Category: Paid Search

In an increasingly competitive higher education environment, institutions must go beyond traditional recruitment strategies to meet enrollment targets. From rising tuition concerns to the proliferation of online learning options, students have more choices than ever before. In this landscape, pay-per-click…
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How A New Jersey University Used Google Ads & Paid Media To Increase Student Housing Leads

Stevens Institute of Technology did most of their marketing in-house for many years. Similar to Kennesaw State University, in 2020 Stevens came to us to give them access and expertise on geofencing marketing and programmatic display advertising. It’s now grown to manage digital campaigns across all channels, including programmatic, geofencing, Google Ads, YouTube, Meta, and LinkedIn for multiple graduate programs and brand awareness.

Propellant Media is now engrained with their entire marketing and admissions team executing lead generation and brand awareness campaigns.  

Instead of producing specific metrics for any respective campaign program, we wanted to speak to the campaign strategy we developed for a unique segment of their marketing team that needed our assistance in reaching in-market students for summer housing in New York.

Overview & Objective

Stevens, despite being located in Hoboken, their objective was to reach students looking at summer internship housing options in New York and direct them to Stevens’ housing options. Our team was already used to the brand awareness and lead generation campaign we were running, but this was a one-off request that they needed assistance with.

They were wanting to market their properties for housing to students both in New York and around the country.  Despite this being a one-off request, we implemented a strategy that incorporated mostly Google Ads.

The Strategy For Stevens Institute Of Technology

Our team is very methodical in how we consider ad campaigns for higher education brands.  And knowing we had a limited budget to work with, we came up with the following strategy on Google Ads.  Use in-market “summer housing” terms, but split out the campaigns as geo-specific campaigns with a high intention of specific terms in each of them.  

For example, if we targeted students in New York City, we wanted to leverage similar terms below that we pulled from Google Keyword Planner that had respectable demand.

But for geospecific regions outside of New York and students looking at New York City for summer housing, we built a campaign for just that region alone.  The campaign was called Summer Housing (Outside Of New York).  We leverage geospecific terms for that campaign including:

This approach allowed us to segment campaigns accordingly by keywords and geography, limit waste of students who are solely looking for summer housing options in New York, and compare campaign performance of the two campaigns (Outside New York vs Inside New York).

Results Of The Campaign

Despite the budget being limited, we constantly received feedback that the summer housing rooms were being booked and the general interest team for summer housing was receiving an uptick in requests compared to prior years.

https://propellant.media/wp-content/uploads/2025/04/Depositphotos_717770530_S-copy.png

B2B Publishing & Distribution Company Sees 50% Monthly Revenue Growth with Omnichannel Marketing Overhaul

Powerline Publishing, the parent company behind Bulk Bookstore, occupies a unique position in the B2B education market—serving not individual educators but school districts, classroom administrators, and purchasing managers responsible for large-volume book orders. While the company had previously worked with another digital agency, rising ad costs and plateauing performance began to erode confidence in the scalability of their digital acquisition efforts.

At the time of engagement, Powerline Publishing needed a comprehensive, modernized approach to paid media that would restore return on ad spend (ROAS) and deepen their penetration among institutional decision-makers across the education sector.

What Propellant Media Was Tasked With

Propellant Media was engaged to reinvigorate Bulk Bookstore’s digital performance and construct an omnichannel marketing system that:

The Media Plan We Implemented

Our campaign execution combined full-funnel precision with constant optimization. The strategy married robust audience targeting with smarter creative, channel-specific enhancements, and cross-platform scale. Here’s how we approached it:

1. Google Ads Transformation
We audited and restructured the entire Google Ads account, aligning campaign strategy with Bulk Bookstore’s best-selling categories and high-converting terms:

2. Meta Advertising Revamp
Recognizing the importance of qualified leads over volume, we refined the Facebook/Instagram campaign structure:

3. Programmatic Display & Geofencing Expansion
Building upon an existing partnership around geofencing, we refined location-based tactics while optimizing retargeting momentum:

4. Strategic Advisory & Ongoing Optimization
We maintained a bi-weekly collaboration cadence, delivering performance reviews, test-and-learn roadmaps, and proactive ideas to evolve the program. From seasonal messaging to creative refresh cycles, this ongoing partnership became a true extension of Bulk Bookstore’s internal team.

