Challenge

Boost lead generation in LATAM within a context of low brand awareness

Solution

AI, automation and proprietary data to scale acquisition efficiently

The UOC redesigned its Google Ads strategy by combining the technology of the Adsmurai Marketing Platform (AMP) with Gemini's generative AI. This combination made it possible to create creative content tailored to each stage of the funnel, improve personalisation and increase the efficiency of advertising investment.

Specific Pmax campaigns were developed for each educational programme, powered by resources generated by Gemini within AMP. These campaigns were connected to dynamic data feeds, ensuring maximum relevance in the ads.

In addition, mid-funnel actions were activated with audiences based on first-party data (1PD), reinforcing the impact at key moments of consideration and bringing the user closer to the final conversion.

Results

Performance Max drives lead volume and reduces CPL across all markets

The impact of introducing Performance Max was immediate and significant for UDIMA (National + LATAM). In just one month, the platform grew from representing 8% of total lead volume in June to 20% in July, reducing SEM’s share from 46% to 36%, while Meta remained stable at around 45%. This channel redistribution allowed lead volume to increase by 24% and CPL to decrease by 13% in just one month. 

UDIMA National

The launch of campaigns segmented by faculties allowed for quick performance evaluation by vertical and optimized investment.

• During June and July, with an investment 69% lower than SEM, PMAX delivered 44% more leads and a CPA 80% lower.

• In just two months, investment in PMAX grew by 222%, reaching 1,607 leads in July, compared to 499 in the first test month.

• Budget distribution was rebalanced: from a 12% share in June, PMAX rose to 37% in July, consolidating itself as a key acquisition driver.

UDIMA Peru

In Peru, PMAX became a key growth channel.

• Leads grew from 388 in June to 1,041 in July (+168%), with a CPL 38% lower (€25 vs. €41).

• PMAX contributed 24% of leads (255) with a CPA of only €11, reducing costs by 89% vs. SEM and 46% vs. Meta.

• The success led to a fivefold increase in channel investment, from €380 to €2,230, strengthening its role in the local strategy.

UDIMA Colombia

In Colombia, PMAX consolidated its role as an efficient alternative to SEM and a complement to Meta.

• Acquisition grew by 15% in July, reaching 1,594 leads, with a CPL 4% lower than the previous month.

• PMAX generated 258 leads (16%) with a CPA of €8, 88% lower than SEM and 50% more efficient than Meta.

• Investment quadrupled, rising from €475 in June to €1,995 in July, paving the way for greater prominence in the following months.

Lead Quality Analysis

Beyond volume, PMAX also began to show impact on enrollments:

• UDIMA National: 57 enrollments since launch, with a 4% conversion rate, higher than Meta and in line with the benchmark.

• UDIMA LATAM: In July, 2 enrollments were recorded in Colombia (1% conversion rate), in strategic areas such as Renewable Energy and Artificial Intelligence applied to education.

Performance Max established itself as a key channel within UDIMA’s digital strategy, delivering incremental volume and diversifying acquisition sources. Its cost-per-lead efficiency makes it a sustainable growth driver, provided it is combined with a focus on lead qualification and strengthening conversion to enrollment, ensuring real and profitable business impact.