Higher Education Paid Ads Case Study

Increased Student Inquiries for a National University by Almost 100% in One Year Overcoming Post Pandemic Challenges

12275
Doubled Enrollment Inquiries Year Over Year
$ 27
Decreased Cost Per Enrollment Inquiry by 51%

THE PROBLEM

The client wanted to maintain their Google Ad spend for their University for the next year, but reduce cost per conversion and improve conversions for their student leads. This was due to post pandemic concerns affecting their budget and sharp decline in enrollments.

THE SOLUTION

Streamlined the several accounts’ set up structure: campaigns, adgroups, and keywords. Conducted an audit and implemented best practices to reduce wasted spend. Updated several conversions in GTM/GA4 to provide accurate lead generation reporting.

THE RESULTS

Spend was the same year over year at $330K. Total conversions increased by almost 95% (12,275 > 23,995) and cost per conversion reduced by 51% ($13 < $27). The improvements offset the previous years decline in enrollments due to the pandemic, overcoming a significant hurdle far surpassing prior business goals. Conversions were related to phone calls, Learn More, Apply Now, and Register Now.

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