Improving Lead Quality, Not Just Lead Volume

For nearly a century, Pittsburgh Institute of Aeronautics (PIA) has prepared students for careers in aviation maintenance and related technical fields. While enrollment inquiries were steadily increasing, PIA wanted to improve the quality of prospective students entering the recruitment pipeline, allowing admissions staff to focus their time on candidates who were the best fit for the program.

CSK analyzed lead sources, audience behavior, and conversion paths to identify opportunities for improvement. By refining lead forms, recommending website enhancements, and shifting investment away from lower-quality sources, the campaign attracted more qualified prospects while reducing wasted effort. Retargeting strategies and ongoing optimization further improved performance. The result was a 38% increase in applications year over year while total leads increased just 6%, demonstrating a significant improvement in lead quality. Cost per application decreased 17%, helping PIA attract more qualified candidates while making every marketing dollar work harder.