The client
A prestigious school in San Antonio.
The challenge
The institution's challenge was generating high-quality leads while minimizing the cost per conversion.
What we were asked to do
Their goal was to increase the number of qualified leads to grow their business while minimizing the cost per lead (CPL).
What we did
The strategy included developing specific Google Ads campaigns tailored to relevant keywords and audience targeting. Initially, the goal was to enhance lead quality despite facing high costs. Improvement was achieved by introducing new ad copies and focusing on school events, which helped lower the cost per lead. Following this, a Search campaign was launched to generate leads and a Performance Max campaign was implemented through the Google Business Profile to drive foot traffic.
What worked in the creative
The best-performing ad had high engagement, featuring calls to action like "Call." It was optimized for visibility and engagement, significantly contributing to overall lead generation.
Results
During the first two months, the campaigns generated 53 leads at a cost of $121 per lead. In the next two months, the number of leads increased to 74, with the cost per lead dropping to $68. In the fifth and sixth months, there were 55 leads at $86 per lead. In the final phase, spanning months seven to ten, the results were 124 leads at a cost of $61 per lead.
Outcome
Overall, the campaign generated 306 leads at a total cost of $23,802, with a click-through rate (CTR) of 0.27% and a cost per click (CPC) of $1.32.