A multi-year search strategy built on continuous query sculpting and brand protection — returning an 8.00× brand ROAS and $206.7K in direct GA4 paid revenue.
Broad Reform was entrusted to manage and scale Google Ads for Pointsbuild, Australia's leading provider of online Continuing Professional Development (CPD) and compliance training for the building and construction sector. Moving away from aggressive, short-term spend pushes, we executed a long-term strategy centred on continuous search-query management, negative-keyword sculpting and high-intent brand protection.
The result: over the management period, Google Ads generated $316,416 in conversion value from 1,110 verified course acquisitions on $107,266 of spend (2.95× overall account ROAS). Brand-search protection delivered an exceptional 8.00× ROAS, while GA4 verified $206,697 in direct paid revenue at a 70.89% engagement rate — a reliable, highly efficient engine for ongoing course sales.
Pointsbuild operates in a competitive e-learning landscape where building practitioners, architects and engineers need mandatory annual CPD points to maintain accreditation. The key challenges:
Broad Reform was tasked with building a resilient, long-term search architecture that steadily reduced acquisition friction and maximised return on ad spend.
A structured, multi-tier Google Ads framework designed for continuous, long-term efficiency gains.
Structured a dedicated brand campaign to protect branded terms and capture active professionals seeking specific Pointsbuild courses.
The impactGenerated 519 conversions and $156,737 in value at an 8.00× ROAS and 11.02% conversion rate — securing repeat customers at a $37.72 CPA.
Maintained continuous negative-query sculpting on the core acquisition campaign, honing bid strategies around high-converting CPD topics.
The impactDrove 413 conversions and $122,796 in value at an 8.58% CTR — directing spend exclusively at practitioners actively purchasing modules.
Deployed a controlled Performance Max test to capture latent demand across Display, YouTube and Discovery without inflating cost per acquisition.
The impactUnlocked 178 additional course conversions and $36,884 in value, expanding reach across non-search channels.
A focus on long-term account health, continuous negative-keyword management and structured brand protection produced compounding returns across both the native platform and GA4 analytics.
| Key performance indicator | Result | Detail |
|---|---|---|
| Total Google Ads conversion value | $316,416 | 2.95× account ROAS |
| Total Google Ads cost | $107,266 | 22,734 clicks |
| Brand-campaign ROAS | 8.00× | $156,737 value · $37.72 CPA |
| Brand-campaign conversion rate | 11.02% | 41.49% CTR |
| Search-acquisition value | $122,796 | 412.67 conversions · 8.58% CTR |
| PMax acquisition value | $36,884 | 178.04 conversions |
| GA4 paid revenue (search + cross-network) | $206,697 | direct attribution |
| GA4 paid-search engagement rate | 70.89% | 2m 27s avg. engagement |
By focusing on long-term account health, continuous negative-keyword management and structured brand protection, Broad Reform turned Pointsbuild's Google Ads account into a highly efficient, sustainable acquisition engine — compounding returns over time and supporting ~11% of $1.9M total site revenue directly through paid search.
Start a ConversationPointsbuild has been working with Broad Reform since early 2022 to review, improve and optimise our digital campaigns and customer-acquisition strategy. Their insights, agility and ability to execute integrated digital campaigns has given Pointsbuild a strategic advantage in an increasingly competitive market.