By targeting a specific, niche audience of academic administrators for a downloadable guide on Facebook, we were able to achieve an impressive conversion rate and a low cost per lead for SE2, resulting in 19 valuable leads in just two and a half months.
The agency created a guide to help two-year and trade schools appeal to Gen-Z. As the paid social advertising partner, we then launched a conversion campaign for the effort on Facebook. We targeted 30-65 years olds in the intermountain west region. We targeted academic administration, who also have a role in Marketing Communications and Recruitment.
Facebook ad conversion rate
CPC compared to RFP
While the click-through rate wasn't exceptional (1.07% compared to the average of 1.5%), conversions from the campaign were well above average. The 12.34% conversion rate beats out the 9.21% average for Facebook Ads (all industries). Considering the form submission is a tough commit these days, that's an impressive conversion rate. Further, the leads that were generated have been highly valuable and are the exact target for the campaign.