University of Maryland (Paid Media)
You don’t need another “partner” and we don’t want to be just another vendor. We prefer you to think of us as wise counsel.
Results Worth Bragging About
91 Leads
50%
1,400%
Background
The University of Maryland engaged PBJ Marketing after two programmatic agencies spent $25,000 over three months to promote its Master’s of Technology Entrepreneurship program and generated only 21 leads at a $1,190 cost per lead. PBJ was brought in for a second opinion and to determine whether the existing approach was truly effective.
Our Strategy
PBJ began with a full account audit and found major performance issues, including improper lead tracking and a mobile-app campaign that produced a 98% bounce rate and an average session duration of just five seconds. The team paused the prior activity, rebuilt campaigns from scratch, and rapidly shifted to a research-led paid social strategy. Within the first 15 days, PBJ spent $4,999 on Facebook and generated 91 leads at a $54 cost per lead. From there, the strategy expanded into segmented web-conversion and lead-generation campaigns, with Facebook leads and website conversions synced into ActiveCampaign so performance could be tied back to actual ROI, enrolled students, and the most effective targeting and creative.
Results Worth Bragging About
- Initial paid social test generated 91 leads in 15 days on a $4,999 spend, reducing cost per lead to $54.
- Campaigns achieved CPLs as low as $1-$5 when targeting prospective students outside the U.S.
- Domestic targeting delivered CPLs in the $10-$50 range.
- Paid media now accounts for 50% of all enrolled students and continues to grow semester over semester.
- PBJ reported a 1,400% increase in leads within the first three months.
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