Brand: Graducator
Background:
Graducator, an edtech platform specializing in postgraduate test prep, wanted to expand its digital reach and increase student enrollments without inflating customer acquisition costs.
Challenge:
Despite running ad campaigns across Facebook and Google, the brand was struggling with low conversion rates and diminishing returns on ad spend (ROAS around 1.2x). Key issues included poor audience targeting, generic creatives, and inconsistent messaging across channels.
Strategy:
Our approach included:
- Audience Segmentation: Leveraged first-party data and behavior analysis to segment users by intent and lifecycle stage.
- Ad Funnel Alignment: Developed full-funnel ad journeys with tailored creatives—from awareness (video carousels on Facebook) to decision (search ads with compelling CTAs).
- Cross-Platform Attribution: Implemented UTM tracking and conversion API to unify performance measurement.
- A/B Testing: Continuously tested creatives, copy, and landing pages to optimize click-to-conversion rates.
Results:
- ROAS increased from 1.2x to 4x in 90 days.
- CPL dropped by 37%, allowing for higher budget allocation.
- Conversions grew by 212%, with improved lead quality.
- Remarketing campaigns on Facebook yielded a 6x ROAS independently.
Takeaway:
By synchronizing creative, targeting, and attribution between Google and Facebook, Graducator turned scattered clicks into consistent conversions, scaling their marketing ROI substantially.
