Business Challenge
The institution operated in a saturated education advertising landscape dominated by large EdTech platforms. High bidding competition increased cost per enquiry, while broad audience targeting led to irrelevant submissions and weak conversion rates.
PPC campaigns required restructuring to improve student intent alignment, reduce enquiry costs, and maintain consistent lead flow during peak and off-peak admission cycles.
Objectives and Success Metrics
The priority was to increase qualified student enquiries while reducing acquisition cost and improving enrolment conversion efficiency.
- Increase enquiry volume across priority courses
- Reduce cost per enquiry
- Improve lead-to-enrolment conversion ratio
- Stabilize lead flow across admission cycles
Enquiry Growth
Cost Efficiency
Conversion Quality
Stability Metric
Objectives and Success Metrics
The priority was to increase qualified student enquiries while reducing acquisition cost and improving enrolment conversion efficiency.
- Increase enquiry volume across priority courses
- Reduce cost per enquiry
- Improve lead-to-enrolment conversion ratio
- Stabilize lead flow across admission cycles
Enquiry Growth
Cost Efficiency
Conversion Quality
Stability Metric
Strategic Approach
We aligned campaigns with course-level intent, tightened audience segmentation, and optimized conversion pathways before scaling budgets.
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Course segmentation
Structured campaigns by individual programs and exam categories
Intent targeting
Focused on high-intent keywords reflecting student decision stages
Funnel recovery
Implemented Meta remarketing to re-engage dropped enquiries
Implementation Highlights
- Course-specific Google Search campaign structuring
- Intent-based keyword targeting across programs
- Meta remarketing funnels for enquiry recovery
- Landing page optimisation focused on student decision triggers
- Audience refinement to filter irrelevant leads
- Continuous bid and budget optimisation across peak cycles
Implementation Highlights
- Course-specific Google Search campaign structuring
- Intent-based keyword targeting across programs
- Meta remarketing funnels for enquiry recovery
- Landing page optimisation focused on student decision triggers
- Audience refinement to filter irrelevant leads
- Continuous bid and budget optimisation across peak cycles
Challenges and Resolutions
Outcome
Challenge
High competition driving up enquiry cost
Resolution
Refined keyword intent and course-level segmentation
Result
40% reduction in cost per enquiry
Outcome
Challenge
Broad targeting generating irrelevant enquiries
Resolution
Tightened audience filters and exclusions
Result
Higher lead-to-enrolment ratio
Outcome
Challenge
Seasonal fluctuations impacting stability
Resolution
Balanced prospecting and remarketing budget allocation
Result
Stable lead flow across admission cycles
Results and Business Impact
Why This Worked
Performance improved because campaigns were aligned with course-level intent and supported by structured remarketing recovery mechanisms.
- Program segmentation improved targeting precision
- Intent-based bidding reduced wasted spend
- Remarketing stabilized seasonal fluctuations
Plan Your Growth Roadmap
Why This Worked
Performance improved because campaigns were aligned with course-level intent and supported by structured remarketing recovery mechanisms.
- Program segmentation improved targeting precision
- Intent-based bidding reduced wasted spend
- Remarketing stabilized seasonal fluctuations
Plan Your Growth Roadmap