AIM slashes CPL by 50% with AI-powered YouTube strategy
THE EPIC WIN
Level Agency turned creative experimentation into a scalable enrollment engine that helped AIM reach more prospective students faster and smarter.
THE CHALLENGE
AIM, the largest aviation maintenance training provider in the U.S., needed to generate high-quality leads from new sources while keeping direct cost-per-lead (CPL) stable. With job seekers increasingly prioritizing career stability, AIM wanted to position itself as a fast track to essential industry careers.
Previous messaging centered on “training” fell short of connecting emotionally, per research that identified dual drives of career purpose and stability, accentuated by acute labor market shortages in a critical field.
THE STRATEGY
Using YouTube video experiments with both YouTube and YouTube Select, AIM rapidly produced six video variants with generative‑AI cuts, voice‑over swaps, and text treatments. Google AI then optimized toward smart conversion strategies, powered by event signals, steering Smart Bidding to signals linked to completed applications. AIM’s 30‑second “Connect to the Aviation Industry” creative — anchored in future‑career language and real‑student footage — emerged as the top performer.
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Partnering with Level: Level built client-specific generative pre-trained transformers (GPTs) trained on offline conversion data and used those to generate storyboards and tailored copy concepts, enabling faster creative cycles and execution, reducing production effort by up to 45%.
THE RESULTS
The impact was transformative:
- AIM’s conversion volume increased by 2X the month after implementation of the new assets and bid strategies.
- Its top creative drove a clickthrough rate (CTR) 58% higher than benchmark and a CPL more than 70% below goal.
- Mid‑funnel engagement stayed strong, proving YouTube could drive both reach and efficient enrollments with AI guiding creative choice and bidding to the right signals.
Testimonial
“Google’s AI‑powered creative testing halved our cost per qualified lead while finding the story that resonates with future techs.”
— Joanna Flores, Head of Marketing, AIM
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