Results Of The Campaign

The transformation in Bulk Bookstore’s performance was immediate, sustained, and revenue-driven.

Performance Metric Result
Monthly Revenue Growth +50% Month-over-Month
Google Ads Conversion Rate +91% Increase
Google Ads Cost Per Lead -12% Reduction
Lead Quality on Meta Significant Improvement via Enhanced Forms
Microsoft Ads Contribution Early indicators show performance mirroring Google ROI

In the first month alone, despite fewer impressions and clicks (due to refined targeting and smarter spend allocation), Google Ads delivered a 91% lift in conversion rate and a 12% reduction in cost per lead—fueled largely by improved landing page mapping and tighter campaign intent alignment.

Most critically, the full-funnel strategy enabled Powerline Publishing to scale profitably, with more predictable outcomes and higher-quality engagements with school district stakeholders.

Conclusion + Our Ongoing Partnership

Bulk Bookstore’s journey from stalled growth to double-digit monthly revenue acceleration demonstrates what’s possible when an educational B2B brand embraces omnichannel strategy and data-driven optimization. With Propellant Media as a strategic partner, Powerline Publishing has reinvested in growth—not just in ad dollars, but in the strategic infrastructure to outpace competitors and meet the needs of a complex, high-value B2B buyer.

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Digital advertising is no longer a luxury for businesses; it’s a necessity. But with so many options on the table, how do you know which strategy will deli...

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Car Dealerships Can Leverage PPC Advertising to Drive Mor...

January 15, 2025 | by Che Carter

In today’s competitive automotive market, car dealerships must adopt innovative strategies to attract potential buyers. Pay-per-click (PPC) advertising is ...

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Comprehensive List of the Best PPC Advertising Networks

May 8, 2024 | by Che Carter

The digital landscape continues to evolve at lightning speed, with PPC (Pay-Per-Click) advertising standing out as a critical strategy for marketers wanting ...

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10 Reasons Your Google Ads Suck (& How to Fix!)

June 5, 2023 | by Che Carter

Effective advertising can make or break a business in today’s fast-paced mobile-first world. With millions of users relying on Google daily to find pro...

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How Multi-Location Businesses Can Benefit From Effective ...

December 1, 2021 | by Che Carter

Outline: How Multi-Location Businesses Can Benefit From Effective Geo-Fencing Strategies.
Company: Propellant Media
Industry: Auto Detailing Indu...

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23 Ways To Improve Conversions On A Website Or Landing Page

January 29, 2021 | by Justin Croxton

Want a copy of our new PDF “23 Ways To Improve Conversions On A Website”  Just enter your email address for free access.  BELOW IS AN EXCERPT F...

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Guide To Improving Your Google Ads Keyword Quality Scores

January 28, 2021 | by Justin Croxton

Want a copy of our new PDF “Guide To Improving Your Google Ads Keyword Quality Scores”  Just enter your email address for free access.  BELOW I...

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27 Pay Per Click Advertising Company Tips Guaranteed To I...

January 28, 2021 | by Justin Croxton

We all know that paid search remains the best channel to target lower funnel searchers and people in the market searching for your products, services or gene...

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17 Page Local Guide & Webinar To Geofencing Marketing...

January 27, 2021 | by Justin Croxton

Check out the recorded geofencing webinar and ebook that provides great insights on programmatic display and geofencing.
document.addEventListener( ...

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We all know that paid search remains the best channel to target lower funnel searchers and people in the market searching for your products, services or general information. Google Ads and Bing Ads specialists and even marketing directors understand healthy…
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What Is Geofencing Marketing: 30 Companies That Are Locat...

November 6, 2023 | by Justin Croxton

Finding geofencing companies and geofencing advertising companies that can white label their geo-fencing services can be difficult. Some require you to have ...

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What Is Geofencing And How Does It Work?….Location Based ...

November 2, 2023 | by Justin Croxton

In order to understand geofencing, it is essential to understand what is a geofence. A geofence is a virtual perimeter for a real-world geographic area. A ge...

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What Is OTT Programmatic Advertising? The Ultimate Market...

January 22, 2021 | by Justin Croxton

As SMB’s and corporations work to locate and adopt new digital advertising platforms, Over The Top TV (OTT Advertising) and Connected TV Advertising are ac...

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Higher Education Marketing: How PPC and Programmatic Ads ...

