How Beroepsvervoer Academie generated 769 conversions with a ROAS of 13.29
Marketing
Strategy
A scalable acquisition system for one of the most competitive markets in transport education
Beroepsvervoer Academie is one of the leading transport education providers in the Netherlands. The academy helps entrepreneurs, transport professionals and logistics companies obtain essential certifications such as NIWO, truck theory, ADR and Code 95.
They approached Sandstone with a clear question: analyse the current marketing channels and identify how growth could become more predictable, scalable and profitable.
At the time, the academy was mainly active through Google Ads and organic channels. Visibility was already important. But in a market where every relevant keyword is heavily contested, visibility alone was not enough.
The real challenge was building a marketing system that could generate consistent student enrolments without letting acquisition costs run out of control.
The challenge
The market for professional transport education is highly competitive.
Search terms such as NIWO course, NIWO licence, transport manager diploma, ADR course and Code 95 are targeted by many providers every day. This pushes cost per click up and makes it harder to maintain visibility on the most important commercial searches.
For Beroepsvervoer Academie, the challenge was not simply to generate more traffic.
The goal was to capture high intent demand, improve campaign efficiency and scale beyond the regions where the academy was already strongest.
Historically, the academy performed well in Noord Holland. But demand for transport education exists across the Netherlands. That created an opportunity to test new regional campaigns and validate whether classes could also be filled in other cities.
The approach
Sandstone started by analysing the existing channel performance, campaign structure and conversion tracking.
The first priority was clarity.
Before scaling spend, we needed to understand which campaigns created real value, which search terms showed buying intent and whether conversion data could be trusted.
After the analysis, we rebuilt the campaign structure around three principles:
1. Simplify the account structure
The existing setup needed more clarity. Campaigns were simplified and grouped around commercial intent, course type and geographic opportunity.
This made the account easier to manage, easier to optimise and more useful for decision making.
2. Build around search intent
Not every keyword has the same value.
Someone searching for general transport information behaves differently from someone searching for a NIWO course with a location or exam goal in mind.
The new structure separated high intent searches from broader discovery queries, allowing budgets and bids to be used with more precision.
3. Test city based growth opportunities
Beroepsvervoer Academie was already strong in Noord Holland, but the customer base was national.
Together, we launched test campaigns for cities such as Zwolle and Eindhoven. The goal was simple: validate whether demand existed strongly enough to fill local classes.
The early results showed clear potential. People responded because the new locations reduced travel time and made the course more accessible.
The system
Sandstone developed an integrated acquisition system across Google Ads, Meta Ads and remarketing.
Google Ads captured active demand from people searching for specific transport education courses.
Meta Ads supported awareness, retargeting and consideration.
Remarketing campaigns brought back visitors who had shown interest but had not yet registered.
This created a connected system rather than a set of separate campaigns. Each channel had a role. Search captured intent. Social supported recognition. Remarketing improved conversion efficiency.
The goal was not more activity.
The goal was better flow from demand to enrolment.
The results
In May 2026, the campaigns delivered:
390,512 impressions
7,928 clicks
769 conversions
13.29 ROAS
9.64% conversion rate
These results helped Beroepsvervoer Academie stay visible on the most important keywords in the market while maintaining a highly profitable acquisition cost.
The impact
Beroepsvervoer Academie now has a scalable marketing system that attracts new students every day.
Growth no longer depends only on increasing budgets. It comes from a structure that continuously learns, improves and reallocates spend based on performance.
By optimising CPCs, impression share, search intent, conversion rate and regional demand, the academy can scale with more control.
In a market where every click is contested, success is not about spending more.
It is about building a smarter acquisition system.
Yassine | Sandstone
“In a market where every click is contested, success is not about more budget. It is about smarter advertising.”
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