Meta Delivered More RFIs at a Fraction of the Cost for JHU Education
How modern paid social cut Cost per RFI by up to 83% while increasing inquiry volume across key programs
The Challenge
Demand Was There. Scale Wasn’t.
Johns Hopkins University Education had strong lead quality coming from Google Ads, but not enough volume to support growth goals. The problem wasn’t intent. It was efficiency. Costs were high, RFIs were capped, and scaling through search alone was getting harder. Meta had always been on the roadmap, but instead of treating it as a test, we saw an opportunity to launch it the right way from day one.
The Solution
Launching Meta the Right Way from Day One
We built and launched Meta campaigns using Modern Paid Social best practices from day one—no legacy structure, no underfunded tests.
That meant:
- Launching with consolidated campaigns, broad audience targeting and Advantage+ campaign settings to let the algorithm learn faster
- Following modern creative best practices and iteration pace to drive real engagement, not cheap clicks
- Funding campaigns aggressively enough to approach the 50 conversions/week learning threshold
- Optimizing specifically for RFIs, not soft engagement metrics that attract bots.
Once performance proved out and lead quality was confirmed, we began shifting budget from Google to Meta to capitalize on the efficiency gains.
Their Words, Not Ours
The Results
More Qualified Enrollment Actions — Without More Traffic
The takeaway:
Meta wasn’t just a supplemental channel, it became a more scalable, cost-efficient engine for driving qualified RFIs. By launching with modern best practices, JHU Education unlocked immediate gains and a clearer path to sustainable growth.
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