May 7, 2025 | by Che Carter

In an increasingly competitive higher education environment, institutions must go beyond traditional recruitment strategies to meet enrollment targets. From ...

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PPC vs. Paid Social Advertising: Which Digital Strategy i...

February 27, 2025 | by Che Carter

Digital advertising is no longer a luxury for businesses; it’s a necessity. But with so many options on the table, how do you know which strategy will deli...

Read More

Car Dealerships Can Leverage PPC Advertising to Drive Mor...

January 15, 2025 | by Che Carter

In today’s competitive automotive market, car dealerships must adopt innovative strategies to attract potential buyers. Pay-per-click (PPC) advertising is ...

Read More

Comprehensive List of the Best PPC Advertising Networks

May 8, 2024 | by Che Carter

The digital landscape continues to evolve at lightning speed, with PPC (Pay-Per-Click) advertising standing out as a critical strategy for marketers wanting ...

Read More

10 Reasons Your Google Ads Suck (& How to Fix!)

June 5, 2023 | by Che Carter

Effective advertising can make or break a business in today’s fast-paced mobile-first world. With millions of users relying on Google daily to find pro...

Read More

How Multi-Location Businesses Can Benefit From Effective ...

December 1, 2021 | by Che Carter

Outline: How Multi-Location Businesses Can Benefit From Effective Geo-Fencing Strategies.
Company: Propellant Media
Industry: Auto Detailing Indu...

Read More

23 Ways To Improve Conversions On A Website Or Landing Page

January 29, 2021 | by Justin Croxton

Want a copy of our new PDF “23 Ways To Improve Conversions On A Website”  Just enter your email address for free access.  BELOW IS AN EXCERPT F...

Read More

Guide To Improving Your Google Ads Keyword Quality Scores

January 28, 2021 | by Justin Croxton

Want a copy of our new PDF “Guide To Improving Your Google Ads Keyword Quality Scores”  Just enter your email address for free access.  BELOW I...

Read More

27 Pay Per Click Advertising Company Tips Guaranteed To I...

January 28, 2021 | by Justin Croxton

We all know that paid search remains the best channel to target lower funnel searchers and people in the market searching for your products, services or gene...

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17 Page Local Guide & Webinar To Geofencing Marketing...

January 27, 2021 | by Justin Croxton

Check out the recorded geofencing webinar and ebook that provides great insights on programmatic display and geofencing.
document.addEventListener( ...

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Check out the recorded geofencing webinar and ebook that provides great insights on programmatic display and geofencing. document.addEventListener( ‘wpcf7mailsent’, function( event ) { location = ‘/wp-content/uploads/2018/08/Local-Business-Guide-To-Geofencing-Marketing-Propellant-Media.pdf’; }, false ); Want a free copy of our new PDF “Localized Business Guide…
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What Is Geofencing Marketing: 30 Companies That Are Locat...

November 6, 2023 | by Justin Croxton

Finding geofencing companies and geofencing advertising companies that can white label their geo-fencing services can be difficult. Some require you to have ...

Read More

What Is Geofencing And How Does It Work?….Location Based ...

November 2, 2023 | by Justin Croxton

In order to understand geofencing, it is essential to understand what is a geofence. A geofence is a virtual perimeter for a real-world geographic area. A ge...

Read More

What Is OTT Programmatic Advertising? The Ultimate Market...

January 22, 2021 | by Justin Croxton

As SMB’s and corporations work to locate and adopt new digital advertising platforms, Over The Top TV (OTT Advertising) and Connected TV Advertising are ac...

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Higher Education Marketing: How PPC and Programmatic Ads ...

May 7, 2025 | by Che Carter

In an increasingly competitive higher education environment, institutions must go beyond traditional recruitment strategies to meet enrollment targets. From ...

Read More

PPC vs. Paid Social Advertising: Which Digital Strategy i...

February 27, 2025 | by Che Carter

Digital advertising is no longer a luxury for businesses; it’s a necessity. But with so many options on the table, how do you know which strategy will deli...

Read More

Car Dealerships Can Leverage PPC Advertising to Drive Mor...

January 15, 2025 | by Che Carter

In today’s competitive automotive market, car dealerships must adopt innovative strategies to attract potential buyers. Pay-per-click (PPC) advertising is ...

Read More

Comprehensive List of the Best PPC Advertising Networks

May 8, 2024 | by Che Carter

The digital landscape continues to evolve at lightning speed, with PPC (Pay-Per-Click) advertising standing out as a critical strategy for marketers wanting ...

