Driving Success for the February Culinary Diploma Open Event

March 6, 2026 Posted by Liam Walsh Case Studies, Round-Up 0 thoughts on “Driving Success for the February Culinary Diploma Open Event”

The February Open Event for the Leiths School of Food and Wine marked a key moment in the recruitment cycle for the newly evolved Culinary Diploma. With the course redesigned to offer greater flexibility, affordability, and choice for aspiring chefs, the objective for this year’s marketing activity was clear: reach a wider audience and convert interest into meaningful engagement.

Working closely with Leiths, Intelligency Group led the paid media strategy to maximise visibility for the Open Event and drive high-quality registrations. The results demonstrated strong demand for the programme and significant improvements in campaign efficiency compared to previous years.

Strong Attendance from High-Intent Audiences

The February campaign generated hundreds of leads, resulting in record attendance for the Open Event and achieving a lead-to-attendee conversion rate of 37.82%. This represents a substantial improvement on the previous year and highlights a growing level of commitment among prospective students who registered to learn more about the diploma.

Over the last year, we have consistently observed the same registration pattern across our open days. Interest typically builds gradually during the early weeks of promotion before accelerating sharply in the days leading up to the event. The most significant spike in registrations usually occurs three to five days before the event, highlighting the impact that proximity and urgency have on prospective students’ decision-making.

Based on this insight, we have sought to optimise our budget allocation for each open day this year by concentrating spend closer to the event date, when audiences are most likely to convert. As a result, the majority of investment was placed in the final two weeks of promotion, aligning activity with the period of highest conversion efficiency and ultimately contributing to the results achieved.

Google Ads: The Standout Channel

Across the campaign, Google Ads emerged as the most effective paid acquisition channel. The platform generated record numbers of leads and attendees, delivering the highest conversion rate of 43.43% among all marketing channels.

This performance underscores the strength of search-based marketing in reaching audiences actively researching culinary education and career pathways. By capturing users already demonstrating intent, such as those searching for professional cooking courses or culinary diplomas, Google enabled the campaign to reach potential students at the most decisive stage of their decision-making journey.

Overall, the campaign maintained a strong blended cost per lead of £22.77, demonstrating that high-quality engagement could be achieved even with a modest budget and limited flight time.

A Clear Year-on-Year Improvement

When compared to February 2025, the campaign delivered significantly stronger outcomes despite similar lead volumes. Attendance increased and our lead-to-attendee conversion rate rose from +14%pp.

At the same time, marketing efficiency improved, with both cost per lead and cost per attendee decreasing compared to the previous year.

From October–February 2025/26, a total ad spend saw increased ROAS from 15.32 to 27.81 (81.5% improvement compared to the same October–February period in 2024/25), driven by our optimisation of audiences and keywords, alongside leveraging warm audiences and activating new cold audiences.

Supporting the Next Generation of Chefs

With the Culinary Diploma now offering greater flexibility, more accessible pricing, and new finance options, the programme is opening the door to a broader audience of aspiring chefs.

The success of the February Open Event demonstrates how a focused paid media strategy, particularly through high-intent platforms like Google, can effectively connect prospective students with one of the world’s most respected culinary schools.

For Intelligency and Leiths alike, the event represents a strong foundation for continued growth throughout the recruitment cycle.

Tags: Paid Ads, Services

Paid Social

November 30, 2022 Posted by Sean Walsh Uncategorized 0 thoughts on “Paid Social”

Paid Social Advertising

In today’s digital-first world, social media is the heartbeat of modern marketing. With billions of users spending hours on platforms like Facebook, Instagram, and TikTok daily, Paid Social Advertising presents an unrivalled opportunity to connect with your audience where they are most engaged. Unlike organic efforts, paid campaigns let you cut through the noise, ensuring your message is delivered directly to the people who matter most to your business.

At Intelligency, we take the complexity out of Paid Social Advertising and turn it into a powerful tool for your growth. By leveraging advanced targeting, eye-catching creative, and data-driven strategies, we help you drive meaningful engagement, generate leads, and achieve measurable results that align with your business goals. Whether you’re looking to build brand awareness, launch a new product, or scale up sales, our tailored approach ensures your campaigns are a success.

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Pall Mall Medical

Delivering cosmetic surgery patients at £13.08 cost per lead

By refining our strategy and reallocating resources, we significantly improved the efficiency and impact of Pall Mall Medical’s Paid Social Advertising campaigns. A strategic increase in budget allowed us to focus on optimizing high-performing elements and adjusting for audience behaviour, resulting in stronger outcomes.

One of the key achievements was reducing the cost per lead (CPL) to £13.05, which outperformed the industry standard for PPC campaigns, typically ranging between £30-£70. This improvement highlighted the effectiveness of our tailored approach, combining precise audience targeting with ongoing campaign optimization.

Additionally, a detailed analysis of audience engagement and behaviour provided valuable insights into refining our strategy. Certain days of the week and demographics proved to be more responsive, allowing us to adjust our approach and further increase engagement during peak times.

Why we’re the best Paid Social agency in the UK.

