Preceptor Point

Preceptor Point matches nurse practitioner students with the clinical preceptors they need to complete their programs. Every lead is a student signing up to be matched, and every student is working against a semester deadline.

The Challenge

This is a narrow, high-intent niche. The students who need a preceptor search in very specific ways, competitors bid on the same terms, and there is no room for wasted spend. The account also had a measurement problem: through late 2024 it was spending without a single recorded conversion. Reliable lead tracking begins in January 2025, and from that point the job was to scale spend while proving every dollar.

The Solution

• Split search traffic into dedicated brand, non-brand, and competitor campaigns so each type of demand is bought and measured on its own terms
• Ran the competitor campaign against a $25 target CPA to keep conquest spend accountable
• Tested specialty-level segmentation with a dedicated Family Nurse Practitioner search campaign
• Cloned the core keyword campaign to A/B test Google's AI-powered search features against the proven control
• Built the Meta program on a lookalike audience seeded from the client's own student list, with structured creative and audience testing
• Layered a TOFU, MOFU, and BOFU funnel on Meta to warm cold audiences and retarget site visitors
• Scaled monthly budget from $1.5K in January 2025 to over $6K by mid-2026 as tracked lead volume proved out

The Results

With tracking in place and traffic segmented, the account scaled steadily for twenty months. Monthly spend grew more than fourfold from January 2025, lead volume grew with it, and the final year delivered 2,301 leads at a $26 blended cost per lead.