Industry
Education
Challenge
IBM P-TECH is a non-profit offering free tech resources, including job skills, courses, and credentials. They faced challenges with increasing conversions and lowering cost-per-lead, while needing ads that appeal to students, teachers, and job seekers.
Results
Through account restructuring, targeted messaging, and automated bidding tests, (un)Common Logic helped IBM P-TECH achieve a 320% increase in conversions, a 52% boost in relevant traffic, and an 81% reduction in cost-per-lead.
Key Product
PPC
About IBM-PTECH
IBM P-TECH (Pathways in Technology Early College High School) is an educational program that helps students earn both a high school diploma and a no-cost, two-year associate degree in STEM fields. The program partners with public schools, community colleges, and industry leaders to provide students with classroom learning, workplace experiences, and mentorship, aiming to prepare them for careers in high-growth industries.
The Challenge
IBM P-TECH is a non-profit education service that focuses on providing resources for users in tech with job skills, courses, and credentials—for free. They had historically struggled to increase conversions while decreasing cost-per-lead, so they were looking to spend more efficiently. They also need to ensure their ads are appealing to their different target audiences (students, teachers, and job seekers).
The Solution
(un)Common Logic restructured IBM's Google Ads account to best practices, catering messaging to specific audiences. We also implemented continuous optimizations driven by:
Ongoing Analyses
Testing
Specifically, testing automated bidding to deliver higher results at a more efficient cost/lead.
The Results
(un)Common Logic's PPC team helped IBM P-TECH achieve these results by restructuring their account and implementing highly targeted messaging for key audiences. By focusing on students, teachers, and job seekers, the team drove more relevant traffic to the site, boosting visits by 52%. Through strategic use of automated bidding tests in Google Ads, the team also optimized spending, reducing cost-per-lead by 81%.
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