CASE STUDY
How TikTok Smart+ became a real source of leads and enrollments for Universae
Client: Universae | SUMMARY | CHALLENGE | SOLUTION | RESULTS
Overview
A brand with educational ambition and a hunger for more
UNIVERSAE is the leading institution in Official Vocational Training, internationally recognized for its innovative and flexible educational model, which integrates advanced technology, hands-on training, and a direct connection to the job market. It offers official qualifications both online and in person, placing the student at the center of its methodology.
Through the U Method, combining a comprehensive educational platform, personalized analysis, immersive simulators, and continuous support from an international teaching team, UNIVERSAE maximizes the professional development of its 22,000+ students across five countries. In full expansion mode, its major challenge is to continue strengthening its positioning while scaling the acquisition of high-quality leads that convert into actual enrollments, maintaining opportunity volume and its commitment to educational excellence.
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Investment
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CPL
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New registrations
Challenge
Not just more leads, but better quality ones
Although Universae had previously tested qualified traffic campaigns on TikTok (optimized for View Content), the results had limitations: low volume and poor lead quality compared to other platforms.
Adsmurai faced a twofold challenge:
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Overcome the perception of TikTok as a low-performing channel.
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Test a more advanced and efficient approach using Smart Performance Campaigns (Smart+).
All of this while ensuring the creative and strategic approach aligned with the actual interests of UNIVERSAE’s audience, previously identified through a detailed analysis of historical campaign data.
Solution
Smart+ with relevant content: a personalized strategy to capture what matters
Adsmurai proposed the implementation of TikTok Smart+ campaigns with a personalized content strategy based on two pillars:
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Precise creative adaptation: content was carefully selected to promote, aligning TikTok best practices with the formats that had previously performed best. This included vertical videos, clear messaging from the start, and a narrative focused on the benefits of the educational program.
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Optimization for deep events: the focus was placed on events most correlated with conversion—in this case, the web form—to ensure higher traffic qualification.
The strategy followed a test & learn approach, allowing for agile adjustments based on early learnings.
Results
From lead to enrollment: a qualitative leap
Comparing performance in Q1 2025 with the same period in 2024, the results were highly positive:
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+197% in investment vs 2024
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-39% in CPL (Cost per Lead): each lead cost significantly less
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+578% in opportunities (leads registered in the client’s CRM)
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-56% in CPO (Cost per Opportunity): cost per opportunity was cut by more than half
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+400% in enrollments: five times more people said "yes" to UNIVERSAE
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-41% in cost per enrollment: more efficiency, more ROI
These metrics not only reflect a significant improvement in efficiency and optimization strategy, but also show TikTok’s increasing ability to generate leads that actually move down the funnel and become real students.
Thanks to Adsmurai's strategic approach to TikTok Ads, we optimized our investment, improved the lower stages of the funnel, and achieved higher conversions at a lower cost. In this way, we are consolidating TikTok Ads as a key channel in our digital strategy.
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