Case Study: Teach For America achieves a 57% higher conversion rate and improved applicant targeting with Google Analytics Solutions

Attracting Diverse, Top Talent with Google Analytics and Remarketing Lists for Search Ads

Teach For America, which recruits high-achieving, diverse leaders to teach in low‑income communities, faced the challenge of keeping top candidates engaged through a rigorous selection process while competing with major employers. Partnering with LunaMetrics, they used Google Analytics to capture applicant info (GPA, school, major, graduation date) and identify high‑potential applicants to prioritize outreach.

They built custom-dimension audience segments in Google Analytics and applied them to Remarketing Lists for Search Ads in AdWords, serving tailored search ads as candidates researched careers. The targeted RLSA campaigns lifted conversion rates by 57% versus non‑audience campaigns, outperformed account averages on broad keywords, successfully reached distinguished applicants, and improved ad efficiency at scale.

Teach For America

Stacey Jaffe

Senior Managing Director, Digital Acquisitions and Channel Growth