Local Preparatory and College – Elevating lead quality through precision targeting.
Background
By shifting the focus from quantity to quality, the school is now engaging with the right families – those most likely to benefit from their specialised educational approach – ensuring long-term enrolment success.
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.
The 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.
