The Challenge
Krutoo Home Education is an education consultancy and learning centre in Thailand that provides homeschooling and tutoring. Its programmes are made for each student, from 1-to-1 lessons with specialist tutors to routes into universities around the world. It describes itself as the first UK-approved homeschool tutoring centre in Thailand.
Krutoo had to create demand in a market where few people knew the brand. When Primal first reviewed Krutoo’s search advertising, it found that the standard brand campaigns were not spending the budgets set for them, a sign that few people were searching for the brand. Students looking at an international education were not yet aware of Krutoo, so campaigns that relied on keywords alone made little progress.
The task was to find out how Primal could use newer automation to reach students who were not yet searching for Krutoo.
Our Approach
Primal worked on 2 areas. The first was a test of AI Max in Google Ads against Krutoo’s existing campaign structure. The second was to test whether optimisation by machine learning suited a premium education brand.
The team ran an A/B split test for the whole of 2025-09. It expected that AI Max, which can crawl a website’s content and create landing pages dynamically, would get past the limits of manual targeting.
Primal kept close control of the assets that AI Max produced. The team checked the keywords it generated and the ad copy it wrote, so both stayed in line with Krutoo’s premium academic position while the campaign reached more people.
Outcomes Achieved
Primal compared the AI Max campaign with the existing brand campaign in a controlled test. AI Max found high-intent users through predictive signals that manual targeting had missed, and the ads were delivered much more efficiently.
With automation in place, the budget problem found in the first review was solved, and the ads reached a wider and more relevant group of students. Within 1 month, the conversion rate rose 46.65% and the cost per lead fell 24.35%.
- 46.65%Increase in Conversion Rate
- 24.35%Lower Cost Per Lead
- 13.07%Increase in Click Share
Key Insights
- The standard brand campaigns were not spending their budgets, a sign that few people were searching for Krutoo.
- In a controlled A/B test, AI Max found high-intent users through predictive signals that manual targeting had missed.
- Primal checked the keywords and ad copy that AI Max produced, so they stayed in line with Krutoo’s premium academic position.
- Within 1 month, the conversion rate rose 46.65% and the cost per lead fell 24.35%.
