Case Study: Mass Firearms School achieves 113% more class registrations with Black Propeller

Mass Firearms School increases class registrations 113% with Black Propeller

Mass Firearms School, a firearms safety training facility, partnered with digital advertising vendor Black Propeller to increase course registrations. Their challenge was to grow sign-ups while maintaining a profitable cost-per-conversion between $30-$35, a goal made difficult by external political factors and outdated, manual ad bid strategies that were causing declining performance.

Black Propeller implemented a new strategy centered on Google's automated Smart Bidding. After a full account audit, they ran an A/B test that paired broad match keywords with a Target CPA bid strategy. This approach successfully increased class registrations by 113% in the first 30 days while simultaneously decreasing cost-per-conversion by 4%, achieving a $29.58 cost-per-acquisition that was below the client's target.

Mass Firearms School