Binary & Co Agency Inc

Background

On the Mic Training (OTM) is a voice-over training college with locations in Vancouver and Toronto, Canada.

OTM offers a diploma program in voice-over acting, providing students with the opportunity to create a professional showreel and gain introductions to industry agents and talent scouts. The curriculum is specifically designed to launch students into their voice-over careers.

The college is led by Michael Daingerfield and Noel Johansen, both seasoned voice-over actors with extensive industry experience.

Situation

While OTM had been using digital advertising to generate leads for their Diploma program, these efforts were not consistently filling their admissions pipeline. Despite successfully filling current cohorts, they lacked a robust pool of potential candidates to keep their admissions team engaged and aimed to build a waitlist for their upcoming September cohort.

Solution

Binary & Co was engaged to develop a comprehensive admissions advertising solution from the ground up. The goal was to create a strategy that was not only immediately actionable but also scalable to accommodate future growth in interest.

This involved a thorough review of OTM’s existing admission process and the prospective student journey. Key differentiators identified were OTM’s ability to provide students with industry access and the confidence to develop their unique voice.

Following the review and strategy development, Binary & Co implemented a full customer journey approach to advertising, seamlessly integrating it with the admissions team’s sales cycle. The advertising program employed a combination of lead generation and awareness campaigns, featuring engaging video ads that highlighted the value proposition of OTM’s courses.

The admissions cycle was strategically mapped to guide potential students through online and in-person open houses, followed by personalized admissions planning sessions.

Over a four-month period, targeted advertising campaigns promoted open houses and admissions sessions for both the full-time diploma and part-time courses.

Binary & Co collaborated closely with the admissions team to assess lead quality. Furthermore, by directly integrating lead generation with OTM’s CRM system, a qualitative evaluation of the generated leads was also possible.

Results

Over four months:540 leads were generated for four different open house events.
The cost per acquisition (CPA) for open house attendance was approximately $17 per lead.
The initial cohort was filled, and the September cohort was on track to be waitlisted by the time this case study was developed.

Significant interest was generated in part-time courses, resulting in 69 leads at a cost per lead of $12.
OTM is now well-positioned to generate sufficient interest to achieve a waitlist for their September cohort. Their admissions pipeline for the full-time diploma course is robust, and they are actively exploring strategies to increase enrollment in their part-time offerings.

The North Okanagan is one of those places that gets under your skin—emerald lakes, trail networks for days, farms and orchards, and a strong thread of local and Indigenous culture running through it all. The region invites people to “enjoy year-round activities at your own pace,” balancing adventure with cultural immersion. explorenorthokanagan.com

Explore North Okanagan is the destination marketing organisation (DMO) tasked with telling that story and driving visitation across the region’s communities. Our job at Binary & Co was to turn the messaging of the region into a scalable, measurable digital engine that gets people from dreaming about the North Okanagan to booking their trip.

Over our first year together, we built their Google and Meta Ads programs into a full-funnel system and saw some pretty dramatic performance.

Background: From great content to a predictable pipeline
Explore North Okanagan already had a strong foundation:

A clear sense of place and identity

Deep content around trails, local food, culture, and four-season experiences

Active social channels sharing the region’s “trails, land, culture, and community” story

What they needed was a way to consistently:

Put that content in front of the right travellers at the right time

Turn all of that interest into tangible actions—clicks to partners, booking lookups, and serious trip-planning behaviour

On top of that, tourism is inherently seasonal. The brief wasn’t “run a summer campaign,” but build something that could flex across winter, summer, and the shoulder seasons while still giving partners clear, performance-driven reporting.

Our Approach: A full-funnel, two-platform system
We anchored the whole program around a simple journey:

Dreaming → Planning → Booking

Then we mapped Meta Ads and Google Ads to each stage.

Dreaming – “Why North Okanagan?”
On Meta (Facebook Instagram), we focused on thumb-stopping visuals—snowy trails, lakes, local food, slow-travel vibes—and let the creative do the heavy lifting. These campaigns were all about:

Cost-efficient reach in priority markets

Introducing the region’s story and communities

Building large warm audiences for retargeting later

On Google, Dreaming campaigns ran on Display and Demand Gen to keep the region visible while people browsed and watched content elsewhere online.

Planning – “What could my trip look like?”
Once someone had interacted with our Dreaming layer, we moved them into Planning:

Meta campaigns promoting itineraries, “local tips” stories, winter getaways, and things to do

Google Search campaigns capturing queries around activities, trails, and seasonal experiences

Here the goal was engagement and depth: get people onto the site, exploring content, and leaning into specific communities and seasons.

Booking – “Okay, let’s actually do this”
This is where performance really needed to shine. We:

Built Performance Max – Booking campaigns to optimise for high-value actions

Layered in Planning Booking search campaigns to capture clear travel intent

Tracked key referrals to partner’s booking pages.

The Booking layer became the engine room of the account—fed by Dreaming and Planning audiences from both Meta and Google.

What happened in the numbers
Google Ads: Turning intent into bookings
Across the first year, Google Ads delivered:

Over 70 million impressions

Almost 100,000 clicks

Close to 8,000 high-value actions (booking and partner-related)

All at an average cost of about CAD $0.45 per click and under CAD $6 per action.

But the real story is how the lower-funnel campaigns evolved once the funnel was in place.

Comparing the first 60 days of lower-funnel search Performance Max to the most recent 60 days:

Conversions jumped from ~400 to just over 3,100 – more than a 7× increase in booking-related actions

Conversion rate climbed from around 6% to nearly 49% – roughly 8–9× more actions per click

Cost per conversion dropped from about CAD $9.60 to roughly CAD $0.75 – a 90% reduction

CTR on those campaigns doubled, while CPC fell by about 30%

In plain language:

We got much pickier about who saw lower-funnel ads, and much better at matching ad messaging to intent. The result was far more bookings and partner referrals, for a fraction of the original cost.

Meta Ads: Always-on inspiration at very low CPMs
While Google became the conversion workhorse, Meta remained the always-on storyteller and audience builder.

Over the same period, Meta delivered:

42M impressions

More than 180,000 clicks

An average CPC of about CAD $0.38

An average CPM of roughly CAD $1.70

When we break it down by funnel stage:

Dreaming campaigns drove the bulk of reach (38M impressions) at around CAD $1.35 CPM, keeping the North Okanagan in front of huge audiences very cheaply.

Planning campaigns punched above their weight with ~3% CTR and CPC around CAD $0.14, making them incredibly efficient at moving people deeper into trip-planning content.

Booking campaigns focused on smaller, high-intent audiences, with CTR over 4% and CPC around CAD $0.21, serving as a strong retargeting layer alongside Google.

Meta’s job wasn’t just “cheap traffic”—it was filling remarketing pools and feeding Google’s lower-funnel machine with genuinely engaged travellers.

Why this matters for DMOs
For Explore North Okanagan, this wasn’t about a one-off seasonal campaign. It was about building a system that:

Keeps the region visible year-round

Guides potential visitors from “that looks nice” to “we’ve booked the trip”

Gives partners and stakeholders clear, performance-led reporting on how digital is driving results

By lining up Meta and Google around a shared funnel, we turned beautiful brand storytelling into a predictable, efficient engine for awareness, engagement, and bookings.

If you’re a DMO or tourism board and you’re wondering how to get from “we’re running ads” to “we have a full funnel that actually moves the needle,” we’d love to chat about what this kind of setup could look like for your destination.