Our Paid Social Advertising strategy follows a focused three-tier approach to deliver impactful results: brand awareness, traffic generation, and acquisition. We start by building recognition and trust, using creative and targeted campaigns to introduce your brand to the right audience. This ensures your business stands out and creates a strong foundation for future engagement.

Next, we drive high-quality traffic to your website or landing pages, encouraging users to explore and interact with your offerings. Finally, we focus on acquisition, turning interest into tangible results by maximizing lead generation, conversions, and sales. Each stage of this process is carefully managed and optimized to ensure your campaigns deliver measurable outcomes aligned with your business goals.

Tactical Paid Social agency

Intelligency works with brands small and large and as such is experienced in generating results from modest media spend budgets.

TRAFFIC GENERATION CAMPAIGNS
We can use paid social platforms like Meta, YouTube and TikTok to drive website traffic and raise brand awareness amongst your target audience. Tailored targeting with first and third party cookie allows us to ensure that we deliver both quantity and quality of traffic.

LEAD GENERATION
We have consistently delivered exceptional lead generation campaigns that have highly competitive CPLs (Cost per lead) versus more traditional channels such as PPC.

GENERATE E-COMMERCE SALES
Our paid social media advertising offering is a great way to supplement and grow existing online sales of products and services to your target audience. Our in-house content team can provide bespoke creative design services for adverts, banners and ad copy. We can integrate our activity to your existing website to provide clear reporting and return on investment.

BRAND AWARENESS
Whether you’re launching a new product, service or business, our team can help define your target audience and locate them in the social media environment. Through our extensive toolset and experience, we can increase reach, raise brand awareness and get your brand noticed in an increasingly busy marketplace.

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Tags: Services

SEO

November 30, 2022 Posted by Sean Walsh Uncategorized 0 thoughts on “SEO”

SEO

48% of marketers reported that organic search had the best ROI of any marketing channel in 2022 (Search Engine Journal) and 53% of all consumers say that they research services/products using a search engine before making a purchase decision (Google). SEO, or Search Engine Optimisation, is a valuable, cost-effective and long-term marketing strategy that helps generate brand awareness, traffic and conversions for you online and offline.

We have a broad experience working with clients small and large, from start-up through to global enterprises. Our approach to SEO is to focus on three core areas – technical SEO, content and backlinks. Every single SEO client that we work with is referral-based such is our reputation for delivering success.

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Colosseum Dental

150,000+ new appointments generated via SEO

Operating in 8 European countries and one of the largest dental chains in the UK, Colosseum Dental approached us in 2018 (after great success working with other London dentists) looking for guidance on their next web platform. Working alongside the in-house team, we helped prepare the agency pitch process and devise the initial specification for the website.

Since 2018 we have been appointed Colosseum Dental’s lead SEO agency in the UK and have grown their monthly traffic +671% and have generated over 150,000+ new appointments organically. A strategy of content generation, technical proficiency and competitor analysis has helped them compete against the likes of BUPA.

Identify who your customers are, what they search for and optimise for profitable keywords.

The core fundamentals of SEO aren’t complicated. Ensure that your website is properly built, create content for your users – not just search engines – and continue to optimise and experiment to react to market, technology and customer developments.

BOXT

Helping this innovator use SEO from Day 1

Backed by German engineering & electronics giant – Bosch – online heating industry disrupter BOXT utilised us to help boost their organic search rankings for the launch of their new website via a mix of technical, content & digital PR. We identified areas for growth from Organic and worked with third-party agencies to generate online PR from publications such as The Independent, Daily Mail, The Sun, The Mirror & Guardian.

Our SEO strategy helped BOXT grow from start-up to become one of the countries most innovative and well-known brands. Our SEO fundamentals created a strong foundation for their web presence and helped generate brand awareness and new customers.

PALL MALL MEDICAL

Scaling business during COVID-19 & launching e-commerce

Pall Mall Medical are a private healthcare and cosmetic surgery business based in Manchester, Liverpool, Leeds and Newton-le-Willows. We were appointed in a consultancy capacity in 2018 to help grow the business online. In less than two years we had grown organic traffic levels by 96% and throughout the COVID-19 pandemic, we helped them launch their own e-commerce platform so the business could offer patients PCR COVID-19 tests.

Our SEO tenure involved re-platforming their website, migrating two existing domains into one, developing a medical health content hub and most importantly, driving leads for private medical and cosmetic patients.

Simplifying SEO

Intelligency focuses on delivering performance via two main areas. Whilst we advise on backlink generation, we don’t profess to be digital PR experts and therefore can recommend other partners.

TECHNICAL SEO
We help clients ensure their website is in line with best practice technical guidelines. Our monthly technical healthchecks help us keep on top of new issues and emerging developments in the SEO world. In regards to implementation, we can either brief third-party agencies/developers or undertake the work ourselves.

CONTENT
We create interesting, targeted and optimised content that is natural and useful to end users. Whether it’s generating new meta title tags or devising and writing an entire content hub, we deliver high-quality, optimised and genuine content. We firmly believe in creating content for the user, not the search engine – a viewpoint encouraged by Google itself.