Local Preparatory and College – Elevating lead quality through precision targeting.
CHALLENGE
A Local Preparatory and College provides tailored academic support for students with learning challenges. Their unique position lies in bridging the gap between mainstream education and highly specialised therapeutic schools. While previous campaigns boosted awareness and inquiries, many leads failed to meet stringent enrolment criteria. The goal was to shift from quantity to quality, focusing on families who aligned with the school’s offering, financial capacity, and specific geographic location.
STRATEGY
To address the challenge, we implemented a highly focused, data-driven approach:
Shifted budget allocation from PMAX to Search Campaigns, directing investment towards users actively searching for relevant educational solutions.
Focused on precision targeting through:
- Reduced audience scope to four in-market segments and one custom audience.
- A shift from broad to phrase match keywords.
- Extensive negative keyword implementation.
- Refined targeted observation audiences.
Optimised Conversion Tracking:
- Prioritised lead forms and calls lasting over 60 seconds to ensure high-intent interactions.
RESULTS
The refined strategy yielded significant improvements in lead quality and engagement:
Enhanced Engagement:
- Ad interaction rates surged by 75.48%, indicating stronger audience relevance.
Improved Click-Through Rate (CTR):
- A 46.16% increase in CTR confirmed that the refined strategy successfully reached and resonated with the right audience.