Case Study: Teach For America doubles online leads and cuts cost per lead with Facebook Lead Ads

Expanding Opportunities in Education

Teach For America, a nonprofit that recruits and develops teachers to serve in low‑income U.S. communities, needed to attract high‑performing college graduates and professionals to teach in high‑need urban and rural schools. The challenge was to raise awareness and generate qualified, mobile-friendly leads efficiently across a national target of young adults.

They ran Facebook Lead Ads with Custom and Lookalike Audiences, implemented the Facebook pixel, and A/B‑tested creative and copy—using mobile‑optimized prefilled forms and gender‑targeted imagery with a clear “Learn More” CTA. The campaign doubled total online leads, delivered 50% of new online leads from lead ads (28% from mobile), reduced cost per lead by 61% to about $12.83 for mobile leads, and now roughly half of all online leads come from Facebook.

Teach For America

Stacey Jaffe

Senior Managing Director, Digital Acquisitions and Channel Growth