Project Detail
A Canadian online education company was running single-stage awareness campaigns with no retargeting and no lead nurture. Their monthly lead volume was inconsistent and CPL was climbing month over month. The goal was to build a stable, predictable lead generation system that could produce a minimum of 300 qualified leads per month at a sustainable CPL.
Client
Canadian Online
Education Company
Year
2024
Services
Full-Funnel Meta Strategy,
Lead Generation,
Retargeting Architecture
From discovery to deployment, every phase of the project focused on delivering a seamless user experience.
Process:
- Funnel Architecture — Designed a three-stage funnel: cold traffic video view campaigns for awareness, website traffic campaigns for consideration and lead generation campaigns for conversion.
- Video Creative Production Brief — Briefed two lo-fi testimonial-style videos for the awareness stage specifically designed to educate and build trust with cold audiences.
- Custom Audience Build — Created custom audiences from video viewers at 50%, 75% and 95% thresholds and website visitors segmented by page viewed.
- Conversion Campaign — Built the bottom-of-funnel lead campaign targeting warm custom audiences with a direct response offer and urgency-based copy.
- Budget Allocation — Allocated 40% of total budget to cold awareness, 20% to consideration and 40% to conversion, adjusting as funnel filled with warm data.
- Monthly Reporting and Optimisation — Delivered monthly performance reviews with full CPL breakdown by funnel stage, creative performance and audience saturation signals.
Key Features Implemented:
- Three-stage full-funnel architecture with separate objectives per stage
- Custom audiences built from video engagement thresholds and website behaviour
- Lo-fi video creative specifically designed for cold audience trust-building
- Budget allocation model shifting as funnel data matured
- Monthly CPL reporting broken down by funnel stage
Client Quote:
“Before working with Safeer our lead volume was unpredictable. Now we hit our monthly target consistently and our admissions team can plan ahead because the pipeline is reliable.”
Client
Final Thoughts
Predictable lead flow does not come from spending more. It comes from building a system where each stage of the funnel feeds the next. The biggest mistake education brands make with paid ads is sending cold traffic directly to a conversion offer. Cold audiences do not know you, do not trust you and will not give you their contact information the first time they see your ad. Warming them through a video-first approach before asking for a lead dramatically reduces CPL at the conversion stage and improves the quality of leads your admissions team receives.
Leave a Reply