The client
A Public School offers a free college preparatory curriculum focused on STREAMS (Science, Technology, Reading, Engineering, Arts, Mathematics, and Social Sciences). The primary goal is to increase brand awareness and drive enrollment through enhanced online presence
The challenge
The client needed to boost their online presence to increase brand awareness and encourage more sign-ups and enrollments.
What we were asked to do
The campaign aimed to generate more qualified leads for enrollment while reducing the cost per lead (CPL) through a simplified Facebook Ads structure.
What we did
THE CAMPAIGN RAN FOR 6 MONTH The strategy was executed in phases aimed at optimizing lead generation and reducing CPL. In the first phase, new ad creatives were introduced to prevent saturation, with a focus on testing different targeting combinations. The second phase involved continuous enhancement of target audiences, ad copy, and creatives to improve campaign effectiveness and maintain audience engagement. In the third phase, Facebook Lead Ads were utilized to streamline the lead submission process directly on the platform, aiming to lower CPL and simplify the user experience.
What worked in the creative
The best-performing ads were video ads with conversion ads. Remarketing and lookalike audiences were applied, leading to optimized creative performance.
Results
The final outcome of the campaign for Public School was the successful generation of 438 high-quality leads. This achievement was attributed to expanding the audience based on interests and continuously iterating and optimizing ad creatives to enhance effectiveness and reduce CPL. The iterative approach and ongoing optimization played a crucial role in maintaining and improving campaign performance, ultimately delivering the desired results for the Public School. WOeUsuTccCesOsfuMlly Egenerated over 438 leads in six months.
Source: Public School case study (PDF)