Case Study: DUI School — 50% CPL Reduced
Project: DUI School — Lead Generation and Enrollments
Date range: Feb to Aug, 2025
Prepared by: How2Automate
Executive summary
Headline result: 51% lower cost per lead in 45 days.
What changed: intent‑based search ads, schedule‑first landing page
Why it matters: more students enrolled before court deadlines at a lower cost.
One‑liner for your case study card: Growth in 6 months for a state‑approved DUI
program.
Client snapshot
Type: State‑approved DUI education provider
Locations: Florida
Class formats: in‑person
Audience: Adults who must complete court or DMV‑required classes
Decision drivers: Schedule availability, approval status, price, location, fast enrollment
Objectives and KPIs
Primary goals
1. Increase interested qualified leads within target ZIP codes.
2. Keep messaging accurate and policy‑safe.
North‑star metrics
• Cost per lead (CPL)
• Click through Rate (CTR)
– Average Cost per Click (CPC)
– Conv Rate & ClicksChallenges
• Search coverage missed high‑intent terms like “DUI classes near me today” and brand‑adjacent searches.
• Landing page did not show next class dates, approval status, or price clearly.
• Tracking mixed calls and forms, so true CPE was unclear.
Strategy
Positioning and audience
• Match urgent intent: “Enroll today,” “court‑ordered,” “ASAP,” “online tonight.”
• Local radius targeting around classrooms and service areas.
Offer and funnel
• Schedule‑first layout with the next available class time above the fold.
• Simple enrollment form and tap‑to‑call on mobile.
• Clear statement of state or court approval where applicable.
Measurement plan
• GA4 events for forms, calls, enrollments.
• Call tracking for answer rate and time to first response.
• UTM tags for channel and campaign.
• Weekly CPE and show‑up dashboards.
Execution
1. Campaigns
• Google Search for high‑intent categories: “DUI class,” “court ordered classes,” “ASAP
program,” “DUI school near me,” plus geo terms.
• Brand defense to keep competitor CPCs low.
• Display and YouTube only for retargeting with frequency caps.
• Bidding: start with Maximize Conversions on leads, shift to CPE target once enrollment
tracking has volume.
2. Creative and copy
• Clarity first: approval status, next start time, locations, languages, price.
• No legal promises and no outcome claims.
• Extensions: call, location, structured snippets for class types and languages.
3. Landing page and CRO
• Above‑the‑fold: “Enroll for” button, approval badge, price, locations.• Real‑time schedule module synced with class calendar.
• FAQs: court acceptance, paperwork, what to bring, refund rules.
• Social proof: reviews and completion success rate (non‑promissory).
• Accessibility and mobile experience tested.
4. Lead handling and automation
• Instant SMS and email to the lead with a payment link and class options.
• Round‑robin calling within two minutes during business hours.
• Abandoned form reminders at one and four hours.
Proof Of Performance
Other Metrics
Content Creation:
We leveraged content creation for social media for the awareness purposes, added reels, carousels & still images for ongoing social media presence and engagement.
Highlights
• CPE fell from $41 to $21 on an average
• Show‑up improved to 40% after reminder workflow using zapier
• 70% of enrollments within target ZIPs.
– Gigantic increase in the Social media engagement
Lessons and next steps
What worked
• Intent coverage for urgent searches
• Schedule‑first page and payment link in SMS
• Fast follow‑up and reminders
What we will do next
• Expand to nearby ZIPs
• Add weekend and evening campaigns when seats are available
• Test call‑only ads during peak urgency hours
– Maintain social media presence
Risks and safeguards
• Seasonality and court calendars. Keep budget flexible and watch CPA by class.
Web summary block for your site
Result: 51% lower cost per lead in 45 days
Outcome: More completed enrollments before deadlines at a lower cost.
