Touro University Berlin is a premium private university offering internationally recognized degrees such as BA Psychology, Business Management, Cybersecurity, Holocaust Studies, and MBA programs. With high tuition fees and global appeal, the university attracts quality-focused students looking for top-tier education in Berlin.
We were brought on board to handle Google Ads and scale their global lead generation. The goal: attract high-intent students from diverse countries while keeping cost-per-lead in control.
Touro University Berlin had the reputation and degrees—but needed a performance strategy to bring in volume without compromising quality. Some of the challenges included:
- Reaching high-paying international students in the right markets
- Managing ad spend across multiple countries and courses
- Ensuring every lead came with strong intent and program interest
- Matching ad content with local market expectations
We broke it down into three clear objectives:
We used a currency-advantage model:
→ Run ads in low-cost countries (India, Nigeria, Egypt, etc.) targeting affluent Tier 1 users
→ Also reach high-income regions (UAE, Germany, UK, Singapore) with course-specific messaging
This gave us a healthy balance of CPL and lead quality.
- Search Campaigns → Used for high-intent keywords like “MBA in Berlin for Indians” or “Study Psychology in Germany”
- Performance Max → Captured broader audiences through display, YouTube, Discover, and Gmail
- Maximize Conversions Bidding → Every campaign was optimized for actual lead generation, not just clicks
- Built multiple landing pages per course and country (e.g. MBA – UAE, Psychology – Nigeria)
- This made content more relevant and boosted conversion rates significantly
We executed a highly segmented and conversion-driven campaign structure:
- Created tailored campaigns by course and location
- Built multiple ad variations for testing—highlighting affordability, global accreditation, and life in Berlin
- Used real-time data to optimize bids and shift budget where performance was peaking
- Synced lead forms with the client CRM to track follow-up quality
- Targeting: Used custom intent audiences, education-based interests, and income-level behaviors
- Creatives: Engaging copy + culturally relevant visuals for each geo
- Smart Budgeting: Adjusted spend weekly based on CPL and conversion trends
- Performance Max: Worked best in broader markets like UAE and Africa
- Search: Delivered highest-quality leads in India, Germany & UK
🚀 1,000+ leads per month from 15+ countries
💡 Lead quality improved with CRM integration & smart segmentation
📉 Cost per lead reduced by 23% in key markets
📊 MBA & Cybersecurity courses drove 60% of total leads
📈 Improved lead-to-application ratio over 3 months