Case Study | Private Nursing College
How a private nursing college lowered its cost per acquisition and tripled its monthly ad spend.
Broadcast was producing students, but the college had no way to know which campaigns were doing it.
−25%
Lower cost per acquisition
In four months
Client
Large private nursing college
Sector
Higher education, career-focused
Footprint
Multiple campuses across multiple states
Goal
Lower cost per start and scale spend with confidence
The Problem
Broadcast was producing students.
It just wasn’t telling them which campaigns were doing it.
The nursing college was investing significantly in broadcast television. Their core demographic had shifted to streaming, but the spend had not followed. Students were enrolling, but the team couldn’t trace which campaigns or markets were producing those starts. CPA tracking lacked accuracy. Performance had blind spots.
When you can’t tell what is working, you can’t scale what is working. The college needed a partner who could connect ad spend back to actual enrollment outcomes, then let them grow on what they could prove.
The Approach
Three decisions built the campaign.
Adduro did not apply a template. The team built around the college’s actual student data, the actual programs and campuses driving enrollment, and the measurement the team could take back to leadership.
01
Built from the college’s first-party student data.
The campaign was modeled on who actually enrolls, not a generic learner archetype. Targeting reflected the real demographic of the people who walk into class.
02
Hyper-targeted by program and campus.
Spend was concentrated on the prospects most likely to qualify for a specific program at a specific campus, not spread thin across the whole footprint.
03
Connected campaigns to actual enrollments.
Adduro reported on which campaigns drove the inquiries that became students. Granular reporting at the placement level. No black boxes.
The Results
The college tripled monthly spend because the lower CPA held up at scale.
Most streaming campaigns lose precision when budgets scale up, which is what makes the second metric below worth reading alongside the first.
−25%
Lower cost per acquisition
In four months
$90K → $250K
Monthly ad spend scaled
In three months
Source: Adduro client data, three-month and four-month windows.
Why It Worked
Three things made the difference.
Targeting
Built from the college’s own student records, not a generic learner archetype.
Measurement
Every campaign connected to actual enrollments, not impressions.
Confidence
Performance was clear enough to scale spend from $90K to $250K without doubt.
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