Pilot training is a considered purchase. Each enrolment is worth between $25,000 and $120,000, so the school could afford a high cost per lead as long as the leads were genuine.
The campaigns ran on Google Ads from 2018 into 2021 and produced 664,000 clicks and 31,100 leads on $4.76M of spend, an average of $153 per lead.
At that scale, small changes in cost per lead are worth a great deal. Most of the work was in search term hygiene, bidding against real conversion data and keeping budget on the queries that produced enrolments.
