Facebook Advertising For Private Schools
Private School Generates Over 10,000 Leads And 8X ROAS
$107,287.05 Managed Spend
Just $8 Per Qualified Lead
Over 1.2m People Reached
About The School
Aberdeen FC had no experience of paid activity on Facebook and wanted to test whether it could play a part in increasing season ticket sales for the 2017/2018 football league season. In previous years they had relied on traditional advertising efforts such as billboards and newspapers.
Client Name, CEO Aberdeen FC
The school already had a good process for converting leads into customers via a “start your school” quiz. But because we were driving cold traffic, we felt we needed to add a level of education. So, we added an additional step to their existing process: a free “start your school” prospectus.
This meant that the flow would be ad → prospectus download → quiz → sale.
We opted to test 3 different types of campaign:
- national (targeting the US broadly)
- by state
- by main city/town (determined by the school’s target areas)
We varied the copy for each state and city to make the content relevant to the people in that area and ran retargeting campaigns to direct warm audiences into the funnel.
The campaign was a resounding success – so much so, the initial 3 month campaign was extended. We reached over 1.2m potential school starters and generated over 10,000 leads.
The 8X ROAS figure only looked at conversions within a 3 months window, so the long-term results are likely to be much higher.
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