Case Study: Open Colleges doubles lead volume and cuts cost per lead by 15% with Bizible

Tying AdWords Campaign Management to Bottom Line Revenue

Open Colleges, an Apollo Group subsidiary and Australia’s leading digital educator with 150+ online courses, was growing rapidly but needed to streamline its web and marketing systems. The marketing team ran hundreds of thousands of AdWords keywords but lacked a centralized way to measure which channels and campaigns actually drove enrollments, forcing decisions based on approximations rather than concrete data.

By implementing Bizible with Salesforce integration, Open Colleges gained end-to-end touchpoint tracking and clearer revenue attribution—revealing, for example, that some high-CPL campaigns produced strong sales conversion and positive ROI. This allowed the team to reallocate spend to the most profitable keywords and tailor sales outreach by site behavior, driving lead volume up more than 100% while reducing cost per lead by 15%.

Open Colleges

Milton Smith

Head of Websites, Open Colleges