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Campaign Governance - How to establish order, control, and scalability in a fragmented advertising environment

[Ebook] Campaign Governance - How to establish order, control, and scalability in a fragmented advertising environment

Learn how to move from the chaos of scattered campaigns to an organized, scalable, and efficient system. Everything explained in an eBook your future self will thank you for.

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How the UOC reformulated its Pmax campaigns and increased leads by +122%

EDUCATION  |  SPAIN |  GOOGLE ADS 

Summary

A pioneering university in digital education that combines flexibility, innovation and excellence to train the professionals of the future.

 

The UOC (Open University of Catalonia) is a leading university in online education, recognised for its innovation and flexible approach, designed to respond to the demands of the digital and professional environment of the 21st century. Since its inception, it has developed a digital learning model that optimises the compatibility between training and working life, promoting talent development with bachelor's, master's and postgraduate programmes in key areas such as technology, business, communication, education and health. 

uoc-universidad

+122% 

Conversions Q1 2024 vs 2025

-45%

CPL Q1 2024 vs 2025

+253%

CR Q1 2024 vs 2025

Challenge

Reducing costs without slowing growth in a booming education market

 

In an increasingly competitive education sector, the UOC faced a clear scenario: each lead was more expensive and competitors were multiplying. With the increase in acquisition costs and channel saturation, it was necessary to change the digital strategy.

The goal was not only to reduce the CPL, but to do so while maintaining volume, improving lead quality and achieving greater efficiency throughout the funnel, from the first impact to the final conversion.

8-Oct-16-2024-11-28-22-7365-AM

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.

8-Oct-16-2024-11-28-22-7365-AM

Results

More leads, better quality and greater efficiency with less extra investment

The changes introduced with Gemini and Pmax transformed the UOC's performance. Compared to Q1 2024, the results spoke for themselves:

  • 🔥 +122% in conversion volume.

  • 💸 -45% in CPL, allowing them to capture more for less.

  • 📈 +253% in conversion rate, increasing the quality of leads.

All this with an investment increase of just +21%, demonstrating the improvement in efficiency. In addition, Pmax optimisation had a positive effect on Search, where CPL was also reduced by -43%.

CS Desigual MMM TikTok

 

The results speak for themselves. At the UOC, we would like to highlight Adsmurai's excellent execution of the PMAX campaigns, both in terms of their strategic approach and tactical implementation. The PMAX campaigns have undoubtedly been a key driver of the campaign's overall performance. In a highly competitive and demanding environment, Adsmurai's expertise, combined with close and constant collaboration with our team, has been instrumental in successfully achieving our objectives.
Gemma Tutusaus
Marketing Department

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We combine technology, AI, and human expertise to help you take the next step. It’s not just about tools — it’s about vision and real results.

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