Corporate Training Company: 9.5X ROI
9.5X ROI sustained every week since January, fully recovering the SEO revenue loss.
The before and after
Collapsing after a Google update wiped SEO traffic
Recovered, with 9.5X ROI every week since January
Dependent on one algorithm
Diversified across ads, checkout and email
Generic L&D targeting
Health & Safety trainers specifically
The fuller story
A Google update wiped out search traffic and the ads stopped converting at the same time. Revenue was falling fast.
There was something missing that nobody had noticed: no cart abandonment sequence at all. People were getting to checkout, leaving, and never hearing from the business again.
The situation
A corporate training company saw workshop bookings collapse. A Google algorithm update wiped their SEO traffic. Their Google Ads stopped converting at the same time. Revenue dropped fast.
What we did
We rebuilt the checkout flow. Added cart abandonment emails. Launched LinkedIn Ads aimed at Health & Safety trainers specifically, not generic L&D audiences.
The result
9.5X ROI, sustained every week since January. Recovered the revenue lost from the SEO drop. They now have a more diverse acquisition mix that does not depend on one algorithm.
Why it worked
James's read on what actually moved the numbers.
The quickest money was already in the checkout
People who reach checkout have already decided they want it. A follow-up sequence is cheap to build and brings back revenue that was being lost every week.
One algorithm is a single point of failure
Search and Google Ads went down together. Adding LinkedIn and email meant one update can't wipe out the business again.
Specific beats generic
Narrowing to one profession is why 9.5X held every week since January.
Who we targeted
Health & Safety trainers specifically, not generic L&D audiences.
Creative angles
Ads for one profession
LinkedIn ads written only for Health & Safety trainers, not general learning and development buyers.
Why it worked: Health & Safety trainers notice ads that speak their language. Generic training ads get ignored.
A cart abandonment sequence
A simple series of follow-up emails to anyone who started a booking and didn't finish.
Why it worked: It wasn't even in place before. At four-figure bookings, rescuing just a few each month adds revenue fast.
Hi Mark,
You got as far as checkout but didn't finish booking. Seats on this date go quickly, so we've held yours for 48 hours.
Any questions about the course? Just reply and a trainer will answer.
Finish my bookingHow the funnel worked
- Step 1
LinkedIn Ads
- Step 2
Rebuilt checkout
- Step 3
Cart abandonment emails
- Step 4
Workshop booking
What you can take from this
Don't depend on one algorithm
A Google update wiped SEO traffic and Ads stopped converting at the same time.
Fix the checkout, not just the ads
The checkout rebuild and abandonment emails sat alongside new LinkedIn Ads.
Consistency is the result
9.5X ROI sustained every week since January.
Run this play yourself
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Why a site can get 1,000 visitors and zero enquiries, and the 3-step fix.
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