Client
Universal Agile
Industry
Education
Website
www.universalagile.com
Duration
1 year

About the Client

Universal Agile is a recognized leader in Agile and Scrum certification training in India. With a team of globally certified trainers and a strong curriculum built around CSM, A-CSM, CSPO, SAFe, and SAFe POPM, they serve professionals looking to future-proof their project management careers. Despite having a strong offline reputation, Universal Agile was facing difficulty establishing a digital presence organically.

The Objective

Universal Agile wanted to:
  • Scale their CSM certification enrollments using Google Search Ads
  • Achieve a CPL under ₹150, which would ensure a high ROI
  • Create a system where every rupee spent could be tracked to a conversion
  • Build campaign structures that could eventually scale into other courses like CSPO, SAFe, etc.

The Challenge

When Universal Agile came to Digital Zeroz, they were struggling with:

1.No Previous Ad Strategy:

  • No structured keyword targeting or ad grouping.
  • Irrelevant traffic was eating up the budget.

2.Ineffective Landing Pages:

  • The website lacked course-specific landing pages built for conversions.
  • No retargeting setup or funnel mapping.

    • 3.Low CTR & High CPL:

    • Their few previous attempts had poor ad relevance scores and low engagement.

    4. Trust Factor:

    • Competing against big ed-tech players required high-quality messaging and proof points like ratings, testimonials, trainer bios, etc.

      • The Solution

      We crafted a full-funnel Google Ads strategy designed for performance, quality traffic, and lead generation.

      1. Campaign Architecture

      • Created segmented campaigns for each training course with precise ad groups (e.g., “CSM weekend batch,” “Scrum training online”).
      • Location-based targeting for high-intent cities like Bangalore, Pune, Delhi, Hyderabad.

      2. Keyword & Bid Strategy

      • Focused on transactional keywords like:
        • “CSM certification ₹10000”
        • “Certified ScrumMaster course with certificate”
        • “Scrum master training India”
      • Used smart bidding for CPA optimization and real-time budget shifts toward top-performing ad sets.

      3. Compelling Ad Copy

      • Developed high-converting ad copy with urgency, credibility, and social proof. Example: CSM Certification @ ₹12,000 | 2-Day Live Workshop | 5★ Rated Trainers | Limited Seats!
      • Utilized site link, callout, and snippet extensions to improve CTR.

      4. Conversion-Focused Landing Pages

      • Built custom landing pages for each program with:
        • Detailed curriculum
        • Trainer bios
        • Video testimonials
        • FAQs & early bird offers
      • Integrated lead capture forms with CRM for instant follow-up.

      5. Retargeting & Funnel Automation

      • Used display retargeting for non-converters.
      • Set up email workflows for leads who didn’t enroll immediately.

      The Result

      Digital Zeroz Impact

      Universal Agile now enjoys a dual growth engine, SEO powers their long-term brand visibility, while Google Ads drives consistent, trackable enrollments. Together, these efforts turned Universal Agile into a trusted online destination for Agile certification seekers in India.
      Metric Before Campagin After 12 months
      Qualified Leads less than 100 1000+ Qualified Leads
      Cost Per Lead (CPL) Untracked ₹100/lead avg
      Campaign CTR ~1.2% 5.4% average
      Conversion Rate Low 13.2% (form fill to enroll)
      Revenue (From CSM) --- ₹XX,XX,XXX+ (exact value to be filled by team)

      1000+

      Qualified leads

      5.4%

      Avg. CTR

      13.2%

      Conversion rate
      next project
      How SEO Led to a New Campus: GICSEH Opens Second Branch in Delhi with Digital Zero