Wilson Learning
Wilson Learning is a global leader in workforce development and organizational growth solutions. The company assists executive sales and leadership teams with employee engagement, salesforce development, leadership training, strategy alignment, business transformation, and workforce upskilling.
By combining discipline with innovation, Wilson Learning helps organizations assess, develop, deliver, and sustain measurable improvements in performance and growth.
Project Overview
Despite having a strong reputation in corporate training, Wilson Learning needed to optimize its digital ad performance across multiple geographies and languages. High CPLs (Cost per Lead), low conversion rates, and wasted ad spends on irrelevant keywords limited their growth.
Tangence was brought on to restructure campaigns with localized strategies, improve audience targeting, and optimize landing page experiences. The goal: reduce cost per lead, increase ROI, and generate higher-quality leads across global markets.
The Challenge
Wilson Learning faced key barriers:
- High Cost per Lead: CPL at $245.20 made campaigns unsustainable.
- Low Conversion Rates: At just 1.5%, ad traffic wasn’t converting effectively.
- Inefficient Keyword Strategy: Irrelevant keywords wasted budgets.
- Generic Ad Copy: Lack of localization limited engagement across diverse regions.
- Weak ROAS: At 1.8x, ad spend returns needed major improvement.
The Tangence Solution
Tangence implemented a multi-layered strategy:
- Data-Driven Keyword Optimization:
- Focused on high-intent, localized keywords (English, Korean, and more).
- Eliminated irrelevant keywords causing budget leakage.
- Audience Targeting Refinement:
- Created custom audience segments (HR managers, L&D directors, corporate trainers).
- Deployed remarketing to re-engage past visitors.
- Geo-targeted key cities: Singapore, Manila, Seoul, Bangkok, Ho Chi Minh City, Kuala Lumpur.
- Ad Copy & Landing Page Optimization:
- Developed localized ad copies tailored to cultural preferences.
- Designed high-converting landing pages with regional messaging.
- A/B tested CTA variations for maximum conversions.
- Smart Bidding & Budget Allocation:
- Automated bidding (Maximize Conversions, Target CPA).
- Shifted budget to top-performing demographics and campaigns.
Results That Mattered
Increase in Click-Through Rate
Increase in Conversion Rate
Reduction in Cost Per Lead
Increase in Monthly Leads
Growth in ROAS (Return on Ad Spend)
Key Takeaway
- Wilson Learning’s transformation highlights the power of precision targeting.
- Implemented localized ad strategies to connect with diverse global markets.
- Leveraged smart bidding techniques to maximize ad efficiency.
- Achieved reduced costs while driving stronger returns.
- Tangence enabled scalable, sustainable growth across multiple markets.