Project Background
Client: GTEC is a UK-based leader in renewable energy and building services training.
Objective: They partnered with us to promote their fully funded insulation and retrofit training courses. With a strict deadline for the funding, GTEC needed a data-driven Pay Per Click strategy, using Google Ads to get as many sign-ups as possible in a short timeframe.
The Challenge
GTEC faced the following challenges:
Tight Deadlines: Their courses needed to be promoted and filled quickly to utilise the available funding.
Pressure to Meet Targets: The campaign needed to generate a large number of signups to meet their funding goals.
Driving Conversions and Engagement: Encouraging sign-ups alone was insufficient—users needed to engage fully with the courses as well.
Budget Constraints: The campaigns needed to to be cost-effective to achieve the best return on investment (ROI).
Our Solution
JL Creative crafted a comprehensive PPC strategy, leveraging the synergy between Google Search, Performance Max (P-Max), and Facebook re-marketing campaigns:
Phase 1:
Google Search campaigns were launched and used to attract initial signups and feed conversion data into the P-Max campaigns.
Phase 2:
P-Max campaigns utilised the Search campaign data to reach more people and improve conversion rates by using machine learning.
Phase 3:
Facebook re-marketing campaigns targeted users who had not fully engaged to encourage them to take action.
Budget Scaling:
Based on the data we got back, the budget was incrementally increased for the best-performing ads to achieve even better results.
The Results
The PPC campaigns successfully achieved GTEC’s promotional goals despite the high-pressure deadlines:
Impressions: Over 261,000 people saw the ads across Search and P-Max campaigns.
Clicks: The ads received 7,685 total clicks at an average cost of £0.25 per click.
Conversions:
P-Max campaigns: 234 conversions (sign-ups) at a cost-per-conversion (CPC) of £3.29.
Search campaigns: 37 conversions (sign-ups) at a CPC of £8.73.
Facebook Re-marketing: Played a pivotal role in driving engagement among users who had initially disengaged.
Campaign Success: Surpassed promotional expectations, filling courses within the funding deadline.
JL Creative’s strategic use of Google Search, Performance Max, and Facebook re-marketing allowed GTEC to exceed their promotional goals under tight deadlines. By effectively training machine learning algorithms and engaging users across platforms, we delivered exceptional results that ensured the success of the campaign.
Want to learn how we can help your business with online advertising? Get in touch with us today to discuss your goals and start driving results!
