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
Digital Marketing Increases College’s Conversions by 135%
Combined PPC and SEO strategies help a Chicago-based college increase conversions and better target prospective students online.
Highlights
75%
increase in organic conversions, year-over-year
135%
increase in PPC conversions, year-over-year
23%
decrease in cost-per-click (CPC), year-over-year
The Client
Coyne College is a for-profit, accredited college specializing in varied trade programs.
The Objective
Our biggest goal was to increase enrollment. To accomplish that, we needed to attract more site visitors and create greater interest in Coyne College as an institution. But before any students could be enrolled, they needed to initiate contact with Coyne – that’s where we came in.
Digital Marketing Strategy
Combined PPC & SEO
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The Problem
Prior to working with DTC, Coyne College’s keyword strategy targeted broad match keywords. As a result, they frequently appeared in unrelated searches, driving low-quality traffic to their website. This prior strategy produced a high cost-per-click (CPC), low click-through-rate (CTR), and attracted unqualified traffic for both SEO and PPC campaigns.
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The Solution
Increased visibility and qualified leads through SEO and PPC by identifying relevant keywords for their various trade skills.
Created content campaigns which led to an increase in keyword rankings that attracted more qualified search traffic.
Analyzing our search queries was key to our PPC strategy. Over time we were able to identify the right keywords, which increased our conversion rate and reduced our cost per acquisition.-
Why it Matters
By strengthening and honing our keyword strategy we were able to reduce Coyne College’s cost-per-acquisition (CPA) and increase their conversion rate. The on-site keyword optimizations led to an increase in keyword rankings and attracted more qualified traffic via organic search.
“They’re probably the best firm I’ve ever worked with. The team’s attentiveness, willingness to seek clarification, and personal investment in each initiative’s success continually strengthen the relationship.”
Claudia Silverman, Executive Director of Admissions, Coyne College
Results
Our combined pay-per-click and SEO strategies produced a 75% increase in organic conversions, year-over-year. We were also able to drive increased traffic to targeted program pages by 109% during this same period.
135%
increase in PPC conversions, year-over-year.
Our paid ads led potential students to a contact form, indicating expressed interest in enrollment. The ad campaign produced an 135% increase in the number of these forms completed and gathered valuable data on prospective students for the college to use.
Our team was able to reduce their overall cost-per-click (CPC) by 23% by better targeting keywords and honing their negative keyword list to avoid paying for irrelevant queries. We also worked with Coyne College to add more content to their landing pages which helped our ad performance and improve their ad quality, and ultimately, their CPC.
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