day1cpt.education / Ads
Multiple ad groups. Around $20 CPL.
Meta creative planning and Google Ads video delivery, around $20 CPL, and a 43-lead review informing audience and subscription recommendations.
Continue reading- CPL reached during the engagement
- ≈ $20
- Valid website leads · September review · through September 10
- 43
- High + medium quality · 14 of 43 leads
- 32.6%
CPL is the campaign result reported by the project owner; the 43-lead breakdown is a separate client review. These records do not establish a shared attribution window or enrolled-student cost.
Connecting creative, campaigns, and conversion strategy.
For day1cpt.education, Meridian connected Meta creative planning, Google Ads video delivery, and multiple ad groups, reaching around $20 CPL. We used the client’s September lead review to shape the next round of recommendations: messaging for people already in the U.S., F-1/OPT audiences, working professionals, and graduate-program applicants. We also proposed a news-subscription entry and a separate subscription conversion event, giving the client a concrete plan for continued acquisition.
The engagement
Meta creative planning and Google Ads video delivery, around $20 CPL, and a 43-lead review informing audience and subscription recommendations.
Turning lead feedback into the next campaign plan
The client reviewed valid website leads received in September through September 10. “Valid” identifies leads included in that review; quality reflects near-term conversion potential.
| Quality | Count | Share |
|---|---|---|
| High quality | 5 | 11.6% |
| Medium quality | 9 | 20.9% |
| Low quality | 29 | 67.4% |
Percentages follow the client review, rounded to one decimal place; the total is 99.9%.
- High quality
- Stronger near-term conversion potential: typically already in the U.S., with F-1/OPT or another actionable status, a clear Day 1 CPT or work-authorization need, urgency, or active research into the application process.
- Medium quality
- A potential need with a less clear short-term path: in the U.S. but needing a status change first, uncertain timing, or early research and comparison requiring further follow-up.
- Low quality
- Lower near-term conversion potential: outside the U.S. without a U.S. visa, high-school students, scholarship or undergraduate inquiries, vague submissions, or no clear Day 1 CPT need.
High + medium quality: 14 of 43, or 32.6%
We translated the client’s lead feedback into audience and creative recommendations, using location, status context, and graduate-program interest to guide the next round of messaging and conversion planning.
Meta Ads: four creative directions and copy angles
We planned scenes and ad messages around the audience’s current situation. The following directions document the project’s creative brief.
H-1B not selected or expiring
A working professional checking lottery results on an office computer or reviewing an approaching status expiry.
- “H1B Not Selected?”
- “H1B Expiring Soon?”
- “Need a Backup Plan?”
- “Keep Working in the U.S.”
OPT or STEM OPT ending
A recent graduate who has started working and is planning the next step.
- “OPT Expiring Soon?”
- “STEM OPT Ending?”
- “Plan Your Next Step”
- “Explore Day 1 CPT Options”
Continuing to work in the U.S.
Messaging built around the desire to continue working while exploring study options.
- “Work in the U.S. While Studying”
- “Study + Work Options”
Considering a second master’s
School settings focused on program comparison and study schedules for working professionals.
- “Considering a Second Master’s?”
- “Find CPT Programs”
- “Compare School Options”
- “Flexible Programs for Working Professionals”
Google Ads: bringing channel explainers into campaigns
As the client raised Google Ads video requests during the engagement, we added the requested assets to campaigns. In the September 8 exchange, the client asked whether a YouTube video had been added; the delivery team confirmed that most of the channel’s explainer videos were already included.
Our recommendations for the next round
Refine the audience and message
Prioritize people already in the U.S., F-1/OPT audiences, working professionals, and graduate-program applicants to improve program fit.
Add Subscribe to the Latest news section
Use the existing F-1 and H-1B news hub with a message such as “Follow the latest H-1B news,” giving people still researching an option to subscribe to updates.
Explore Grant-funded subscription acquisition
We proposed a Grant-funded campaign for the news subscription, planned separately from the paid acquisition budget. Grant campaign results are not recorded in this case.
Track completed subscriptions as a separate conversion
Record a completed subscription rather than just a button click, and measure news subscriptions separately from program inquiries and subsequent applications.
Results & reporting
Ads
Campaign delivery and lead-quality review
We connected creative planning and video-asset delivery with multiple ad groups, reaching around $20 CPL. The client’s review of 43 September website leads then informed our recommendations for audience selection, messaging, and subscription conversions.
- CPL reached during the engagement
- ≈ $20
- Valid website leads · September review · through September 10
- 43
- High + medium quality · 14 of 43 leads
- 32.6%
CPL is the campaign result reported by the project owner; the 43-lead breakdown is a separate client review. These records do not establish a shared attribution window or enrolled-student cost.
