Case Study: Mercy University boosts applicants and lowers cost per applicant with PBJ Marketing

Mercy University increases Google Search applicants by 97% with PBJ Marketing

Mercy University partnered with PBJ Marketing to increase the number of completed applications from prospective students while improving cost efficiency across their paid media channels. The university faced the challenge of navigating the unique seasonal patterns and complex attribution models inherent in higher education marketing.

PBJ Marketing implemented a strategic paid media approach for Mercy University, optimizing Google Search and Instagram campaigns to target students at different stages of their decision journey. Their solution included seasonal budget allocation to concentrate spend during peak application periods. As a result, PBJ Marketing delivered a 97% increase in applicants from Google Search and an 18% decrease in cost per applicant.

Mercy University