Ontario Education Online had never run a digital marketing program. In nine months, Marked built the whole system: search ads for every course, AI discovery that gets the school cited by ChatGPT and other assistants, a website rebuilt to convert, and tracking that shows which channels produce enrolments.
We focused on building from the ground up.
No campaigns, no tracking, no creative library. All three had to be built from scratch.
Answer engine optimization that helps ChatGPT and other assistants find, understand and cite OEO. AI referrals now bring in traffic and enrolments.
HighSchool, FAQPage and VideoObject schema generated from the same content visitors read. The markup never drifts from what's on the page.
AI assistant referrals reported as their own channel beside organic search, measured on sessions and orders like any other source.
Every course page rebuilt around the decision to enrol: sticky enrol card, payment plans, university logos, how-it-works video, student stories, FAQs and a mobile enrol bar.
A cart message shows how much a student saves by adding another course, in both the cart drawer and the cart page.
A running enrolment count on course pages, updated automatically through Shopify Flow, adds social proof without manual upkeep.
Parents often enrol on a student's behalf. A student name field on each cart item records who the course is for and heads off a common support question.
Co-op students choose location and credit load as separate options with live pricing, replacing a combined dropdown that was hard to read.
Course page FAQs pull prices from the product record. An answer can no longer contradict the price at checkout.
A full-time landing page and Grade 9 to 12 program pages, with a guidance call offered right beside checkout for families who want to talk first.
A tour of the real course experience through video, screenshots and student stories, built to answer the first question families ask: is this a real school?
Prior learning assessment gets its own page explaining how outside credits count toward the OSSD, with a purchase path and a free guidance option.
Students outside Canada get a dedicated page covering credentials, university pathways and how to reach an advisor.
The FAQ page now has topic navigation, a fixed sidebar, a direct link to each answer and structured data behind every question.
New homepage messaging and value propositions, a hero carousel built for mobile and a custom icon set to match.
A rebuilt footer that leads with the Ministry BSID badge and links to a newly published privacy policy.
One token file for colour, type and spacing, with the course page as the reference. New sections match without one-off styling.
A version-controlled theme with staging and live branches. Changes pass automated theme checks and desktop and mobile screenshot reviews before they ship.
Separate Google Ads campaigns for school-level searches, course codes, full-time enrolment, students across Canada and competitor terms, each with its own budget and message.
An ad group and keyword set for each course in the catalogue, built from Search Console data, including the ways students mistype course codes.
Course-specific search ads with sitelinks, callouts and image assets, each written to match the page it lands on.
Layered shared lists block junk searches account-wide, stop campaigns competing with each other and send each query to the campaign built for it.
Every search term in every campaign is reviewed twice a week. Waste gets blocked, and new demand gets keywords of its own.
Trimmed an oversized keyword list and concentrated spend on the terms that produce orders.
The course-code campaign moved to automated conversion bidding under a written test plan, with a baseline, freeze window and revert rule fixed before the switch.
Budgets follow each campaign's own trailing return and whether it is losing reach to budget or to ad rank. One change at a time, so every result stays readable.
Hour-of-day bid cuts tested against real order timestamps. Kept where they saved money without costing sales, skipped where late hours performed best.
Full-time enrolment runs as its own campaign, with grade-level and adult learner ad groups, judged on guidance bookings as well as purchases.
Ad groups for new courses and services are built in advance and switched on the day each product launches.
Meta, TikTok and an international search push were each judged against a set bar on bookings and orders, then kept, reshaped or paused on the evidence.
Conversion actions reviewed, broken UTM templates on paid social fixed and one tagging standard set for every paid link.
First-party cookies store Google, Meta and TikTok click IDs with UTMs and pass them into the booking form, tying each guidance call back to its source.
Guidance bookings flow back into Google Ads as offline conversions, crediting campaigns for the calls they generate and not only for checkout purchases.
Ad platform claims are checked against Shopify orders by campaign before any budget decision. Shopify is the record of truth.
Booking records matched against Shopify orders to show how often a guidance call becomes an enrolment, and how quickly.
The school-year demand curve mapped from order history, with budget rules set before the quiet months arrive instead of after.
A three-part Klaviyo sequence for families who book a guidance call, written to CASL consent rules with tracked links throughout.
Deadline-driven email campaigns around term start and the exam rule change, plus a feature email for the full-time program.
Design handoffs for new pages and briefs for homepage banners, with copy, colour and layout settled before design starts.
An audit of the major Ontario online schools, then value propositions rebuilt around the differences that hold up: attendance flexibility and AI study tools in every course.
When Ontario made final exams mandatory, every claim across the site, ads, emails and product listings was audited and rewritten before the deadline.
The same report structure every month, covering sales, channels, campaign returns, bookings and AI and organic trends from Shopify and GA4.
A fiscal-year plan ranking initiatives across search, remarketing, new channels, AI search and on-site conversion by likely impact.
Update guides that let OEO's team manage course pages on their own, plus written records that keep every decision on file.
Turn traffic into enrolments, then reinvest the return so each quarter builds on the last.
The first campaigns went live in January, the course pages were rebuilt through the spring, and AI optimization went on top of both. January to September brought in 12.8 times the revenue of the same months in 2025.
Paid search and social opened the new markets. Organic and email keep compounding them.
All of it wired together, so a dollar of media, a page build and an email report into the same view of growth.
Every course launch, market and campaign got its own page, designed, shipped and instrumented by the same team.
A system that keeps compounding rather than a campaign that ends. Three phases, and the third one is still running.
A full-funnel audit across analytics, tracking, market sizing and keywords. It showed us where the demand already was, and what the site couldn't yet convert.
The brand's first paid media program went live, the course pages were rebuilt around enrolment, and AI went into bidding, budgets and reporting.
We test weekly across pages, media and email, add markets each quarter, and put every win back into media.
Straight from Google. Unedited.