CWB Group records 26% more purchases with campaigns built for distinct audiences.

CWB’s internal teams needed a dependable partner who could bring expert PPC support, keep new creative coming and improve performance across Google, Meta and LinkedIn. The job went beyond managing campaigns. It meant helping four different parts of the organisation grow.

Selling an online course is different from reaching a company seeking ISO registration. Certification brings another set of needs. Growing an association means giving people a reason to join and stay involved.

Each audience needed a different message and a different next step. A campaign that worked for one segment could miss the point for another. And with three platforms to manage, keeping the work coordinated mattered as much as keeping it moving.

We worked as an extension of CWB’s internal teams. Creative planning, ongoing production and campaign optimisation supported four distinct priorities: online learning, B2B ISO registration, certification and association growth.

That meant understanding what each audience was trying to achieve. For a learner, the next step might be choosing the right course. For a business, it could be finding the right registration or certification service. The advertising needed to meet those different needs clearly.

We paired ongoing creative production with hands-on campaign optimisation across Google, Meta and LinkedIn. Performance data helped us decide what to refine next.

On Google, service-specific campaigns and focused ad groups connected searches with relevant offers. We refined search terms, tested copy and adjusted bids and budgets. When display activity failed to produce conversions, we redirected investment towards course search campaigns.

We kept purchases, account registrations and enquiries separate in reporting so CWB could see progress against different goals.

Our support also extended to the American Welding Program, the US education programme introduced jointly by CWB and EWI. We brought similar PPC support to its work, helping the partnership reach beyond Canada.

Google campaigns delivered 26% more tracked purchases and 41% more account registrations year over year.

Behind those results was a partnership built to support a complex organisation. CWB’s internal teams had dependable creative and PPC expertise alongside them, with an approach that respected each segment’s goals. The value went beyond campaign management: it was having a partner who could support the wider business as it grew.