Pauline Quirke Academy of Performing Arts

Account growth through early adoption of AI campaign enhancements

Who are PQA?

Pauline Quirke Academy of Performing Arts is a weekend performing arts academy providing tuition for children and young people in comedy and drama, musical theatre, and film and television.

Account growth through early adoption of AI campaign enhancements has supported the account to outperform targets (+32%) during peak periods, in a highly competitive and financially impacted market.

Activity

AI Max (enhancement activated across search campaigns to customise copy, expand keyword coverage and automatically select landing pages), offered a way to personalise ads and streamline the current customer journey, to drive engaged users through the funnel and gain further understanding on website interactions for future developments. Fusion were early adopters of this campaign enhancement which allowed for initial learnings to be collated, and activity optimised ahead of peak periods.

Results

A Fusion client for over five years, account experience and fast implementation of new account developments drove:

+32%

Overall leads above target during peak (+47% YoY)

22%

Decrease in CPA YoY

54%

Uplift in CTR YoY

+34%

Increase in CVR YoY

43%

AI Max responsible for 43% leads at a CPA -22% below BAU average

Testing

also supported client website development

“PQA has been working with Fusion for over five years, and it has been a genuinely valuable partnership. Their focus has always been on driving measurable results for us, continued account growth, and they evolve their strategies to be in line with our commercial objectives and KPIs.
Through regular and detailed communications, they ensure they really are experts across the ever-changing digital landscape. The team also ensures that our paid activity is adapted to market shifts and platform updates, making our campaigns effective and competitive.
One key area that Fusion has been great at is always looking to drive account efficiency. This is done through their keenness to always test new ways of targeting customers. They use terminology that is easy to understand, clear to digest, and efficient to report on.
I’ve enjoyed working with Fusion over the past 18 months, where I have seen continued growth across our paid campaigns. I look forward to having Fusion on our journey in the future as we look to grow PQA even more.”

Craig Nolan, 

Marketing Manager, Pauline Quirke Academy

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