TEG London: High volume & CPL Reduction on Lead Campaign
// THE_CHALLENGE
The brand's international student acquisition model was operating with critical inefficiency: the previous agency was delivering leads at an unsustainable Cost Per Lead (CPL). The fundamental objective was to take internal control of the lead generation campaigns for the Bottom of the Funnel (BOF) stage. The challenge lay in completely restructuring the digital advertising ecosystem (Meta Ads and Google Ads) to aggressively increase the volume of registrations in key regions like LATAM and Brazil, whilst drastically reducing the acquisition cost without sacrificing prospect quality.
// STRATEGY & EXECUTION
I assumed the strategic and technical direction of the digital campaigns, implementing a hyper-optimised framework geared exclusively towards conversion at the decision stage (BOF).
To achieve this, I redesigned the ad structure using high-converting hooks focused on scholarships, specific courses, and opportunities to study in the UK. Furthermore, I implemented an aggressive remarketing ecosystem with targeted offers for users who had previously abandoned forms. Supported by rigorous daily performance monitoring across Meta and Google Ads, I managed to stabilise and scale the results predictably.
The impact was astronomical: lead generation scaled progressively to reach a massive volume of over 1,180 monthly leads in LATAM via paid social. Most importantly, I managed to plummet the average CPL from the agency’s to a highly efficient range of between 12% and 14% of agency cost. This hyper-efficiency completely transformed the Return on Investment (ROI) of the marketing budget.