Company Background
Our client is a Massachusetts-based educational consulting company that specializes in educational content production for learners K-12, university level, and even adult education services. The organization has been in business for over 100 years due to its passion for pushing the educational envelope. They pride themselves on creating only the highest quality educational content, ranging from learning experience design to course production and management, resulting in highly satisfied clients and students.
The Challenge
Despite having a clear vision of the goals and clientele they wanted to obtain from the engagement, the client did not have a clear roadmap for success. They had not utilized many forms of advertising in the past, so they wanted to start small, ensuring their minimal budget would not be overspent. Due to the minimal past advertising, the client did not have a structured CRM system, adding to the difficulty of the lead generation process.
The Solution
Knowing they had high-demand services with decades of experience, they looked to increase their client portfolio and brand awareness. This resulted in a partnership with FullFunnel, a full-service team of marketing and sales professionals with the goal of helping companies increase their client acquisition rates while supercharging their marketing efforts.
Creating an intensive marketing strategy required extensive competitor research to determine the strategies used by industry leaders in the educational consulting sector. Utilizing this research, FullFunnel was able to devise a performance-based plan focused on obtaining a high ROA due to budgetary and time restrictions.
Results
To ensure all of the available resources were utilized to the client’s advantage, FullFunnel took a one-channel approach; Google Search Ads. Due to the competitive nature of the educational consulting industry, FullFunnel employees were tasked with constant maintenance and research to ensure that every dollar spent was beneficial to the client.
The team made multiple changes to optimize ad copy, landing pages, bidding strategy, Google algorithms, and even monitored website visits to ensure every second of the engagement was productive. This resulted in an average of over 8 leads per month, with a well-oiled pipeline that converted at least 3 of these into quality opportunities every month.
FullFunnel began working with this client in early 2022, and over the course of our four-month engagement has produced:
- More than $75,000 in directly attributable client work.
- A return on ad spend (ROAS) of 13x. Meaning for every dollar spent, the firm has made $13.
- A reduction in the client's cost per sales accepted lead (CPSAL) by at least 10% per month.
- Google Ad Campaigns that average 4 times the industry benchmark conversion rate.
