Mercy University (Paid Media)
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Results Worth Bragging About
97%
159%
Background
Mercy University partnered with PBJ Marketing to increase completed applications from prospective undergraduate, graduate, and transfer students while improving cost efficiency across search and paid social channels during FY24 (July 2024-May 2025). Our strategic approach accounted for the unique seasonal patterns and attribution complexities of higher education marketing.
We recognized that ad clicks during the peak research period (November-December) often generated organic return visits when students were ready to apply, while strategic spend increases during the application deadline rush (March-April) directly drove application completions.
Our Strategy
Search Strategy
- Non-Branded Google Search: Prioritized undergraduate campaigns for volume while maintaining pressure on graduate/transfer programs, monitoring CPC trends by program
- Impression Share Growth: Targeted key graduate programs (Education, Communications Disorders, Health Services Management, Occupational Therapy) to maximize qualified reach
- Branded Search: Expanded coverage to efficiently convert high-intent prospects
Social & Awareness
Instagram Prospecting: Broad campaigns targeting high school, transfer, and graduate prospects for upper-funnel engagement, optimizing toward MBA themes with highest CTR
Budget Optimization
Seasonal Allocation: Shifted spend to peak application periods (March-April) based on applications- to-spend performance data
Results Worth Bragging About
- 97% increase in applicants from Google Search while Cost per Applicant decreased by 18%
- Branded Search applicants increased 159% YoY
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