41%
Improvement in customer acquisition cost
Course purchases grew 261.54% within three months.
EDTECH · CUSTOMER ACQUISITION
41% lower CAC in four months, after simplifying the system.
Upsurge.club had a growing course catalogue and community, but account complexity, weak retargeting and dependence on Meta were limiting scale. We rebuilt the structure, creative-learning loop and channel mix around course purchases.
See how we got there- Category
- Stock-market education
- Scope
- Meta, Google Search, YouTube and creative testing
- Objective
- Acquire more learners efficiently
- Engagement
- Four-month turnaround
improvement in CAC
jump in course purchases
courses in the learning catalogue
to rebuild and scale
01 · THE BRIEF
Acquire more learners and grow an active community.
The brand had demand. The account could not yet convert that demand efficiently at scale.
Upsurge.club offers stock-market education across options trading, technical analysis and investing fundamentals. Its next phase required a larger customer base and a more active learning community.
The acquisition system needed to become easier to understand, faster to learn from and less dependent on Meta whenever the budget increased.
THE GROWTH QUESTION
How do you lower acquisition cost while asking the same account to generate far more purchases?
02 · THE CONSTRAINT
Three frictions stood between potential and scale.
Account complexity
A crowded campaign structure blurred the signals needed to decide what to scale and what to stop.
A weak retargeting path
Engaged visitors were not moving through a clear 30-day and 60-day funnel toward the right course.
A one-platform ceiling
The account relied almost entirely on Meta, and customer acquisition cost rose whenever spend was pushed harder.
“Efficiency improved when every audience, campaign and channel had one clear job.”
03 · THE SYSTEM
Make the account legible, then let the channels compete.
The turnaround began with simpler architecture and ended with a more balanced path from discovery to purchase.
Simplify the structure
We reduced account complexity so performance patterns could be read and acted on with more confidence.
Rebuild retargeting
Website visitors and social engagers were organised into 30-day and 60-day pools with messages matched to their intent.
Test courses and culture
Top-performing courses, timely trends and repeated creative trials helped the work feel more relevant to learners.
Open Google and YouTube
YouTube became a powerful discovery engine while Search captured brand and course-specific demand.
Learner intent→
Course fit→
Creative test→
Search + video→
Purchase data
30-day and 60-day retargeting pools
Course-led creative experimentation
Search and YouTube added to the mix
04 · THE OUTCOME
41%IMPROVEMENT IN CUSTOMER ACQUISITION COSTA cleaner account produced cheaper growth and more purchases.
Customer acquisition cost improved by 41% across the engagement. Course purchases increased by 261.54% within three months.
YouTube created new reach, Search captured active interest and the rebuilt retargeting funnel converted warmer audiences with greater discipline.
05 · WHY IT WORKED
The result came from a system, not a single tactic.
Simplicity made learning faster
A legible structure made budget and creative decisions easier to defend.
Retargeting followed intent
Audience recency and course relevance replaced one generic follow-up message.
Channel diversity unlocked scale
YouTube and Search added demand that Meta alone could not supply efficiently.
A simpler system gave every new learner a clearer path from curiosity to course purchase.
YOUR NEXT GROWTH CHAPTER
Need to lower CAC while increasing volume?
Bring us the account structure, the course portfolio and the growth target. We will help you rebuild the path between them.
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