The Impact of Search Engine and Social Media Advertising on Lead Acquisition Case Study: ITComp Academy
No Thumbnail Available
Date
2025-06
Journal Title
Journal ISSN
Volume Title
Publisher
Ecole des Hautes Etudes commerciales
Abstract
In the context of rapid digital transformation, search engines and social media
advertising have emerged as essential levers in modern lead acquisition strategies. This thesis
examines the effect of digital advertising campaigns on lead generation at the ITComp
Academy, a specialized IT training institution in Algeria. Drawing on a mixed-methods
approach, this research combines a structured online survey and the analysis of campaign data
from Google and Meta-platforms.
This study examines the impact of various factors on conversion rates, including
platform selection, advertising format (video vs. image), social proof integration, call-to-action
clarity, and landing page relevance. Particular attention is paid to the performance differences
between Google Ads and Meta-Ads, the comparative effectiveness of ad formats, and the
psychological role of trust signals in motivating users to take action.
The findings reveal that the strategic integration of search and social media ads, when
aligned with audience behavior and data-driven optimization, significantly improves both lead
volume and quality. This thesis concludes with practical recommendations to enhance the
performance marketing efforts of the ITComp Academy and strengthen its digital acquisition
strategy.
Description
Keywords
Digital marketing, Lead acquisition, Meta Ads, Google Ads, Conversion rate, Advertising formats, Social proof, Performance marketing