Meta Lead Generation: US Education Programmes Client

Objective:

An online university for working adults wanted to increase leads for its Psychology, Social Work and Educationprogrammes while reducing cost per lead without increasing media spend.

Diagnosis:

A review of the previous three months of campaign performance identified two opportunities for improvement:

• Audience performance: The 18–24 age group was consistently underperforming.
• Lead form alignment: A single lead form was used across all three programmes, creating an opportunity to better align each form with its programme.

Strategy:

As part of my Quick Wins framework:

Excluded the consistently underperforming 18–24 age group.
Paused the weakest-performing creatives.
Tested separate lead forms for each programme to improve ad-to-form alignment.
Implemented other high-impact optimisations identified during the audit.

Results:

• Following a performance audit of the previous three months, I implemented optimisations to address gaps in audience performance and lead generation.
• Lead Form Alignment: Replaced the single form used across all programmes with separate lead forms to improve ad-to-form alignment and maintain consistent messaging through to submission.
• Audience Efficiency: Paused the underperforming 18–24 age group to reduce wasted spend.
• Creative Optimisation: Paused the weakest-performing creatives.