Marker Learning provides affordable virtual evaluations and tutoring for learning disabilities—including ADHD, Dyslexia, and Dysgraphia.
For highly targeted services with long consideration windows, strategic audience targeting is crucial. We identified and constructed audiences of parents and adult students, segmented by intent: those already considering traditional in-person evaluations, and those who have not yet considered testing.
On Paid Search, we used keyword planning tools and market research to identify and target high-intent queries, then deployed a rigorous testing strategy to scale winning themes.
To reach those not yet in the consideration phase, we expanded Marker’s reach across top-of-funnel channels, launching campaigns on Meta, TikTok, Spotify, and NextDoor. We developed creative native to each platform and A/B tested to improve targeting and engagement.
Marker’s creative portfolio features premium, DR-focused creative. On Meta, UGC and customer testimonials tell relatable stories to attract leads. We combine these assets with premium calls-to-action (CTAs) to drive conversion. On TikTok, native-style captions and animated content tell the Marker story to a younger audience. On Spotify and NextDoor, native in-feed ads broaden Marker’s reach to net new audiences. Creative iteration has been a key driver of cost per lead (CPL) improvements.
Marker’s core value proposition—learning disability evaluations at ¼ of the cost—is attractive to parents and adults seeking accommodations at school or work. We used rigorous audience and targeting testing across channels to identify new, incremental audiences.
On Meta, audience testing has unlocked scale from a wide range of interests, signals, and Lookalike audiences. On Google, we’ve expanded targeting beyond high-intent keywords to also acquire higher funnel leads.
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Over 18 months, our partnership with Marker has driven a 7x increase in monthly leads and cut CPLs in half. Our strategic testing, creative iteration, and targeting expansion has led to ongoing efficiency gains. As Marker rolls out new services, continuing to reach highly qualified prospects will be the foundation for continued growth.