A national healthcare nonprofit was leaving most of its $10,000 Google Ad Grant unspent every month on a Dynamic Search Ads setup. We transitioned the account to Performance Max in October 2025. Monthly grant spend rose 165.738% to hit the full cap by April, clicks grew 439.206%, and website events increased 107.692%.
SEO + Content Case Study
Meta Leads Increase 200% YoY for K-12 Education Curriculum Company
DTC delivered a 200% increase in leads and a 55% reduction in cost per lead by strategically testing Meta audiences, optimizing ad creative, and refining targeting. This approach allowed us to identify client-specific best practices, ensuring ongoing efficiency and sustained growth.
200%
increase in total leads YoY
55%
decrease in cost per lead YoY
37%
increase in CTR YoY
The Client
95 Percent Group is a leading provider of K-12 education curriculum solutions, specializing in helping educators implement evidence-based teaching practices. Their mission is to improve student outcomes through data-driven, customized curriculum support for school districts across the U.S.
The Objective
DTC was tasked with optimizing Meta ads to drive more qualified leads at a lower cost. The goal was to test and refine audiences and creative over time to uncover best practices tailored to 95 Percent Group’s specific needs in the education sector.
Paid Social Strategy
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The problem
95 Percent Group came to us to expand their strategy for generating awareness and driving high-quality leads. With a goal of increasing efficiency across their Meta accounts, they sought to implement a more rigorous, data-backed approach to their campaign architecture. The focus was on identifying new opportunities for optimization and establishing a more consistent, scalable framework for their social advertising efforts.
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The solution
DTC worked closely with 95 Percent Group to develop targeted audiences and custom best practices. We tested and refined each audience and ad to determine the most effective strategies for driving leads at the lowest possible cost. Over time, we developed client-specific best practices for creative, copy, and headlines. This ongoing testing and optimization process ensured that every aspect of the campaign was aligned with their business goals and yielding the best results.
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Why it matters
Lead generation isn’t a one-size-fits-all solution. 95 Percent Group required a tailored approach to reach the key decision-makers in the education sector effectively. By taking the time to test audiences and creative, DTC was able to make Meta one of the most reliable channels for lead generation at an efficient cost. This customized strategy ensured not only immediate campaign success but long-term growth and sustainability for the client.
A year-over-year comparison of Oct–July paid search performance shows impressions dipped 4% while clicks and CTR jumped 37%, driving a 200% increase in net new leads; spend rose modestly but cost per lead dropped by more than half.
This line/area chart tracks new Facebook contacts from Oct –Jul, with near-zero in the beginning, small bumps during August audience tests, then a steep climb after October optimizations (peaking in January) before the typical summer dip.
Results
The results were exceptional. Over the course of the campaign, DTC achieved a 200% increase in total leads year-over-year and a 55% decrease in cost per lead. Additionally, click-through rates (CTR) rose by 37%, demonstrating the effectiveness of the refined strategy. These improvements were driven by continuous optimization of Meta audiences, ad creative, and targeting. As a result, 95 Percent Group saw a significant boost in lead generation, with lower acquisition costs and higher campaign engagement.
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