FIT Tech Apprenticeships
Case Study
HOT IRON Digital helped FIT Tech Apprenticeships reach 287K impressions from highly relevant top-of-the-funnel audiences.
127
Generated 127 Leads over the lifetime of the campaign.
287K
Achieved 287K impressions from highly relevant top of the funnel audiences.
£4.61
Reduced our initial CPL through refined targeting and campaign management.
The Challenge
FIT Tech Apprenticeships is dedicated to providing training and career opportunities in the tech industry, helping individuals gain the skills needed to succeed. Supported by industry leaders, they collaborate with businesses and educational institutions to nurture future tech talent.
When FIT Tech Apprenticeships approached HOT IRON Digital, they faced a lack of advertising campaigns driving relevant traffic to their site, resulting in low visibility and limited leads. Their goal was to attract more aspiring tech professionals to complete their application forms, requiring a targeted approach to reach high-intent users while keeping costs efficient.
Key challenges identified:
- No active advertising campaigns, leading to low visibility in the industry.
- Lack of conversion-optimised landing pages to guide users toward applications effectively.
The Solution
To address the lack of advertising campaigns and start driving relevant users to the FIT Tech Apprenticeships website—while also setting up future retargeting opportunities—our initial approach focused on top-of-the-funnel targeting, given that this was a six-month campaign.
We identified key demographics to place our ads in front of students finishing their studies, as well as young professionals looking to upskill. By leveraging interest-based audiences, we ensured our messaging reached those most likely to engage with tech apprenticeships and career training opportunities.
Tailoring our messaging to deliver impactful yet approachable ad copy meant considering the specific interests and behaviours of our target audience. We continuously tested different messaging approaches as the campaigns rolled out, allowing us to refine our ads based on performance data.
Despite challenges such as limitations in targeting options on Meta’s ad platform, we successfully scaled FIT Tech Apprenticeships’ visibility and delivered strong results. We achieved this by optimising our ad copy and creative assets to attract the right audience while minimising irrelevant traffic, ensuring the campaign budget was spent efficiently.
We also optimised FIT Tech Apprenticeships’ landing page, ensuring it was tailored to resonate with our audience. By refining the tone of voice and making the page more conversion-focused, we improved trust and engagement, leading to higher conversion rates.
By continually optimising our ad copy, creatives, and landing page, we improved both targeting and engagement, ultimately lowering the cost per lead (CPL) on Facebook and maximising campaign performance.
As the top-of-the-funnel campaigns gained momentum, we found that testimonial-based messaging performed exceptionally well, driving high engagement and conversions. This insight led us to incorporate more social proof into our creatives and ad copy, capitalising on what resonated most with our audience.
The Results
During our partnership with FIT Tech Apprenticeships, HOT IRON Digital successfully:
- Achieved 287K impressions from highly relevant top-of-the-funnel audiences, increasing brand visibility and interest.
- Generated 127 leads over the course of the campaign.
- Launched high-performing top-of-the-funnel campaigns that built awareness among the right audiences.
- Reduced the initial cost per lead (CPL) to €4.61 through refined targeting and campaign optimisation.
- Established a strong campaign framework, allowing FIT Tech
- Apprenticeships to scale their marketing efforts effectively in the future.
