ITAcademy Achieves 19.17% More Conversions With YouTube Ads

Brand

Verticals

EdTech & Education

Geography

Serbia

Google Ads Product

Video Ads (YouTube)

About ITAcademy

ITAcademy, part of the international educational group LINKgroup, specializes in practical IT education and career development. The academy offers programs in software programming, design and multimedia, network administration, and other digital disciplines.

Combining flexible online and classroom learning with hands-on projects and internationally recognized certification opportunities, ITAcademy helps beginners and professionals build the skills needed to launch or advance their careers in technology.

Challenge

Standing out during a competitive promotional period meant more than views. ITAcademy needed to balance broad YouTube reach with precise targeting, control ad fatigue, and turn that visibility into qualified inquiries across Google Ads.

Key Objectives:

Increase brand visibility and recall among new audiences.
Balance broad, cost-effective reach with precise high-intent targeting.
Control frequency to reduce ad fatigue and repeated exposure.
Drive qualified form submissions by guiding new audiences from awareness toward higher intent.

High competition for attention

Fragmented video audiences

Gap between awareness and conversion

Strategy

The Approach

With strategic support from Coob Ads, ITAcademy implemented a YouTube Video Reach strategy designed to expand brand visibility and support qualified form submissions across Google Ads.

AI-powered multi-format reach: In-stream, in-feed, bumper and Shorts ads were combined in one campaign to reach viewers across different viewing environments and maximize unique reach efficiently.
Dual audience targeting: Separate ad groups were created for interest-based and high-intent audiences, using demographics, interests, Customer Match lists and custom segments based on top-converting Search keywords to balance broad visibility with relevance.
Audience expansion: Automated expansion was enabled in both ad groups to find additional users similar to the selected audiences and extend reach within the existing budget.
Existing-customer exclusions: Customer Match exclusion lists were applied across both ad groups to reduce wasted spend and keep the acquisition budget focused on new prospects.

Tools & Technologies

Audience Signals & Expansion

Success

The Results

Following the YouTube Video Reach campaign, ITAcademy recorded more conversions at a lower cost per acquisition across its Google Ads account. Comparing Q3 with Q2, overall account performance improved alongside increased visibility and engagement.

These figures reflect account-wide results across all active campaigns, not YouTube alone.

19.17%

more conversions, supporting growth in inquiry volume.

16.65%

lower CPA, improving acquisition efficiency.

319.58%

more impressions, expanding advertising visibility.

54.05%

higher CTR, indicating stronger engagement.

“Working closely with Coob Ads, we transformed YouTube from a traditional awareness channel into a strategic growth engine for ITAcademy’s entire Google Ads ecosystem. By combining YouTube’s AI-powered multi-format reach with high-intent audience signals and first-party data, we were able to expand ITAcademy’s visibility without sacrificing performance efficiency. The campaign helped us reach new audiences and guide them toward conversion throughout the wider customer journey. Compared with the previous quarter, we recorded a 19.17% increase in conversions, a 16.65% reduction in CPA, and significantly stronger reach and engagement. Most importantly, the results demonstrated that a well-structured upper-funnel video campaign can contribute directly to lower-funnel growth and improve overall account performance.”

Lazar Kajčić

Senior PPC Specialist, LINKgroup