Audience Targeting
Creative Strategy
Event Marketing
Paid Media
Meta Advertising
Lead Generation
Williamsburg
Kalli Dean
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| Paid Media | Meta Advertising | Lead Generation | Full Funnel Strategy | Education Marketing |
Introduction |
In 2024, an emerging online homeschool provider partnered with Two Trees PPC to accelerate growth and scale enrollment. With annual revenue of $5M, the brand set an ambitious goal to reach $7M by expanding awareness, increasing qualified leads, and converting those leads into enrollments—without compromising the quality of its educational offering. Historically, search engine marketing had underperformed, with non-branded search accounting for less than 20% of total conversions. Two Trees PPC was brought in to change that trajectory. |
Overview & Strategy
The challenge was twofold: scale revenue efficiently while unlocking new demand beyond branded search. To do this, we built a comprehensive digital growth strategy tailored specifically to the homeschool market. The approach centered on reaching parents and guardians actively seeking flexible, high-quality education options for middle- and high-school students, while supporting them throughout a longer, consideration-heavy decision-making journey.
Our strategy combined brand awareness, demand generation, and conversion-focused tactics across Meta, Google, YouTube, and TikTok. By deeply understanding the motivations, concerns, and behaviors of homeschooling families, we aligned creative, messaging, and targeting to multiple buyer personas and key enrollment moments.
Execution |
Two Trees PPC developed a full-funnel media strategy designed to scale performance across platforms. We expanded beyond reliance on branded search by unlocking new audiences through advanced targeting and persona-based segmentation. Creative, messaging, and calls to action were continuously A/B tested to improve efficiency and drive conversions at scale. Search and video played a critical role in capturing high-intent demand, with in-market and actively engaged parents targeted through Google Ads and YouTube during key decision-making periods. To support this outbound demand, we built robust generic, brand, and competitor search campaigns that captured intent wherever it surfaced. A multi-channel retargeting strategy ensured leads were nurtured effectively from MQL to SQL, improving both conversion rates and lead quality. |
Results
The impact exceeded expectations across every major KPI. The campaign generated $10.5M in revenue, surpassing the initial $7M goal by $3.5M and delivering accelerated growth well ahead of schedule. Qualified leads increased by 346% year over year, while cost per lead decreased by 55%, dramatically improving marketing efficiency.
Search performance saw a fundamental shift, with 80% of search opportunities driven by generic keyword strategies, signaling strong growth in non-branded demand. The success of the campaigns directly fueled company expansion, prompting the client to hire 10 additional sales representatives and add 200 more enrollment spaces for the 2024–25 academic year.
Due to the overwhelming success, campaigns were paused early, resulting in 12% savings across the planned ad budget. The brand also experienced enhanced visibility and recognition within the homeschooling space, solidifying its position as a market leader.