Client Overview

The College of Law, Australia’s leading legal education provider, has been shaping the careers of law professionals for decades. However, despite their strong market position, they faced challenges in maximising the effectiveness of their digital advertising efforts as new competitors gained market share.

Challenge

With advertising costs rising and the need for more effective lead generation, the College sought a partner who could optimise their advertising ecosystem and improve the efficiency of their marketing spend.

The College of Law approached us with a critical objective:

Improve Advertising Conversion Rates: Their digital campaigns, while generating substantial traffic, were not converting at the desired rate. High traffic alone wasn’t translating into actionable leads and enrolments, and the College of Law needed a solution to turn this around.

Solution

Comprehensive Marketing Audit

Our first step was to conduct an extensive audit of the College’s existing marketing operations, focusing on key advertising channels:

• Google Analytics: We conducted a full analysis of user behaviour on the website, tracking key conversion points, identifying drop-offs, and evaluating traffic quality.
  
  
• Google Search Ads & Facebook Ads: We thoroughly reviewed campaign structures, keyword strategies, ad creatives, audience segmentation, and bid management to identify inefficiencies and missed opportunities for optimisation.

Conversion Rate Optimisation

From the audit findings, we implemented a refined CRO strategy that focused on both the structural and functional elements of their advertising campaigns:

• Updated Conversion Tracking: A key part of the optimisation process was updating College of Law’s conversion tracking schema. By implementing more accurate tracking, we could better measure key actions, enabling better user behaviour tracking and the creation of highly specific audiences.
  
  
• Optimised Advertising Account Structure: We restructured the College’s advertising accounts to allow for more granular campaign management. This included separating top-of-funnel (prospecting) and retargeting efforts, ensuring that different audience segments received messaging tailored to their stage in the buyer’s journey.
  
  
• Audience Segmentation: We developed highly specific and relevant audiences for each program the college offers, and custom audiences based on user behaviour. This helped ensure that ads were highly targeted and messaging was more relevant, reducing wasted spend and increasing engagement.

Expansion of Advertising Channels

To broaden the College’s digital marketing reach and improve lead acquisition, we introduced new advertising tactics:

Prospecting on Google Display: We implemented Google Display campaigns designed to prospect new leads by specifically targeting potential students who were browsing competitor websites.

This tactic allowed us to reach students at the research stage of their decision-making process, providing relevant information on how the College of Law could better meet their educational needs.

Results

Our tailored approach led to a dramatic improvement in advertising performance for the College of Law:

Cost Per Lead Reduced by 50%: With more granular audience segmentation and optimised ad spending, we were able to cut the cost per lead by half, delivering higher returns on the College’s advertising investment.

Advertising Conversion Rate Increased by 2.2x: The optimisations made to the ad structure, audience targeting, and messaging resulted in a more than twofold increase in conversions, significantly enhancing the College’s ability to turn ad traffic into actionable leads.

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