Case Study
Vox Singing Academy
Enhancing student enrollment through targeted digital advertising campaigns.
Australia’s top singing academy worked with Owendenny Digital to optimise Google and Facebook ad campaigns for student enrollments, resulting in a substantial increase in conversions and reduced cost per lead.
conversions in July
at A$20
conversions in August
at A$25
leads from Meta Ads in July at A$42
12 leads from Meta Ads in August at A$49
The Story
Australia's Leading Singing Academy
Vox Singing Academy, based in Melbourne, is a premier institution in the singing and vocal training industry. Established in 1993, VSA provides customised, result-driven lessons to students of all ages and skill levels. Renowned for its excellence, VSA is trusted by amateur and professional singers, including those with major-label contracts.
The Goal
Boosting Student Enrollment
Vox Singing Academy wanted to generate over 30 new student enrollments each month by increasing brand awareness in Melbourne and improving conversion rates on Google and Facebook ad landing pages.
"We aimed to optimise the impact of our Google and Facebook ad campaigns on student enrollments. By auditing existing campaigns, implementing precise conversion tracking, and launching targeted ads, we focused on eliminating inefficiencies and driving high-quality leads. This strategic approach provided us with actionable insights into audience behaviour, leading to a significant boost in enrollments and reduced cost per lead."
Samuel Kariuki
Senior Campaign Strategist, Owendenny Digital
The Solution
Stopping the rot and optimising ad performance
The Owendenny team sought to stabilise the client’s ad accounts by eliminating inefficiencies and focusing on high-performing campaigns. We conducted a comprehensive audit, pausing and removing campaigns that weren’t delivering results, which allowed us to concentrate on optimising the winners to drive better performance.
Implementing advanced conversion tracking
To gain a deeper understanding of the revenue-driving actions on the client’s website, we established precise conversion tracking mechanisms. This setup enabled us to track key customer actions with accuracy, providing invaluable insights into what was truly contributing to meaningful revenue growth.
Profiling and segmenting the target audience
The next step involved a detailed analysis of the client’s customer base. We identified three distinct customer avatars through demographic and psychographic segmentation, including profiles where parents, rather than students, made the purchasing decisions. These insights allowed us to craft tailored messaging and offers that resonated with each segment, driving higher engagement and conversions.
Optimising landing pages for enhanced conversions
With customer profiles in place, the Owendenny team turned its attention to the client’s landing pages. We pinpointed weak areas and provided strategic recommendations to improve conversion rates, ultimately reducing the cost per booking for both Google Ads and Facebook Ads.
Launching targeted, high-impact campaigns
Armed with refined audience insights and optimised landing pages, we launched new Google Ads campaigns targeting key metropolitan areas. We also deployed Facebook Ads with precise geotargeting, focusing on filling critical studio locations. These campaigns featured irresistible offers tailored to boost immediate business inquiries.
Utilising advanced tools and techniques
- Facebook Ads:
- Lead Forms
- 20s Phone Call Conversions
- Advantage+ Ads
- Custom Conversions integrated with the eCommerce platform Amelia
- Google Ads:
- Lead Search Campaigns for Student Enrollment and Franchise Leads
- Purchase, Phone Call Leads, and Appointments
Testing and optimising for continuous improvement
To ensure optimal results, the Owendenny team adopted a Rapid-Iterative-Testing (R.I.T) approach. By testing and refining headlines, body copy, and creative angles within the first 30 days, we were able to optimise the campaigns and achieve the best possible outcomes.
The Results
Achieving exceptional enrollment growth
The Owendenny team evaluated the impact of the optimised ad campaigns during July and August, which revealed:
- 60 conversions in July at an average cost of A$20
- 44.1 conversions in August at an average cost of A$25
- 17 purchases, 38 phone call leads, and 5 booked appointments in July
- 6 purchases, 31 phone call leads, and 1 booked appointment in August
- 11 call leads from Meta Ads in July at A$42
- 12 call leads from Meta Ads in August at A$49
Products Used
Marketing Strategy
Crafted a comprehensive approach to drive targeted lead generation.
Offer Development
Designed compelling offers to boost conversions and engagement.
Facebook Ads
Deployed targeted ads to reach and engage specific audience segments.
Google Ads
Executed search campaigns to capture high-intent leads.
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