Localized
Localized
Localized, a global career platform, sought to drive qualified student and graduate registrations through paid media.
With limited time and no prior performance data, we implemented a full-funnel Meta strategy focused on conversion tracking and student-centric creatives.
The result: over 17,000 landing page visits, more than 3,000 registrations, and a CPA of just $1.12, all achieved within a $3,500 budget.
Platforms We Used
May 2022 - June 2022
Time period
landing page visits
Monthly Messages
Conversion Rate
World wide
Target market
Registration
The Required
+950,000
Awareness & Engagement
About Localized
Localized is a global career platform that connects university students and recent graduates with top employers and industry experts worldwide.
Through live sessions, mentorship, and job-matching features, the platform bridges the gap between academic learning and real-world career opportunities — particularly in emerging markets.
Localized’s mission is to empower young talent with access to knowledge, networks, and global career pathways, regardless of geography.
MAIN OBJECTIVES
Maximize Student & Graduate Registrations
Drive high-quality sign-ups from the target audience within the allocated budget.
Build Brand Awareness in Key Regions
Increase visibility and engagement with Localized among university students in priority markets.
Validate Conversion Funnel & Ad Messaging
Test and optimize creatives, audiences, and landing experiences to establish a repeatable acquisition model for future growth.
OUR AUDIT
Strengths
Localized had several advantages that set the foundation for campaign success.
The platform’s mission was clear, socially impactful, and easy to communicate, which gave the ads a strong emotional hook.
In addition, their brand was already visually consistent, making it easy to adapt messaging and design into high-performing creatives quickly.
Challenges
Despite its strong mission and product offering, the campaign faced several critical challenges.
– There was no historical ad performance data or audience insights to guide the initial targeting, which meant we had to start from scratch and rely on rapid testing.
– Additionally, the campaign had a tight budget and a short timeline, leaving little room for iteration.
– We also had to overcome the complexity of communicating a global platform to a student audience in a way that felt local, relevant, and action-driven — especially for users unfamiliar with the brand.
Opportunities 🚀
Our early audits revealed clear opportunities to achieve impact despite the campaign’s constraints.
The platform’s mission had strong emotional and social appeal, which we leveraged to create high-converting ad messaging focused on future careers, access, and global exposure.
There was also a significant gap in digital outreach among similar educational or job platforms in the region — giving us a strong edge in audience acquisition.
Compatitor and indusry analysis
The global market for online career platforms and virtual learning tools has grown significantly in recent years, particularly in emerging markets.
By 2022, the online education and career enablement space in MENA alone was valued at over $3.2 billion, with a growing demand from Gen Z students for access to global mentors, job opportunities, and future-skills training.
- Localized entered this space with a powerful mission but limited digital visibility compared to larger, more established platforms like Coursera, LinkedIn Learning, or regional university portals.
Our research identified several gaps:
- Few platforms were targeting university students with localized messaging tied to real-world jobs and global exposure.
- Paid media adoption among competitors was limited — especially in Arabic-speaking markets — creating an opportunity to dominate attention through Meta and TikTok.
- Most educational platforms focused heavily on course delivery or passive content rather than job-readiness and career connections, giving Localized a clear differentiation point.
These insights validated the opportunity to position Localized as a mission-driven, career-first platform with an edge in both messaging and performance marketing.
Strategy
Before launching any ads, we conducted a complete audit of Localized’s digital assets and conversion funnel.
We reviewed the performance of their landing page across devices, tested load speed, and optimized the sign-up flow to reduce friction.
We also implemented full Meta Pixel tracking, mapped key conversion events, and ensured proper UTM tagging for attribution clarity.
Once the infrastructure was in place, we built a conversion-driven strategy focused on three pillars:
- Hyper-Relevant Ad Messaging
We created messaging that emotionally connected with students’ aspirations — emphasizing global exposure, access to career mentors, and opportunities beyond traditional education.
- Full-Funnel Campaign Structure
We designed a tiered Meta Ads funnel:
✅Awareness: Broad interest-based targeting
✅Engagement: Video views, content interactions
✅Conversion: Retargeting landing page visitors and high-intent audiences
- Rapid Testing & Scaling
With limited time and budget, we launched multiple ad sets in parallel to test formats (videos vs. carousels), creatives, and copy angles.
High-performing variants were scaled quickly, while underperforming sets were paused within 48–72 hours.
This strategy enabled us to generate thousands of quality registrations at a low CPA, while building a performance model that could scale for future campaigns.
Gallery
Impact Statement
Beyond driving strong short-term results, the campaign helped validate Localized’s positioning as a high-impact platform for youth career enablement.
It laid a performance foundation that can be scaled in future campaigns to reach thousands more students across emerging markets.
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