Career case study
Psychwire: turning international uncertainty into measurable global growth.
During Ed Jones’s agency career before founding Edify Digital, he worked on the international paid media strategy for Psychwire, using Google AI, global targeting, localisation and first-party data to identify demand across markets the business could not confidently pre-select.
Career case study — work from Ed Jones’s agency career before founding Edify Digital.
Services: International Growth & Localisation · Paid Search & Performance
Results at a glance
Global demand, revealed by live data.
- +39.66%
- Total business revenue
- +45%
- International conversion value
- 60
- New markets entered
The challenge.
Psychwire sold premium psychology training internationally but growth was heavily dependent on the reputation of Australian trainers.
Brand recognition did not translate cleanly into North America, demand in Europe and the Middle East was uncertain, Asia was assumed to be limited, and the business competed against substantially cheaper alternatives.
The objective was to prove international demand without discounting the premium proposition or building local teams in every market.
The approach.
AI foundation
Clean tracking, account health, Customer Match and AI Max adoption.
Reverse market discovery
Worldwide targeting with exclusions, letting live conversion data identify viable countries.
AI localisation
Multi-language delivery through asset optimisation.
Account restructure
Expanded from 10 campaigns to 42, with incremental budget directed into Performance Max and Demand Gen.
Content-led demand generation
Long and short-form video, ebook downloads, email subscribers and free-course starts.
Dynamic pricing
Very Early Bird, Early Bird and full price, with countdown-driven urgency.
Letting markets reveal themselves.
+45%
International conversion value
78
Countries with tracked sales
18 to 78
60
New markets
61%
Of total business growth attributed to Google Ads
Approximately
Scaling without losing efficiency.
Account · Performance snapshot
- Total conversion value
- +38%
- Blended ROAS
- 8.73x
- while spend increased 38%
- Search spend
- -15%
- Search ROAS
- +23%
- to 11.03x
Regional proof.
Regional · Markets with conversion value
- Countries in Europe
- 30
- Countries in Asia
- 10
- Countries in the Middle East
- 9
What the work demonstrated.
International expansion does not always require choosing markets on assumption. The Psychwire work used strong measurement signals and live demand data to let viable markets reveal themselves, then scaled those opportunities without sacrificing premium positioning.
Related services
The services behind this work.
International Growth & Localisation
Support for businesses entering new markets, including local media strategy, market research, localisation and transcreation.
International GrowthPaid Search & Performance
Google Ads, Google Shopping and Microsoft Advertising designed around profitable growth and measurable demand.
Paid SearchNext step
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