Lead optimization at The Bridge: implementing Google AI and automated Lead Scoring

In an increasingly competitive educational environment, The Bridge, a leading provider of technology training, faced the challenge of perfecting its advertising strategy to capture high-quality leads. Rather than focusing exclusively on volume, the institution focused on attracting qualified profiles, thus responding to the growing demand for specialized training and ensuring a higher return on investment for its campaigns.

The Bridge implemented a Value Based Bidding (VBB) strategy that integrated offline conversions to optimize key stages of the lead generation cycle. Leveraging Google's machine learning technology, it automated the bidding process and maximized the value generated. The integration of these elements enabled better conversion qualification, real-time bid adjustments, and more effective use of first-party data.