Full-Funnel Lead Generation Campaign

RolePaid Media Strategy Lead

ChannelsMeta, Google Search, TikTok, YouTube

Led the strategy and implementation of campaign rollouts from initial planning through performance reporting and campaign optimizations.

This performance review case study focuses on full-funnel lead generation, channel contribution, and the optimizations that improved enrollment conversion performance.

Key Outcomes

Lead-Volume Target

113.36%

of target achieved

Core Pipeline Volume

58%

of total leads attributed to Meta

Conversion Rate

9.46%

vs 1% Historical Benchmark

Context & Challenge

A higher education system needed to increase enrollment across several competitive degree programs.

Unlike a straightforward purchase journey, choosing a school or program involved a long consideration period with multiple research, evaluation, and application touchpoints. The media strategy needed to generate immediate lead volume while continuing to nurture prospective students over time.

Strategic Approach

What the Results Showed

Target Attainment

The campaign exceeded its lead-volume target, demonstrating that the channel mix could support ambitious enrollment goals within a highly compressed timeline.

Channel Contribution

Meta emerged as the primary lead engine, accounting for the majority of pipeline volume generated by the campaign.

Conversion Efficiency

The conversion rate showed that the campaign was not only generating volume, but attracting prospects with stronger enrollment intent.

Together, the results demonstrated that the campaign could scale lead generation without sacrificing conversion quality.

What I Bring

This project demonstrates my experience managing a high-pressure campaign with targets directly tied to the business’s bottom line. It also highlights my ability to lead paid media across the full funnel by integrating channel strategy, audience development, measurement, and conversion-path optimization.