Precision targeting across six Asian markets

Engaging prospective postgraduate students across six distinct Asian markets takes more than one message pushed everywhere. Each market needed precise targeting and relevant creative, and the college lacked the in-house digital marketing expertise and resources to run strategies that granular.

We ran a multi-channel campaign across Meta and Google, chosen for reach and targeting depth. Meta ads segmented audiences by location, demographics, interests, education level and behaviour, with visual, interactive formats showcasing the college’s programs. Google Ads captured prospects actively searching for postgraduate study, focused on high-intent keywords with bid strategies staged to grow lead volume while holding cost per lead healthy.

The optimisations were where the campaign kicked on: first-party data built lookalike audiences that boosted conversion volume by 125% in 2024, and audiences started broad then refined progressively, exiting the learning phase quickly to get the most from the algorithms.

The campaign generated 1,379 leads at a 6.47% conversion rate with a 64% profiling rate, exceeding the lead volume target from day one, and giving the college a repeatable structure for international recruitment.