Educational Case Study 2024 Success Story: From Awareness to 4,000% Growth in Conversions
After a strong 2023 awareness campaign that sparked high parent interest, our client aimed higher. They wanted to turn visibility into measurable admissions growth.
That’s when Dot IT built on the lessons of 2023, refined every click, and transformed awareness into action.
The result? A 4,000% surge in conversions, smarter media investments, and a new standard for educational marketing success.
The Challenge
An International School known for its commitment to excellence had already built strong brand awareness in 2023. Their campaigns reached thousands of parents, generating high engagement and visibility.
But while the awareness goal was successfully met, the real challenge emerged elsewhere: How can we increase conversions without sacrificing its awareness success?
In the education sector, a “conversion” isn’t a simple click or form submission; it’s the first step in a parent’s decision-making journey.
However, data revealed major drop-offs between awareness and action. Parents showed strong interest in ads, but often stopped short of booking a visit. We needed to make a smarter funnel, one that not only captured attention but also guided families from first click to campus visit and, through ongoing remarketing, encouraged them to complete their children’s enrollment.
Heading into 2024, the objective was clear:
Sustain the same level of awareness while driving a measurable increase in high-intent conversions.
Our Strategy: From Awareness to Action
The 2024 plan began with a bold shift, from awareness-focused marketing to a conversion-first approach.
Dot IT designed a multi-channel media buying strategy powered by Google Ads, Meta, and YouTube (Video Ads). But more than just buying media, we built a complete admission journey.
For more details on how Dot IT built education-focused media buying strategies that generated qualified leads, check out our Education Media Buying Case Study.
Key Strategic Shifts
- Smarter Tracking & Analytics
We enhanced conversion tracking and attribution models, focusing on multi-touch journeys rather than one-off clicks. This helped us to understand how parents interacted across channels from the first ad view to the final form submission.
- Optimized Landing Experience
We redesigned the landing pages to make form submissions frictionless. Clear CTAs, intuitive layouts, and emotionally resonant content guided parents naturally through the decision process.
- Data-Driven Funnel Optimization
By analyzing funnel behavior, we identified where users dropped off and implemented retargeting campaigns to re-engage warm leads.
- KPI-Based Decision Making
Every decision was guided by real-time data, monitoring CTR, CPC, conversion rates, ROI, and lead-to-traffic ratios to ensure continuous performance improvement.
Performance Overview: 2023 vs 2024
Year-to-Year Growth
Education’s campaigns in 2024 didn’t just perform; they transformed.
The data tells the story. These numbers show more than growth; they show evolution.
| Metric | 2023 Results | 2024 Results | Growth % |
|---|---|---|---|
| Impressions | 6.82M | 7.92M | +13.9% |
| Clicks | 115K | 388K | +237% |
| Conversions | 471 | 20,325 | +4,215% |
| Goal Value | €4.8K | €5.29K | +10.2% |
Google Ads Results
The journey began with a strategic campaign designed to connect with the right audience, parents seeking the best educational opportunities for their children.
In 2023, the client invested in a Google Ads campaign. The results were promising for a first run:
- 99.7K impressions: strong visibility in a competitive market.
- 8.3K conversions: proving that interest was real.
- 85.59% conversion rate: a standout achievement in the education sector.
- 9.72K Clicks: clear signs of audience relevance and message fit.
These results validated the potential of digital advertising.
But in 2024, things escalated fast.
With a refined targeting strategy, optimized bidding, and improved ad creatives, Dot IT helped scale performance dramatically:
- 7.08 million impressions
- 344,000 clicks
- Conversion Rate: 58.03%
- Goal value: 190K
The numbers told the story of higher reach, stronger click volume, and lower cost per action. And not only did we reach more people, we also reached the right people, turning awareness into measurable admissions interest.
Conversion Paths
In 2023, most parents converted after engaging with just one campaign, a simple, single-step process.
By 2024, the client adopted a multi-campaign strategy, guiding parents through several touchpoints from awareness videos to remarketing ads before they booked a campus tour.
This approach created a stronger funnel, with campaigns working together to build trust and move families from interest to action. Both the Main and West Campus campaigns played key roles in these assisted conversions.
This confirmed the success of Dot IT’s multi-channel retargeting strategy; parents weren’t just clicking once; they were coming back, comparing, and committing.
Lead Funnel
In 2023, the client funnel revealed significant drop-offs: 1.2 million users entered the top of the funnel, but only 471 reached the lead stage.
By 2024, that changed. Improved lead quality, stronger funnel progression, and clearer calls-to-action turned early interest into real admissions opportunities. The funnel became tighter, faster, and far more effective at guiding parents from awareness to decision.
Website Engagement
In 2023, website traffic spiked during seasonal enrollment months like April–May, then dipped sharply.
In 2024, engagement stabilized across the year. Admission-related pages saw consistent visits, signaling that the digital presence had evolved from campaign-driven spikes to sustained traffic momentum.
Deeper Insights 2024 campaign
Multi-Touch Conversions Soared
In 2023, most conversions came from single-touch interactions. In 2024, the client saw a surge in multi-touch assisted conversions, with the main campus campaign playing a critical role across multiple conversion paths.
Lead Funnel Strengthened
In 2023, 1.2 million reached the top of the funnel, but only 471 became leads. In 2024, Dot IT’s funnel optimization delivered over 20,000 qualified leads, dramatically reducing drop-offs.
Consistent Website Engagement
2024’s campaigns generated steady traffic, especially on admission-related pages, ensuring a reliable flow of prospects even outside seasonal peaks.
CPC Efficiency Improved
With smarter audience targeting and creative testing, we achieved higher CTRs and lower CPC, resulting in more results for every euro spent.
The Results
The client’s partnership with Dot IT paid off literally.
- 4,215% increase in conversions
- 237% growth in clicks
- More stable, high-intent traffic flow
- Improved ROI and lead quality
What started as a brand awareness project in 2023 evolved into a high-performance digital admissions engine by 2024.
Key Takeaways
- Awareness is only the first step; action drives impact.
- A data-backed, multi-channel strategy can turn interest into enrollment.
- Continuous optimization fuels year-over-year growth.
Education’s 2024 Campaign Success!
The Education 2024 campaign proved that success isn’t luck; it’s the result of strategy, data, and strong partnerships.
By building on the foundation set in 2023, Dot IT helped our client move from being simply noticed to being chosen by thousands of parents. The school didn’t just grow; it multiplied.
And the journey is far from over. With sustainable results and a proven ROI, they continue to partner with Dot IT, now expanding efforts into the 2025 campus campaigns to keep driving awareness, engagement, and enrollments year after year.
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