IHM Australia — 34.3M AUD Revenue & 141x ROAS from Global Nursing Lead Acquisition.
A 2-year full-time engagement where I built and scaled a global multi-channel acquisition system for a leading nursing education provider — targeting Australia, UK, Ireland, Italy, and GCC using Meta Ads, Google Ads, CRM automation, and webinar funnels.
Client
IHM Australia (MWT Global Academy)
Engagement
2024–2026 · Full-Time
Markets
5 Countries
Award
Best Performer — March 2026
Total revenue generated
34.3MAUD
Blended ROAS (Meta + Google)
141×
Student enrollments
4,288
Annual ad budget managed
242KAUD
Overview
The Brief — Scale Global Nursing Enrollment Profitably.
IHM Australia, operating under MWT Global Academy, delivers advanced nursing qualification programs — specifically the GCAN qualification for internationally trained nurses. With an average course fee of 8,000 AUD, the unit economics supported significant paid acquisition investment if campaigns could generate qualified, admission-ready leads at an efficient cost.
As Full-Time Performance Marketing Strategist from 2024 to 2026, I was responsible for architecting and scaling the complete global acquisition system. The objective was straightforward: generate highly qualified nurse leads across five countries — Australia, UK, Ireland, Italy, and GCC — and convert them into enrolled students through a structured, CRM-driven sales funnel.
Over 2 years, the system generated 34.3M AUD in estimated revenue from a 242,606 AUD annual advertising budget — a 141x blended ROAS that was only possible because Meta Ads, Google Ads, landing pages, CRM, WhatsApp automation, email sequences, and webinar funnels all worked as one connected engine rather than isolated campaigns.
5
Countries targeted
2 Yrs
Engagement duration
8KAUD
Avg. course fee
22K+
Qualified leads
Strategy & Execution
Multi-Channel Architecture Across Meta Ads & Google Ads.
Each channel served a distinct role in the acquisition funnel — Meta Ads for volume and reach, Google Ads for high-intent conversion. Both were connected to the same CRM and nurture system for end-to-end attribution.
Meta Ads — Facebook & Instagram
Social acquisition at scale across 5 markets.
Instant lead forms with strict nursing qualification questions to filter unqualified leads before they enter the funnel
Multi-country audience structuring with country-specific ad copy, messaging, and regulatory context per market
Advanced remarketing segmentation — separate sequences for website visitors, engaged leads, and CRM-based customer lists
Continuous creative testing — video, carousel, and static formats tested weekly with systematic winner scaling
Budget scaling protocols based on weekly CPL and lead quality data from CRM — not just platform metrics
Webinar registration campaigns integrated into the top-of-funnel to improve lead-to-enrollment conversion rates
Google Ads — Search & High-Intent
Bottom-funnel intent capture with precise targeting.
Bottom-funnel keyword targeting — only high-intent nursing qualification search terms, no broad or informational keywords
Dedicated landing pages per country and per qualification type, each with qualification-based lead forms
Geographic segmentation with country-level bid adjustments based on enrollment rate data from CRM
Extensive negative keyword optimisation — eliminating nursing job search, NHS, and unrelated medical queries
Continuous bid and audience refinement using CRM enrollment data to inform bidding strategy targets
Remarketing campaigns targeting high-intent website visitors who viewed program pages but did not convert
Full-Funnel Architecture
From Ad Click to Student Enrollment — Every Stage Connected.
The acquisition system connected paid ads through to CRM, automation, webinar, and enrollment — with full attribution at every stage. This complete view of the funnel is what made 141x ROAS possible.
Paid Ads — Meta & Google
Targeted campaigns on Meta (Facebook & Instagram) and Google Search capturing nursing professionals actively searching for GCAN qualification across all 5 markets.
Dedicated Landing Pages
Country and course-specific landing pages with qualification-based lead forms — designed to convert high-intent traffic while filtering non-nursing professionals before CRM entry.
CRM Integration
Every lead pushed automatically to Microsoft Dynamics and HubSpot via Zapier — tagged with source country, campaign, and qualification status. Full attribution from ad click to enrollment.
WhatsApp Automation — WATI
Instant automated WhatsApp message sent on lead submission via WATI — personalised with the nurse's name and qualification details. Speed of response was critical to conversion rate.
Email Nurture — Mailchimp
Automated email sequences running in parallel with WhatsApp — covering qualification details, program benefits, social proof, and enrollment urgency over a 14-day nurture window.
Webinar Funnels
Webinar registration campaigns drove qualified leads into live information sessions — dramatically improving lead-to-enrollment conversion rates by giving prospects a structured path to commitment.
Sales Follow-Up & Enrollment
CRM-tracked sales team follow-up with full visibility of each lead's journey — which ads, pages, emails, and webinars they engaged with before converting to a paying enrolled student.
Performance Results
Meta Ads vs Google Ads — Channel-by-Channel Breakdown.
Both channels were profitable independently — but the combined blended ROAS of 141x was only achievable because of how they worked together as one coordinated system.
Meta Ads (Facebook & Instagram)
Annual results
22,172
Qualified leads generated
AUD 8.42
Cost per qualified lead
17%
Lead to enrollment rate
3,769
Enrollments from Meta
186K AUD
Annual ad spend
161×
Meta Ads ROAS
30.15M
AUD Revenue (Est.)
8,000
AUD avg. course fee
Google Ads (Search)
Annual results
944
Qualified leads generated
AUD 59.36
Cost per qualified lead
55%
Lead to enrollment rate
519
Enrollments from Google
56K AUD
Annual ad spend
74×
Google Ads ROAS
4.15M
AUD Revenue (Est.)
55%
Conversion rate vs 17% Meta
Key Insights
What Made 141x ROAS Possible.
Five decisions that separated this system from standard paid media management — applicable to any high-ticket lead generation campaign in UAE, GCC or globally.
Search intent converts at 3x the rate of social. Google Ads leads converted at 55% vs Meta at 17% — but Meta generated 23x more leads. The right answer was both channels working together, not choosing one.
CRM attribution was the foundation. By tracking every enrollment back to the original ad campaign, we could optimise bidding on actual revenue — not reported platform conversions, which significantly overstated performance.
Webinar funnels doubled conversion rates. Leads who attended a live webinar converted to enrollment at 2–3x the rate of leads who only received email and WhatsApp follow-up.
Country-specific messaging was non-negotiable. Generic global ad copy performed 40–60% worse than country-specific copy addressing local nursing regulations, eligibility, and career pathways for each market.
WhatsApp speed was critical. Leads responded to within 5 minutes via WATI automated WhatsApp converted at significantly higher rates than leads who waited 30 minutes or more for first contact.
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Want Results Like These for Your Business?
Whether you're an education provider, e-commerce brand, or service business in UAE or GCC — I'll build the acquisition system that generates measurable revenue, not just traffic.
Based in Muscat, Oman · Serving Dubai, UAE & the GCC · sabarjed@gmail.com