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Winning Campaigns
- Leads: 423
- CPL: £11.20
- Spend: £4,737.60
High-volume lead capture with instant forms for quick qualification.
- Leads: 156
- CPL: £14.80
- Conversion to sale: 18%
Higher CPL but better lead-to-sale conversion rate.
What Was Happening Before
An online education provider needed to generate qualified course enquiries at scale. They were unsure whether instant forms or landing pages would deliver better results, and needed to find the right balance between lead volume and lead quality. The challenge was building a lead generation system that could attract genuinely interested prospects rather than low-quality form fills.
The Strategy
We tested instant forms against landing pages to understand the volume-quality trade-off, while segmenting audiences by career stage and interest and iterating creative around pain points and outcomes.
- Tested instant forms vs landing pages for lead quality
- Segmented audiences by career stage and interest
- Iterated creative around pain points and outcomes
What Happened
The instant form campaign generated 423 leads at £11.20 CPL from £4,737.60 in spend. The landing page test delivered 156 leads at £14.80 CPL but with a superior 18% conversion-to-sale rate, revealing valuable quality trade-offs.
423
Total Leads
£11.20
Cost Per Lead
£4,737.60
Total Spend
2 months
Timeframe
What This Means for Your Business
Pain-point messaging resonated strongly with the target audience, while the form vs landing page testing revealed important quality trade-offs. Audience segmentation improved relevance, proving that education lead gen requires careful balancing of volume and quality with data-driven creative iteration.
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