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Adult Education Community Interest Company PPC Case Study

100%
increase in web leads
32.27%
increase in web traffic
33.42%
increase in page views

About the client

A leading provider in the South West for adult education, apprenticeships and traineeships.

Objective

The primary aim was to broaden the CIC's educational outreach, particularly targeting new demographics. The campaign focused on attracting fresh visitors and leads for their pre-apprenticeship programme, using non-brand terms in Google Ads. This approach was chosen to align with their mission of making a substantial societal impact through education.

Strategy

The strategy capitalised on the CIC's extensive collection of engaging visual assets, including videos and imagery, which perfectly encapsulated their community-centred educational services. We targeted individuals at various stages of their educational journey, employing a mix of search, video, and display campaigns across Google's platforms. This multifaceted approach was designed to maximise reach and engagement within the community, reflecting the CIC's commitment to educational advancement.

Results

The Google Ads campaign marked a significant stride in the CIC's endeavour to widen its educational influence. The results were encouraging: A steady influx of leads from non-branded terms, underscoring the growing influence of the CIC in the education sector. A modest yet promising start in numbers, with a significant uptick in quality web traffic and page views. This indicated an expanding reach of the CIC's educational services and a heightened interest in their community-focused initiatives.

Summary

This case study exemplifies the power of PPC in enhancing the visibility and reach of a community interest company in the education field. It underscores how a well-crafted Google Ads campaign can effectively complement SEO efforts, particularly for a CIC aiming to extend its educational impact beyond brand-centric traffic.

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