Case Study: CIA drives 11X incremental leads with Mason Interactive

CIA drives 11X incremental leads with Mason Interactive

The Culinary Institute of America (CIA) sought to optimize its cross-channel digital ad spend and drive more student leads. To investigate the potential benefit of increasing its investment in paid social ads, CIA partnered with vendor Mason Interactive to run a Facebook cross-publisher conversion lift study.

Mason Interactive implemented a study to measure the incremental conversion lift from Facebook ads, search ads, and their combination. The solution involved running targeted video and photo ads across Facebook and Instagram and utilizing campaign budget optimization. The study revealed an 11x lift in incremental leads from the combination of Facebook and search, a 9x lift from Facebook alone, and a 3x lift from search alone, validating that a unified approach drives superior outcomes.

CIA