South Bank Colleges

South Bank Colleges

• Paid media strategy across Meta and Google Performance Max
• Audience targeting
• Awareness and consideration campaign planning
• Conversion optimisation through PMax Search placements

The Cusp ran South Bank Colleges’ Green Skills campaign from December 2025 to January 2026, targeting adults aged 25–50 across key South London postcodes with an interest in environmental and renewable careers. Delivered across Meta and Google Performance Max, the campaign balanced awareness with intent. Meta drove strong visibility, while PMax captured high-intent audiences through Search placements, which accounted for most conversions. In the final weeks, optimisation focused on PMax as the main conversion driver, leading to a notable uplift in clicks and on-site engagement. The campaign exceeded all KPI targets ahead of schedule, highlighting the strength of combining awareness-led and intent-led activity.