Education, Performance Media
Applications up, cost per acquisition down, two years running
Following an earlier engagement, the brief for FY25–26 was to keep lifting application volume while continuing to bring down cost per acquisition year over year.
The idea
Carry forward the high-intent targeting and funnel work from the previous year, then tune it against a fresh year of admissions data rather than starting the optimisation over.
Execution
- Extended the prior year's high-intent targeting model against fresh FY25–26 data
- Refreshed creative for the new admissions cycle
- Continued funnel tightening from enquiry through to application
- Reallocated spend continuously against cost-per-acquisition performance
Scope
- High-intent audience targeting
- Creative refresh
- Application funnel optimisation
- Cost-per-acquisition optimisation
11%
Increase in applications, year on year (2025–26)
27%
Drop in customer acquisition cost, year on year (2025–26)
