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Client
Instructure (Canvas LMS)
Industry
Education
Tags
Brand Management, Performance Marketing
Boosting Lead Generation and Visibility through Localised Local Paid Search Activation & Optimisation
Introduction
Instructure, the US-based edtech company behind Canvas LMS - one of the world’s most widely adopted learning management systems - set out to strengthen its presence in Korea’s advanced education technology ecosystem. Despite Canvas’ strong global reputation, the platform faced limited visibility in Korea’s tightly networked, search-driven market.
Recognising the strategic importance of local credibility and digital discoverability, expand k partnered with Instructure to craft a performance marketing programme engineered to increase awareness, drive qualified traffic, and establish a measurable foothold in Korea’s B2B and institutional education sector.
Challenges & Objectives
Korea’s education technology landscape is among the most competitive and insular in the world, dominated by domestic LMS providers and reliant on Naver’s ecosystem for B2B research and lead generation. For global SaaS platforms like Canvas, traditional marketing playbooks fall short - visibility must be built through insightful strategies covering search intent, relevance, and sustained engagement.
The objectives were clear yet ambitious: To establish Canvas’ authority in Korean search environments, to generate qualified institutional leads through precision-targeted keyword marketing, and to deliver transparent, data-backed insights to inform scalable market growth.
Activities
expand k devised and executed a structured, performance-led digital strategy rooted in data, localisation, and continuous optimisation. The initiative began with the registration and setup of a dedicated Naver Search Ads account, ensuring full compliance for overseas operation.
A comprehensive Korean keyword research project identified over 500 high-value search terms tied to brand, product, and competitor relevance - forming the foundation of Instructure’s localisation roadmap.
Leveraging these insights, our team managed monthly Powerlink Ad campaigns targeting education administrators and institutional buyers, with ad groups tailored to decision-stage intent. Every campaign underwent real-time monitoring and A/B optimisation, while Looker Studio dashboards provided transparent analytics and ongoing performance calibration.
Results
The campaign established Canvas LMS as a credible and discoverable solution among Korean education professionals, driving consistent traffic growth and qualified lead generation through Naver. More than just digital performance, the initiative provided Instructure with a data-backed framework for long-term market scaling - transforming its Korean presence from passive visibility into measurable, local-market traction.
Multiple Korean institutions opted to switch from other platforms in favour of Canvas LMS, thanks to a blend of strategic localisation, disciplined data use, and continuous optimisation. Through this collaboration, expand k showcased how global edtech brands can successfully establish a thriving presence in the Korean market.