20-Week Campaign That Generated 722 Leads Across 35 Academic Programs

A 20-week search engine marketing campaign for University of Saint Francis' 35 academic programs generated 722 direct leads on a $25,200 budget, driving 143,306 impressions and 8,678 clicks at a 5.85% click-through rate.

Stat card showing 722 direct leads across 35 academic programs over a 20-week campaign for University of Saint Francis.University of Saint Francis

722 Direct Leads in 20 Weeks

Challenge

This midwestern Catholic university partnered with Calculate to maximize its existing budget in order to market specific academic programs. The goal was to increase inquiries across 35 majors.

Solution

With a limited budget, Calculate built a Search Engine Marketing (SEM) campaign focused on 8 program clusters:

  • Allied Health
  • Business
  • Computer Arts and Technology
  • Creative Arts
  • Education
  • Humanities
  • Science
  • Pre-Professional

Each cluster linked to a dedicated landing page that matched user search intent. Ad content focused on the university’s strengths, including

  • Quality of teaching
  • Career success
  • Catholic mission
  • Campus community
  • Affordability

Results

The academic program campaign ran for 20 weeks on Google Ads with stints in November, February-March, June-July. The budget for media: $25,200.

Actions taken by Users

  • Primary Actions (Direct Leads): 722 completed forms and phone calls to Admissions
  • Secondary Actions: 2,463 clicks to apply, clicks to institutional website
  • Tertiary Actions: 689 Google site link clicks, clicks for directions and location

Performance Metrics

  • Impressions: 143,306
  • Clicks: 8,678
  • Click through Rate: 5.85%
  • Cost per Click: $2.91

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