Project Overview
The University of Rochester aimed to significantly improve its digital admissions performance by optimizing an underperforming legacy ad account and building a modern conversion funnel to generate high-quality student inquiries and applications.
Psyber Inc was engaged to audit existing campaigns, restructure acquisition strategy, implement funnel architecture, and scale lead generation efficiency.
Business Challenges
- High CPL and inefficient budget utilization
- Poor funnel tracking and attribution
- Low-quality leads from legacy campaigns
- Weak landing page conversion rates
- Limited automation and follow-up processes
- Fragmented campaign structure
Campaign Objectives
- Improve ROI and lead efficiency
- Build scalable admissions funnel
- Increase qualified student inquiries
- Improve tracking and attribution
- Optimize lead nurturing
Strategy & Execution
🔍 Legacy Account Audit & Restructuring
- Full audit of keywords, creatives, bids
- Removal of waste spend
- Audience and geo optimization
- Conversion tracking correction
- Budget reallocation
🧲 Funnel Creation & Optimization
- Dedicated landing pages
- Multi-step lead capture forms
- CRM integration
- Automated follow-ups
- Lead qualification workflows
🎯 Performance Scaling
- High-intent keyword targeting
- Geo-targeted campaigns
- Creative testing
- Smart bidding strategies
- Continuous CRO improvements
Results Achieved
🚀 30X improvement in campaign performance efficiency
📈 Significant increase in qualified leads
🎯 Improved lead quality and application intent
💰 Reduced cost per lead
📊 End-to-end funnel visibility
🔁 Scalable acquisition system
Business Impact
- Transformed underperforming ad account into growth engine
- Improved enrollment pipeline quality
- Increased admissions ROI
- Built long-term digital acquisition infrastructure