How Trio helped a nationwide baby and child first aid provider secure an additional £108k in class bookings
Mini First Aid is a multi-award-winning paediatric first aid provider, founded in 2014 and later securing investment in 2021 from Sarah Davies MBE on Dragons’ Den. The brand trains over 2,000 people nationwide each week through their 70+ training franchisees and 100+ freelance first aid trainers.
Mini First Aid approached us for support in growing class bookings all year round through a paid social campaign.
How it all started
At the time, Mini First Aid were managing ads in-house. While performance was steady, the small marketing team wanted to see whether a partnership with a Meta Ads expert could deliver better results across their nationwide network.
Because they operate a franchise model in which trainers pay a marketing levy, ad spend has to be efficient and deliver a positive return for each local franchisee. The goal was to drive consistent class bookings year-round while keeping the cost per acquisition (CPA) low.
What we did
We began with a brand awareness campaign highlighting Mini First Aid’s story, then rolled out a conversion-led booking campaign.
We later split this campaign into two distinct audiences: grandparents and parents/carers to enable effective ad targeting, personalised copy and creative.
Instead of constantly refreshing assets, we used the client’s historical data to identify top-performing creatives. A few months in, we paused the client’s original campaigns and brought their best creatives into our new campaign structure. By pairing proven creatives with refined targeting, we kept ad frequency steady and maintained visibility over a longer period.
Alongside Meta, we provided strategic support for their in-house Google Ads management, which focused on franchisee recruitment rather than class bookings. This support included:
- Auditing the landing page and providing CRO recommendations
- Producing a Google Ads strategy for their internal team to implement
- Improving the setup of Google Ads campaigns
- Mapping audience targeting to the recruitment journey
- Setting up and resolving tracking issues
The results
Between February and September 2026, we built a consistent stream of class bookings and improved efficiency across the Meta ads account compared to the same period in 2025:
- Generated 1,185 paid conversions with a total value of around £108,000
- Achieved an 82.46% increase in generated value YoY
- Increased return on ad spend (ROAS) from 6.83x to 20.21x YoY
- Improved click-through rate (CTR) from 2.57% to 3.65% YoY
- Reduced cost per acquisition (CPA) from £4.77 to £4.55
Looking for a paid media agency?
Trio is a Meta, TikTok and Google Ads partner. Whether you need a full campaign strategy or a detailed ad audit to optimise your return on investment, our paid media team can help you reach the right audience and scale your results.