Read More

10 Reasons Your Google Ads Suck (& How to Fix!)

June 5, 2023 | by Che Carter

Effective advertising can make or break a business in today’s fast-paced mobile-first world. With millions of users relying on Google daily to find pro...

Read More

How Multi-Location Businesses Can Benefit From Effective ...

December 1, 2021 | by Che Carter

Outline: How Multi-Location Businesses Can Benefit From Effective Geo-Fencing Strategies.
Company: Propellant Media
Industry: Auto Detailing Indu...

Read More

23 Ways To Improve Conversions On A Website Or Landing Page

January 29, 2021 | by Justin Croxton

Want a copy of our new PDF “23 Ways To Improve Conversions On A Website”  Just enter your email address for free access.  BELOW IS AN EXCERPT F...

Read More

Guide To Improving Your Google Ads Keyword Quality Scores

January 28, 2021 | by Justin Croxton

Want a copy of our new PDF “Guide To Improving Your Google Ads Keyword Quality Scores”  Just enter your email address for free access.  BELOW I...

Read More

27 Pay Per Click Advertising Company Tips Guaranteed To I...

January 28, 2021 | by Justin Croxton

We all know that paid search remains the best channel to target lower funnel searchers and people in the market searching for your products, services or gene...

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17 Page Local Guide & Webinar To Geofencing Marketing...

January 27, 2021 | by Justin Croxton

Check out the recorded geofencing webinar and ebook that provides great insights on programmatic display and geofencing.
document.addEventListener( ...

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Want a copy of our new PDF “21 Questions To Ask Any Pay Per Click Advertising (PPC) Agency”  Just enter your email address for free access.  BELOW IS AN EXCERPT FROM THE LIST Are you looking for direct pricing or…
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What Is Geofencing Marketing: 30 Companies That Are Locat...

November 6, 2023 | by Justin Croxton

Finding geofencing companies and geofencing advertising companies that can white label their geo-fencing services can be difficult. Some require you to have ...

Read More

What Is Geofencing And How Does It Work?….Location Based ...

November 2, 2023 | by Justin Croxton

In order to understand geofencing, it is essential to understand what is a geofence. A geofence is a virtual perimeter for a real-world geographic area. A ge...

Read More

What Is OTT Programmatic Advertising? The Ultimate Market...

January 22, 2021 | by Justin Croxton

As SMB’s and corporations work to locate and adopt new digital advertising platforms, Over The Top TV (OTT Advertising) and Connected TV Advertising are ac...

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Higher Education Marketing: How PPC and Programmatic Ads ...

May 7, 2025 | by Che Carter

In an increasingly competitive higher education environment, institutions must go beyond traditional recruitment strategies to meet enrollment targets. From ...

Read More

PPC vs. Paid Social Advertising: Which Digital Strategy i...

February 27, 2025 | by Che Carter

Digital advertising is no longer a luxury for businesses; it’s a necessity. But with so many options on the table, how do you know which strategy will deli...

Read More

Car Dealerships Can Leverage PPC Advertising to Drive Mor...

January 15, 2025 | by Che Carter

In today’s competitive automotive market, car dealerships must adopt innovative strategies to attract potential buyers. Pay-per-click (PPC) advertising is ...

Read More

Comprehensive List of the Best PPC Advertising Networks

May 8, 2024 | by Che Carter

The digital landscape continues to evolve at lightning speed, with PPC (Pay-Per-Click) advertising standing out as a critical strategy for marketers wanting ...

Read More

10 Reasons Your Google Ads Suck (& How to Fix!)

June 5, 2023 | by Che Carter

Effective advertising can make or break a business in today’s fast-paced mobile-first world. With millions of users relying on Google daily to find pro...

Read More

How Multi-Location Businesses Can Benefit From Effective ...

December 1, 2021 | by Che Carter

Outline: How Multi-Location Businesses Can Benefit From Effective Geo-Fencing Strategies.
Company: Propellant Media
Industry: Auto Detailing Indu...

Read More

23 Ways To Improve Conversions On A Website Or Landing Page

January 29, 2021 | by Justin Croxton

Want a copy of our new PDF “23 Ways To Improve Conversions On A Website”  Just enter your email address for free access.  BELOW IS AN EXCERPT F...

