McTimoney College Paid Social
Paid Social for Higher Education & Professional Training - McTimoney College Case Study
The Backbone of a Great Campaign
The Challenge
To shift McTimoney College’s Paid Social activity away from high-volume in-app lead forms and towards higher-quality, website-driven enquiries – without sacrificing lead volume in the process. The benchmark was simple: more leads, better quality, lower cost.
The Strategy
SQUIDGY restructured the Paid Social approach to prioritise website traffic and conversions over instant in-platform forms. Campaign structure was refined to separate prospecting and retargeting more clearly, guiding users through a proper funnel from awareness through to enquiry.
Creative strategy shifted to lead with course detail, career outcomes and reasons to study – content that rewards intent rather than impulse. We also introduced more advanced audience segmentation, targeting users at different stages of their professional journey, from early exploration through to those actively looking to retrain or upskill.
Budget allocation was continuously refined based on lead quality and efficiency, scaling what worked and cutting what didn’t.
The Results
Comparing April 2026 to the pre-SQUIDGY period, the results are clear. Leads up 39%. Cost per lead down 16%.
More leads, better quality, lower cost. Exactly what was promised.
Another SQUIDGY success.
