Conversions more than doubled (+103% MoM) while cost per lead dropped -29%, proving a human-led, flexible PPC approach delivers real results.
National Compliance Training is a leading UK B2B provider of compliance and safety solutions, delivering both classroom-based and SaaS-powered programs. Known for high-quality, accessible training, they help individuals and businesses of all sizes maintain compliance and improve workplace safety.
National Compliance Training testimonial
The impact
Over six months, our hands-on, responsive PPC strategy has driven significant growth across clicks, conversions, and efficiency for National Compliance Training.
Comparing the last 6 months versus the previous 6 months there was:
+52%
Clicks (6M vs. P6M)
+75%
Interaction rate CTR (6M vs. P6M)
-5%
Cost per Click (6M vs. P6M)
+103%
Conversions (6M vs. P6M)
+5%
Conversion Rate (6M vs. P6M)
-29%
Cost Per Lead (6M vs. P6M)
The challenge
National Compliance Training (NCT) wanted to explore how they could improve their paid advertising performance, specifically Google PPC, to drive more leads and reach their target audience. Initially, they managed campaigns internally using guidance and recommendations from Google.
Early results were promising, but over time the account hit a performance wall. Despite significant ad spend, returns began to diminish. Campaigns had become overly grouped, reducing clarity and segmentation, and making it harder to understand which services were driving value. This lack of visibility contributed to a decline in lead volume, sales, and overall profitability.
There were also growing concerns around conversion tracking. Double-counted leads and discrepancies between Google Ads, reporting dashboards, and the CRM meant conversion volumes, conversion rates, and CPA figures could no longer be trusted. With no clear insight into why PPC was no longer delivering the ROI it had 12 months earlier, confidence in the channel began to drop.
For Rob Jepchote, Director of Quality and Compliance, it became clear: NCT needed a specialist team to manage their campaigns with expertise, strategy, and someone they could easily pick up the phone too.
Our strategy
Our strategy was simple: combine data-driven PPC expertise with insight from the people who know the business best.
We started by understanding NCT’s existing performance, conversion tracking, audience, services, and goals to get our roadmap in place. From there, we built a road map and campaign structure that could resolve the disparity seen in reporting and deliver immediate lead generation, while remaining flexible enough to adapt to changes in course availability and future service expansion.
Unlike generic recommendations from Google, our approach was human-led and hands-on, we continuously monitored performance, interpreted the data in context, and adjusted campaigns based on real-world insights from NCT’s teams.
Our execution
Managing NCT’s PPC campaigns was about more than setting up ads, it was about active, ongoing collaboration. We worked closely with the internal team to understand course bookings, availability, and new offerings, ensuring campaigns could react in real time to changes.
We rebuilt the account from the ground up, resolving long-standing conversion tracking, reporting, and segmentation issues. This gave NCT clear visibility over performance and allowed budgets to be allocated efficiently across services and products.
Every ad, keyword, and bid was monitored, tested, and optimised based on performance data and the evolving business context. This hands-on approach meant we could pivot campaigns quickly when courses were full, cancelled, or changed, keeping lead generation consistent and maximising ROI.
Regular reporting and strategic reviews allowed NCT to see exactly what was driving results, while our human-led approach ensured the campaigns reflected the nuances of the business, audience, and compliance sector.
Our results speak for themselves with conversions more than doubling +103% compared to the last 6 months while cost per lead dropped -29%. Proving a human-led, flexible PPC approach delivers real results.