Cornerstone
Cornerstone University is a higher education institution based in Grand Rapids, Michigan. Established in 1941, it is a private Christian university affiliated with the Free Methodist Church. Cornerstone University offers undergraduate and graduate programs in a variety of disciplines, including business, education, humanities, social sciences, and theology.
The university emphasizes academic excellence, spiritual growth, and service to others, seeking to integrate faith into learning and living. With a commitment to Christian values and principles, Cornerstone University provides a supportive community and a holistic educational experience that prepares students for leadership, service, and success in their chosen fields.
Google Ads • Meta Ads • Creative • CRO
+23%
Conversion Rate
+116%
CTR
+337%
Leads
The Beginning
Cornerstone was seeking a partner who could not only help scale their online outreach but also increase its efficiency. Given the highly competitive nature of the US education industry, which is often dominated by a few tier 1 institutions, Cornerstone sought guidance to maximize the impact of their online efforts in this challenging landscape.
Our Strategy
With Cornerstone, we conducted structured A/B tests to gain actionable insights. These insights were leveraged to overhaul account structures, resulting in a drastic increase in lead volume while decreasing CPAs. We also focused more on non-branded keywords and targeted high-intent and program-specific headlines to improve CTRs. This strategy significantly increased ad exposure to searchers unfamiliar with the institution, more than doubling impressions.
Before
Through an engaging video format, transitions and animations created a scroll-stopping effect without overwhelming the user. Additionally, relevant stats were included to highlight the credibility and effectiveness of the programs offered by Cornerstone.
Before
Women
Men
System that works
Cornerstone University's marketing strategy focused on data-driven decision-making through structured A/B testing, leading to an overhaul of account structures that boosted lead volume while reducing CPAs. By shifting towards non-branded keywords and crafting high-intent, program-specific headlines, the strategy aimed to diversify keyword focus and improve CTRs, effectively targeting new audiences. This resulted in a significant increase in ad exposure to searchers unfamiliar with the institution, doubling impressions and enhancing brand visibility. Overall, the strategy highlights the efficacy of data-driven optimization, tailored messaging, and audience segmentation in achieving marketing goals such as lead generation and increased brand awareness.
