Most Google Ads articles are written by people selling Google Ads. This one is a single campaign, with the numbers as they appeared in the account, for a client who has agreed to let us share them: Trajlon Group, a supply chain training company in Sandton.
The numbers
| Metric | 1 July to 30 September 2025 |
|---|---|
| Impressions | 13 000 |
| Clicks | 645 |
| Average cost per click | R12.54 |
| Total ad spend | R8 090 |
| Revenue in the first five months of the new site and ads | More than R300 000 |
Booking records and invoices are not published for the client's privacy; they can be shared on request, with Trajlon's permission. The ads account overview is on the case study page.
What was in place before the ads ran
The spend is the smallest part of this story. Trajlon had world-class course content and no digital presence to sell it: no website that could carry hundreds of courses and nothing for companies to find on Google. Before a rand went to Google we built the website, with every course category, accreditation and event laid out for search, and put call and form tracking on it so a booking could be traced back to the search that produced it. Ads sent to a site that cannot convert are a donation to Google.
How we run a search campaign like this
- Research first. What the customers actually search for, what competitors bid on, and what a lead is worth, so the budget has a target.
- Ads, landing pages and tracking go live together. The ad, the search and the page say the same thing, and calls, forms and WhatsApp messages are counted as conversions from day one.
- Optimise for bookings, not clicks. The campaign is tuned on the enquiries it produces, which is also what keeps the cost per click down: specific ads that match specific pages earn a better quality score than generic ones.
- Weekly checks, monthly changes. Spend and quality are checked weekly; keywords, ads and pages change monthly, with a short report of what was spent, what it brought in and what changes next.
Why the cost per click was R12.54
Training keywords in South Africa are not cheap; some sit well above R30 a click. The average stayed low because the ads were specific (a search for a particular accredited course saw an ad for that course) and the landing pages matched, which raises the quality score Google assigns and lowers what it charges. Generic ads for 'training company' would have paid more for worse clicks.
What this means for your business
More than R300 000 in revenue in five months against an ad spend in the low thousands is not a promise. It came from a business with a good service and a reasonable ticket size, a website built to convert, and a campaign run with discipline. If any of those is missing, the number drops fast. If you have the first two, the last two are what we do: Google and Meta Ads with the landing pages, tracking and monthly optimisation included, so you can see exactly what each click brought in. Since then, Trajlon has also had us build their AI-powered learning platform, paid for by the bookings the site and ads produced.