The Problem

In spring 2024, a commuter-friendly college in New York City came to MHTN with a blunt statement:

“We’ve spent heavily on Meta, Google, and even Pandora Radio for four years, but we still can’t tell which dollars produce enrollments.”

Their internal dashboard showed climbing costs, flat inquiries, and little to no tracking to help attribute leads to their source. Our task was to rebuild everything -strategy, structure, landing pages -and prove paid media could do more than “keep us visible.”

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Campaign Audit: Where Our Team Started

• Too much segmentation: Many hyper-targeted campaigns based on  ZIP codes running on platform minimum budgets. $5/day caps (too little data for platform learning).
• Goal Misalignments: Pandora awareness ads running in said zip codes with no way to drive or attribute customer actions. 
• No tracking codes, so Marketing and Admissions argued over whose leads were whose.‍

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New Campaign Architecture: One Campaign, 200+ Assets

We collapsed the existing campaigns on Meta and Google into program-level campaigns, the dense-budget approach with strategic segmentation is outlined on our Paid Media service page.

• Launched 214 assets on day 1, each tied to a specific training program.
• Ad sets by program allow us to continuously collaborate with the client; shifting budget to the programs that need it on a moment's notice. 
• Audience targeting based on key user interest and behavior, not strictly zip codes, to help algorithms reach the target customer profile.‍

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Landing Pages: Built in 12 Hours

Our campaign landing pages in Webflow. Each page mirrored its matching ad set: same key selling points, same photos leveraged in our variable creative, five easy form fields. Pages loaded in 1.3 seconds, trimming bounce and raising page conversion rate from 2.6% to 10.65%.‍‍

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Results After Two Months

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We'll continue to optimize, following our principles that are bringing cost down and efficiency up.

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Want a free 30-minute audit of your college’s paid-media account?
Schedule time with our Quant team
→ ‍Book an audit.