21% Conversion Rate, 54% Decrease in CPA, 22% Search Impression Share (#1)
21%
Conversion Rate
54%
Decrease in CPA
22%
Search Impression Share (#1)
Company Info
- Company
- PRACTICE B Corp
- Location
- New York City
- Industry
- Education
- Key Goal
- Lead Gen / Recruitment
- Platforms
- Google Ads (Search, Display, YouTube)
About PRACTICE
PRACTICE B Corp is an evidence-based education company that advances equitable education. They recruit and train Education Champions (ECs) to work in schools, and needed to expand their pipeline of passionate, committed candidates through paid advertising.
What PRACTICE Was Facing
- Expanding pool of Education Champions post-COVID
- Needed passionate, committed ECs — not side-gig students
How We Did It
Audience & Segment Development
We built custom audiences around education-related keywords, events, and publications to reach candidates who were genuinely passionate about education equity — not just looking for any job.
A/B Test Landing Pages
We tested email collection vs standard form landing pages — the A side delivered 175% higher conversion rates. We also tested aspirational "difference maker" messaging, which drove a 53% increase in conversions compared to generic copy.
Upper Funnel Campaigns
We launched Discovery and YouTube campaigns to build awareness and attract candidates at the top of the funnel. These upper-funnel campaigns delivered a 54% lower CPA than Search, proving that brand-building and lead gen can work hand in hand.
The Outcome
- 21% conversion rate (industry average 14.2%)
- 54% decrease in CPA
- 22% impression share (#1 in NYC)
- Budget scaled 450% over 6 months
Ready To See Results Like This?
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