Acacia Learning provide market-leading training programmes. 

They are specialists in Human Resources, Learning & Development, Health, Safety & Environment and Leadership training; covering the full spectrum from entry-level courses through to postgraduate-equivalent qualifications.

Acacia Learning’s 5 Star Trustpilot rating is testament to their passion for delivering the highest quality, most flexible training possible.

Emma Ryan, Acacia Learning
Emma Ryan, Marketing Manager

“The team at Ethos are just great.
Super responsive, thorough and knowledgeable.
Karen has loads of ideas and feedback too, which has really assisted us with our PPC strategy.
Highly recommended.”

The challenge

Acacia Learning had been running Google Ads for more than 5 years when we took over management of their account in April 2019.

When reviewing their account, we noticed that there were issues with conversion tracking, causing double-counting of form completions. Their account structure was also untidy, with multiple different ads triggered by the same keywords, making it difficult to analyse what was working and what wasn’t.

Action taken

Once the conversion tracking issues were ironed out, we had clarity on how the ads were performing.

We rebuilt the account from scratch, starting with in-depth keyword research. Once we’d agreed on the keywords that were a priority, we created new campaigns, focusing on narrowing the targeting to those most likely to convert.

Over the following months, we refined and adapted ads to complement the ongoing development of the Acacia Learning website. The combination of improved ads and an improved website led to positive metrics across the board, with far less wasted budget.


Click through rate improved from an average of 3.5% to 7.6%

Despite high keyword competition, the % of impressions in top position 1 increased from 18% to 23%

Bounce rate for paid traffic fell from 63% to 48%

Paid users spent 18% more time on the Acacia Learning website and viewed 30% more pages

The number of leads generated almost doubled

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