Read More

Guide To Improving Your Google Ads Keyword Quality Scores

January 28, 2021 | by Justin Croxton

Want a copy of our new PDF “Guide To Improving Your Google Ads Keyword Quality Scores”  Just enter your email address for free access.  BELOW I...

Read More

27 Pay Per Click Advertising Company Tips Guaranteed To I...

January 28, 2021 | by Justin Croxton

We all know that paid search remains the best channel to target lower funnel searchers and people in the market searching for your products, services or gene...

Read More

17 Page Local Guide & Webinar To Geofencing Marketing...

January 27, 2021 | by Justin Croxton

Check out the recorded geofencing webinar and ebook that provides great insights on programmatic display and geofencing.
document.addEventListener( ...

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How Pay Per Click Advertising Is Measurable & Profitable As a graduate student, I took a marketing class that was built on the foundations of traditional marketing (print, direct mail, various distribution channels).  However this class dove deeper into the…
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What Is Geofencing Marketing: 30 Companies That Are Locat...

November 6, 2023 | by Justin Croxton

Finding geofencing companies and geofencing advertising companies that can white label their geo-fencing services can be difficult. Some require you to have ...

Read More

What Is Geofencing And How Does It Work?….Location Based ...

November 2, 2023 | by Justin Croxton

In order to understand geofencing, it is essential to understand what is a geofence. A geofence is a virtual perimeter for a real-world geographic area. A ge...

Read More

What Is OTT Programmatic Advertising? The Ultimate Market...

January 22, 2021 | by Justin Croxton

As SMB’s and corporations work to locate and adopt new digital advertising platforms, Over The Top TV (OTT Advertising) and Connected TV Advertising are ac...

Read More

Higher Education Marketing: How PPC and Programmatic Ads ...

May 7, 2025 | by Che Carter

In an increasingly competitive higher education environment, institutions must go beyond traditional recruitment strategies to meet enrollment targets. From ...

Read More

PPC vs. Paid Social Advertising: Which Digital Strategy i...

February 27, 2025 | by Che Carter

Digital advertising is no longer a luxury for businesses; it’s a necessity. But with so many options on the table, how do you know which strategy will deli...

Read More

Car Dealerships Can Leverage PPC Advertising to Drive Mor...

January 15, 2025 | by Che Carter

In today’s competitive automotive market, car dealerships must adopt innovative strategies to attract potential buyers. Pay-per-click (PPC) advertising is ...

Read More

Comprehensive List of the Best PPC Advertising Networks

May 8, 2024 | by Che Carter

The digital landscape continues to evolve at lightning speed, with PPC (Pay-Per-Click) advertising standing out as a critical strategy for marketers wanting ...

Read More

10 Reasons Your Google Ads Suck (& How to Fix!)

June 5, 2023 | by Che Carter

Effective advertising can make or break a business in today’s fast-paced mobile-first world. With millions of users relying on Google daily to find pro...

Read More

How Multi-Location Businesses Can Benefit From Effective ...

December 1, 2021 | by Che Carter

Outline: How Multi-Location Businesses Can Benefit From Effective Geo-Fencing Strategies.
Company: Propellant Media
Industry: Auto Detailing Indu...

Read More

23 Ways To Improve Conversions On A Website Or Landing Page

January 29, 2021 | by Justin Croxton

Want a copy of our new PDF “23 Ways To Improve Conversions On A Website”  Just enter your email address for free access.  BELOW IS AN EXCERPT F...

Read More

Guide To Improving Your Google Ads Keyword Quality Scores

January 28, 2021 | by Justin Croxton

Want a copy of our new PDF “Guide To Improving Your Google Ads Keyword Quality Scores”  Just enter your email address for free access.  BELOW I...

Read More

27 Pay Per Click Advertising Company Tips Guaranteed To I...

January 28, 2021 | by Justin Croxton

We all know that paid search remains the best channel to target lower funnel searchers and people in the market searching for your products, services or gene...

Read More

17 Page Local Guide & Webinar To Geofencing Marketing...

January 27, 2021 | by Justin Croxton

Check out the recorded geofencing webinar and ebook that provides great insights on programmatic display and geofencing.
document.addEventListener( ...

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When I meet with small businesses and explain to them the theories and methodologies behind pay per click advertising, they gasp at the monthly budget required to achieve relative success with search engine marketing.  I constantly have to remind business…
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