Cutting Lead Costs by 5%
By Targeting Parents.

The Problem

In the competitive EdTech landscape, acquisition costs were skyrocketing. The client was burning budget on students (18-24) who had high intent but zero purchasing power.

The Pivot

We shifted the entire targeting strategy to focus on the Financial Decision Makers (Parents aged 35-55+).

• Demographic Shift: Targeting 45-54 age group (Parents) proved most effective.
• Platform Logic: We moved 80% budget to Facebook Feed, where parents are more likely to read details.

The Proof

We didn't just trust the Ads Manager. We audited the CRM data to ensure the leads were real.