Case study · Education

Lowered cost per qualified lead by 41% while tripling enrolments from paid media

Fixing attribution, rebuilding landing pages and automating lead nurture turned paid acquisition into Meridia's most predictable growth channel.

Client: Meridia Learning
Industry: Education
Timeline: 6 months
Services: Marketing, AI

Impact

The results

Cost per qualified lead
-41%
$118$70
Return on ad spend
+183%
1.2×3.4×
Lead-to-enrolment rate
+7 pts
4%11%
Speed to first contact
-99%
26 hours4 minutes

01

The challenge

Meridia generated plenty of leads, but only a small share enrolled. Campaigns optimised for cheap form fills, sales worked leads in no particular order and nobody could say which channels created revenue.

02

Strategy

Measurement came first: optimise for enrolments, not leads. Then improve the offer and landing experience, and make follow-up instant and personalised.

Offline enrolment conversions sent back to ad platforms
Program-specific landing pages built for testing
AI lead scoring with instant sales alerts

03

Implementation

We implemented server-side tracking and CRM integration, rebuilt campaign structures around programmes and intent, launched a creative testing cadence and automated nurture across email and WhatsApp.

04

The result

Cost per qualified lead dropped 41%, return on ad spend reached 3.4× and enrolments from paid media tripled — with sales spending time on the right conversations.

Timeline

How the project unfolded

Phase 14 weeks
Measurement rebuild
Tracking plan, server-side events and CRM integration.
Phase 26 weeks
Landing pages & creative
Programme pages and creative testing framework.
Phase 34 weeks
Automation
Lead scoring, routing and nurture journeys.
Phase 4Ongoing
Scale
Budget scaling with weekly optimisation.