Mars Safety, a safety training institution popular for its NEBOSH and IOSH training, approached us for a lead generation campaign to branch out and get new admissions to their courses.
Client | MARS Safety |
|---|---|
Services | Pay Per Click, Search Engine Optimization |
Performance Growth | 8X |
The Challenge
Mars Safety started out with a single institution in Kochi. As an entity in the increasingly competitive field of fire and safety training institutions, to keep ahead of their competitors, they wanted us to capture potential leads that can be converted to admissions.
Results
Continuously running campaigns with constant data turnover, we were able to curate the right strategies and employ effective tactics that resulted in stellar results. The institution scaled up to four branches from its initial single branch. Our campaigns effectively enabled a growth of 8x times, outperforming every competitor since the beginning. While the requirement was to generate 4 leads in a week, we were able to churn out four entire batches with at least two enrolments a day. The data from run campaigns were enough to set up new campaigns, eradicating the need for tests to marginalise errors.
Over 6500 conversions were procured and reconversion rates were not less than 40%. Click-ads contributed to 60% conversions to leads. About 25% of conversion rate came from remarketing on Google Display. Retargeting on Facebook and Instagram also contributed generously to the conversion rates. Cost per conversion was maintained at a relatively stable rate.
Our Proud Numbers
from Click ads.
Google display campaigns
Reconversions achieved.
How We Did It
We targeted a plethora of audience, including highly matured audience who were likely to go ahead with their decisions related to professional and academic achievements. We had a large list of audiences obtained from campaign after campaign, from which similar audiences were created on Facebook to be targeted while running ads.
Our main exercises included running landing page ads for leads. These were call-only ads. There were also Gmail-sponsored ads targeting audiences who had emails related to safety training and related content in their inboxes. On Facebook, short video ads promoting the course content were run leading to a conversion rate of 5%.
Continuously running campaigns with smartly chosen effective exercises that targeted the right audience buckets made this campaign an overall success, gaining the institution batch after batch of admissions and a conspicuous popularity and growth.
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