Learning A-Z, historically reliant on offline conversions, aimed to boost its paid media performance in 2024. By adopting an Account-Based Marketing (ABM) strategy targeting key education leaders and expanding into new geographic areas with hyper-localized messaging, the company significantly improved lead quality and campaign efficiency. This approach led to a 65% revenue increase above projections by mid-October and surpassed the full-year paid media revenue goal by 13.5%. Despite paid media driving only 9% of leads, these accounted for 29% of the company’s annual revenue, with the return on ad spend (ROAS) rising from a forecasted 3.69 to 4.79.

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