We began our partnership with SMU Cox by implementing a complete strategic restructuring of their paid search account. Over the course of the next 18 months, we moved away from manual processes toward a more sophisticated, data-driven engine that could scale with their enrollment goals.

Our approach included:

• Transitioning to AI-driven bidding
  We replaced manual bidding with target CPA (tCPA) bidding and later implemented a model focused on maximizing Return on Ad Spend (ROAS). This allowed us to leverage Google’s machine learning to adjust bids in real time, factoring in signals such as a user’s recent online activity and level of interest.

• Prioritizing high-value engagement
  By assigning values to specific actions within the enrollment funnel, we moved beyond simple lead generation to prioritize the prospects most likely to convert into students.

• Continuous conversion testing
  We maintained a rigorous testing schedule for landing page design and ad copy, which successfully boosted on-page conversion rates by 53% and click-through rates by 15%.

• Proactive campaign management
  Our team performed daily and weekly optimizations, including keyword and keyword exclusion grooming, device and location targeting refinements, and deep dives into competitor activity to ensure the account remained agile.

A smarter funnel generates higher-quality leads, for less.

By blending machine learning with hands-on expertise, we turned SMU Cox’s funnel into a pipeline of high-quality prospects. This ongoing optimization not only drove more conversions but also built a stronger, more efficient funnel for future growth.