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Case Study

How Canada Safety Training scaled profitably with Google Ads and SEO

A popular product, competitive pricing and growing demand — with no system to scale it and margins that stayed tight.

WHMIS safety certificationB2B and bulk buyersGoogle Ads and SEO2 min read
Canada Safety Training
Cost per conversion
<$16−74%
from more than $60
Net profit
+419%
in under two years
Conversion value
+205%
revenue from paid ads
Organic share of traffic
48%+
from 23%
2022 compared with 2024.

The challenge

Canada Safety Training (CST) had a popular product (WHMIS), competitive pricing, and growing demand, but no system to scale. Campaigns were underperforming due to weak tracking, lack of segmentation, and inefficient bidding. Profitability was capped and margins were tight.

The situation

When Think Orion was brought in, CST had no SEO strategy, fragmented paid media, and minimal creative differentiation. Traffic mostly landed on standard product pages without CRO focus. Tracking issues made ROI murky, especially for bulk and B2B buyers.

The breakthrough

Think Orion executed a full-funnel transformation.

Tracking and attribution fixes. Rebuilt tracking systems to clarify performance and attribution.
Smarter Google Ads structure. Clean segmentation of branded versus non-branded keywords, with tROAS bidding for return consistency.
Revenue-focused offers. Launched bundled WHMIS products and improved UX messaging for bulk buyers.
SEO integration. Strengthened technical SEO, optimized for WHMIS and safety keywords, and upgraded native page visibility.
Creative and CRO testing. Continuously tested new creative assets and landing pages to drive conversion uplift.

The takeaways

01
Control drives clarity

Fixing tracking and attribution gave CST the visibility needed to scale confidently.

02
Intent segmentation matters

Separating branded and non-branded traffic unlocked better bidding efficiency and return.

03
SEO amplifies paid results

Adding organic visibility did not just reduce blended CAC, it added a long-term growth lever.

04
Bundles increase order value

Strategic offers like WHMIS product bundles lifted average order value and boosted profitability.

Between 2022 and 2024 cost per conversion fell from over $60 to under $16, net profit grew 419%, conversion value rose 205%, and organic went from a quarter of traffic to almost half.

Same product, same price.
A system that could scale it.

Margins are a structure problem.

Send us your account and we will show you where tracking, segmentation and bidding are capping your profit.