The Impact of Search Engine and Social Media Advertising on Lead Acquisition Case Study: ITComp Academy

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dc.contributor.authorBOURAHLA, Mehdi
dc.contributor.authorMESSAOUDI, Naima (Directeur de thése)
dc.date.accessioned2025-10-06T21:01:03Z
dc.date.available2025-10-06T21:01:03Z
dc.date.issued2025-06
dc.description.abstractIn 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.
dc.identifier.urihttps://dspace.hec.dz/handle/123456789/1249
dc.language.isoen
dc.publisherEcole des Hautes Etudes commerciales
dc.subjectDigital marketing
dc.subjectLead acquisition
dc.subjectMeta Ads
dc.subjectGoogle Ads
dc.subjectConversion rate
dc.subjectAdvertising formats
dc.subjectSocial proof
dc.subjectPerformance marketing
dc.titleThe Impact of Search Engine and Social Media Advertising on Lead Acquisition Case Study: ITComp Academy
dc.typeThesis

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