CASE STUDY

Sales Driving Countdown Ads with Leiths OnlineLeiths School of Food and Wine is an award winning UK cookery school offering a world class professional program.
June 14, 2023
+10%Increased conversion rate
Propel services used
Creative| Paid Media| Paid Search| Retail Automation| Shopping Ads| Tech
Team members involved

Alicia ProtheroeClient Success Director

Jack ChellewSenior Performance Consultant

Jack GossingtonCo-Founder / Head of Technology
The Challenge
Filling Live coursesLeith's Online would offer courses inclusive of live, one-to-one tuition. These courses would have a limited number of places and it was important that course attendance was maximised to make sure that they would be profit generating and remain viable to run.
Capitalising on UrgencyGiven the prestige associated with the Leith's brand, there was an opportunity to use scarcity and urgency within our messaging to drive conversion rates. We wanted to communicate that there was a chance you would miss out if you didn't book today.
Preventing WastageLeith's had struggled in the past with ads for courses remaining live after the course had been filled. This was essentially wasted spend as the visitor to the site would be unable to book themselves a place on a course and created a poor user experience.
The ApproachOur solution was to build a tool that would allow us to countdown the number of places left on the course, to drive urgency, and to pause activity when the course was complete.
API Connection
Using our technology, we built a real time connection to the Leith’s Online CMS that would allow us to collect all of the course dates, as well as the number of course places booked. This data was then collected into a Google Cloud instance and sorted into a readable table.
Dynamic Ad Template
We designed a Google Ads copy template with placeholders that would be auto populated with the start date for the course and the number of places left on the course. The template was designed with fall back copy in case we had any technical issues with the live data.
Auto Copy Changes
We then built a second API connection from Google Cloud through to Google Ads. This would update available places in the copy in real-time. The same technology would also pause the campaigns and ads once we had booked out all of the available places on the course.
The Results
Increased conversion rate
+10%Increased booking
The emphasis on urgency and scarcity also helped to drive an improvement in conversion rate, encourage visitors to book now rather than risk losing their place.
Improvement in Clickthrough Rate
+22%Increased interest
Inserting live information on course dates and spaces translated into greater interest and engagement. This generated an uplift in traffic directed through to the site.
Decrease in Cost Per Booking
-12%Increased efficiency
All of these positive effects helped to drive an overall improvement in budget efficiency, helping us to capture more bookings at a reduced campaign cost.
Share via
Taking the bold step to switch agencies is riskyWe’re so confident you won’t regret it, we offer a money back guarantee if you’re not happy with the first 3-months of service.