Scaling High-Intent Student Applications
dau partnered with O.P. Jindal Global University (JGU) to design and execute a performance-led digital acquisition strategy focused on driving high-intent programme applications across India’s major metro markets. The approach balanced scale, efficiency, and enrolment readiness within a competitive higher education landscape.
Project Overview
About The Brand
Campaign Objective
Acquire high-intent programme applications through Google and Meta advertising campaigns while maintaining strict cost efficiency and conversion benchmarks across multiple schools and admission cycles.
Campaigns Executed
Google Search Campaigns
Meta Lead Generation & Conversion Campaigns
Creative Reels, Statics & Carousel Ads
Admission-Phase Optimisation Strategy
The Advertising Environment
JGU operates in a highly competitive higher education category where:
High-intent student demand fluctuates across admission phases
Metro-city competition drives elevated cost benchmarks
Application quality and conversion rate are as critical as lead volume
How dau Approached the Campaign
Key Strategic Elements
- 1Targeting high-income, high-intent audiences across major Indian metro cities
- 2Funnel-aligned messaging tailored to admission stages and programme evaluation
- 3Multi-format creative deployment (reels, statics, carousels) to maximise engagement
- 4Campaign structuring aligned with admission phases and key external events
Execution & Optimisation Framework
- 5Continuous A/B testing across creatives, visuals, and CTAs
- 6Budget redistribution based on conversion rate and CPL thresholds
- 7Admission-cycle optimisation around key milestones (results, deadlines)
- 8Ongoing monitoring to balance scale with application quality
Performance Outcomes
7.86%
Conversion Rate
7.36%
Average CTR
7.53% Efficiency Improvement
Cost Per Lead (CPL)
Why This Strategy Worked
Metro-focused targeting strengthened applicant intent
Admission-phase alignment improved conversion timing
Creative testing refined engagement and response signals
Performance controls ensured cost discipline at scale
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