Discover how the Two Trees PPC team delivered accelerated growth in 2024 – exceeding revenue targets by $3.5M, driving company expansion, and saving tens of thousands of dollars in the process.
Overview
A growing online homeschool provider with revenue of $5M annually sought to scale its business to $7M by expanding its reach and enrollment numbers. They asked for our help in increasing brand awareness, driving more leads, and converting those leads into enrollments while maintaining the high standards of its educational offerings.
In previous years, the company had struggled to get value from Search Engine Marketing tactics, struggling to drive more than 20% of conversions from non-branded search.
Two Trees’ execution
We developed a comprehensive digital growth strategy tailored to the homeschool market – utilizing Meta, Google Search, YouTube, and TikTok ads to connect with parents and guardians seeking flexible, high-quality education options for their children. By analyzing the unique needs and concerns of homeschooling families, we crafted targeted ad campaigns and creatives to match numerous buyer personas.
As part of that task, we:
- Built an all-new full-funnel strategy to target parents and guardians of middle-school and high-school-aged children in key locations
- Unlocked new audiences with rich insights, matching buyer personas to relevant targeting options on multiple platforms
- A/B tested creative, call-to-actions, and copy to drive conversions at scale
- Actively targeted in-market and engaged parents via Google Ads & YouTube during critical decision-making periods
- Created generic, brand, and competitor search campaigns to capture demand generated from outbound marketing methods and key audiences
- Created a robust, multi-channel retargeting strategy to encourage conversion from MQL to SQL
Results:
- $10.5M in revenue: Surpassing the initial $7M target by $3.5M
- +346% qualified lead growth: Significant increase in qualified leads, leading to higher revenue and market share YoY
- 55% reduction in Cost Per Lead (CPL): Improved efficiency in lead generation, making the campaigns more cost-effective YoY
- New sales team hired: Due to the overwhelming success, the client expanded their team with an additional 10 sales representatives to handle the surge in demand
- As well as the growth of the internal team, campaign success led to the company adding 200 additional spaces than planned for the 2024-25 academic year
- Delivered 80% of search opportunities through generic keyword strategies
- Enhanced brand recognition: The campaigns elevated the client’s brand presence in the homeschooling market, positioning them as a leader in the industry
- Due to this significant success, campaigns were paused ahead of schedule, with savings of 12% in ad budgets throughout the campaign flight.
Of the 2024 marketing season, Adam Hailstone, CMO, said, “We’re so proud of what we achieved with Two Trees this year. Their hard work and dedication to driving results for our brand went above and beyond our expectations and goals for 2024, leading to us expanding our workforce and adding 200 additional spots for students.
Conclusion
In previous years, we’ve struggled to see the value in PPC marketing – but they were determined to change this and we’re happy to say that their results changed our minds. With the campaign halted early and savings of around 12% in our digital marketing budget, we’re excited to see what they can do as we work together in 2025”.
