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Mass Enrollment Acquisition with SEM and Social Ads | Ilunion Formación

Project type :

Education Sector, Education Sector, SEM and Social Ads, SEM and Social Ads

At MarketiNet, we had the privilege of working with Ilunion Formación, the training division of Ilunion, which is part of the Social ONCE Group, a business group with a strong social impact. The group has more than 50 business lines and over 32,000 employees, of which more than 35% are people with disabilities.

Our mission was to develop a Paid Media strategy for Ilunion Formación’s Educational Consultancy, in order to promote a wide range of courses subsidized by FUNDAE, aimed at active individuals in the social economy sector.

The Challenge

The main challenge of this campaign was reaching active professionals within the social economy sector, ensuring a high number of enrollments in the courses subsidized by FUNDAE. The segmentation had to be precise, maximizing the impact on qualified profiles and ensuring that the messages reached the right users.

Our Solution

We designed a multichannel strategy that combined Google Ads and Meta campaigns, with the goal of increasing awareness and optimizing conversions for registrations.

    1. Google Ads – High-Performance Campaigns:
        • Performance Max: We implemented automated campaigns with artificial intelligence to maximize conversions through multiple formats and locations.
        • Search: We created highly segmented ads to capture qualified traffic with search intent related to subsidized training courses.
        • Demand Generation: We reached users potentially interested in subsidized training through the Display Network.
        • Display: We expanded reach and reinforced brand recognition with banners targeted at relevant audiences.
    2. Meta Ads – Conversion and Branding Campaigns:
        • Brand Awareness Campaigns: We positioned Ilunion Formación as a leader in subsidized courses, increasing visibility among professionals in the sector.
        • Landing Conversion Campaigns: We optimized registration capture through ads targeted at active professionals, with attractive creatives and clear messages about the benefits of training.

Key Results

Although specific performance data cannot be shared due to confidentiality, we can highlight the following:

      • Massive Reach and High Conversion: We effectively reached active individuals within the social economy sector, achieving a significant volume of enrollments in subsidized courses.
      • Performance Optimization: The combination of Performance Max and Meta campaigns allowed us to capture qualified leads at a competitive cost.
      • Increased Awareness: We boosted Ilunion Formación’s visibility within the educational sector, consolidating its positioning as a key entity in subsidized training.

Key Success Factors

      • Advanced Segmentation Strategy: We focused on a highly specific target, ensuring that the ads impacted qualified profiles.
      • Conversion Optimization: We continually adjusted the campaigns to maximize enrollments and reduce the cost per lead.
      • Social and Accessible Approach: We tailored the messages to align with Ilunion’s mission, highlighting accessibility and inclusive training.

Services Provided

      • Comprehensive Paid Media strategy on Google Ads and Meta.
      • Creation and optimization of Performance Max, Search, Demand Generation, and Display campaigns.
      • Brand recognition and conversion campaigns on Meta.
      • Real-time performance analysis and optimization.

Thanks to this collaboration, Ilunion Formación has successfully consolidated its impact in the social economy sector, facilitating access to subsidized training for thousands of active professionals.