ongoing search term optimization were the primary drivers of consistent conversion volume throughout the campaign.Keyword & Quality Score Improvements
| Ad Group | Focus | Outcome |
| Football Academy | Broad registration intent | Highest conversion volume |
| LaLiga Academy | Brand-aware searches | Lowest CPC, highest CTR |
| Football Training | Training program seekers | Strong mid-funnel performance |
| Football Coaching | Coaching-specific queries | High Quality Score improvement |
| Metric | Result |
| Total Ad Spend | AED 47,300 |
| Total Conversions | 934 |
| Cost Per Conversion | AED 50.59 |
| Avg. CPC | AED 4.12 |
| Total Clicks | 11,500 |
| Total Impressions | 94,700 |
| CTR | 12.1% |
- 934 Total Conversions
- 94,700 Impressions Delivered
- AED 4.12 Average CPC
- 12.1% Click-Through Rate
- 11,500 Total Clicks
- AED 50.59 Cost Per Conversion
Delivery stack
Tools and technologies
Platforms and delivery methods selected for this engagement.
Project conclusion
What the work established
The Google Search Ads campaign for LaLiga Academy Dubai successfully demonstrated how a structured, intent-based approach to paid search can deliver consistent lead generation at an efficient cost - even in a competitive sports and education market.By combining granular ad group architecture, hyper-relevant ad copy, high-intent keyword targeting, and smart bidding strategies, the campaign generated 934 conversions at AED 50.59 per lead within a 3-month period. The results validated a Quality Score-first approach over bid escalation - proving that relevance and structure drive better ROI than spend alone.
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