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UAX multiplies leads and enrolments with an optimised Google Ads strategy

EDUCATION  |  SPAIN |  GOOGLE ADS STRATEGY WITH FIRST-PARTY DATA AND A/B TESTING
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Overview

UAX faced the challenge of increasing its recruitment in a competitive market

Universidad Alfonso X El Sabio (UAX) is a leading educational institution in Spain that, like many universities, is constantly looking to increase its enrolment volume and qualified leads in an increasingly competitive educational environment. To meet its sustainable growth objectives over time, UAX decided to optimise its advertising strategy, focusing especially on improving its performance in digital campaigns with a strategy focused on the use of first-party data, automation and A/B testing.

+107%

Enrollments

+117%

Leads

-52%

CPL

Challenge

Increase the volume of enrolments and qualified leads.

UAX was faced with the challenge of increasing its volume of enrolments and qualified leads by optimising its resources to the maximum. In the education sector, where competition for new students is high, maximising resources was crucial to maintain lead quality and improve ROI. The main objective was to exceed enrolment and qualified lead acquisition targets in the first half of 2024, ensuring sustainable growth over time.

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Solution

Comprehensive Google Ads strategy based on the use of first-party data, automation and A/B Testing.

 

To achieve these objectives, a comprehensive Google Ads strategy based on A/B testing was designed to maximise the user experience on target landings by delivering precisely what each user was looking for. In addition, a more efficient use of first-party data sources from YouTube and CRM was implemented to create highly qualified remarketing audiences. 

In addition, audience segments were created based on data from lower stages of the funnel which, together with the connection of the CRM with the advertising platform, allowed enrolment data to be incorporated into the machine learning and campaign optimisation process.

“The development of A/B tests with the aim of maximising the match between users‘ searches and the landing experience, together with the use of first-party data, have been key to improving results”

Raúl Castellanos, SEM Specialist, Adsmurai

Results

Remarkable growth: more leads and registrations for the same budget

The implementation of the new strategy yielded outstanding results. When comparing the period January to June 2023 with the same period in 2024, UAX achieved a 117% increase in qualified lead volume, while virtually maintaining investment levels. Cost per lead (CPL) was reduced by 52%, demonstrating the efficiency of optimisation.

In addition, enrolments exceeded the targets set for the first half of 2024 by 107%. These achievements reflect the success of campaign optimisation and first-party data integration, maximising ROI without the need for a significant increase in ad spend.

This case demonstrates how strategic and efficient management can lead to exceptional campaign results. Going hand in hand with Adsmurai gives us the confidence to continue innovating and optimising our investment knowing that we have found the perfect partner to achieve this in an increasingly competitive market.
Ana Calonje
Marketing Manager, UAX

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