To make the message more relevant, I shifted the creative strategy toward program-specific, career-focused messaging. Each ad spoke directly to future electricians, welders, HVAC technicians, and automotive professionals, while the visuals were refreshed with a more modern, Gen Z-friendly look designed to stand out on social media.

Over the two-month campaign, continuous creative testing and optimization helped increase average weekly leads from 13 to approximately 30, translating to a rise from about 52 to 120 leads per month. Overall, this resulted in a ~131% increase in lead volume and more than doubled the flow of prospective student inquiries.