Europe Study Centre: Scaling Education Consulting Through Performance Marketing
Delivering an 18-month multi-channel performance strategy targeting both students and parents to drive 21,000+ leads, 24X ROAS, and successful branch expansion.
ESC Growth Engine
18-Month Performance
About Europe Study Centre
Europe Study Centre is an ISO-accredited education consulting company focused on student recruitment and overseas immigration services.
A Highly Competitive Study-Abroad Market
Heavy Competition
The abroad education market was crowded, making it difficult for ESC to stand out among numerous study-abroad advertisers.
Expensive Traditional Advertising
ESC had previously invested in local TV channels and newspapers but did not see tangible results.
Overdependence on Google Ads
The business was relying heavily on Google Ads, an expensive channel when used as the primary acquisition source.
Inconsistent Lead Flow
ESC struggled to generate leads consistently enough to scale the business.
Build a More Consistent Student Acquisition Engine
Generate Leads
Generate student and parent leads at an optimized acquisition cost.
Build Brand Awareness
Use Facebook and YouTube to reach potential students and parents earlier in their decision journey.
Improve Lead Efficiency
Reduce acquisition costs through better audience targeting.
Retarget Interested Users
Reconnect with people who had already shown interest in ESC's services and offers.
Students Were Not the Only Decision-Makers.
The initial approach focused primarily on students.
Rankraze identified an important audience opportunity: Parents aged 40–50.
Parents were an important part of the study-abroad decision-making process. So instead of targeting only students, the campaign separated:
Targeted with messaging and creative relevant to their education and study-abroad interests.
Targeted separately with messaging aligned with their role in the decision-making process.
Audience-Led Performance Marketing
Targeted with messaging and creative relevant to their education and study-abroad interests.
Targeted separately with messaging aligned with their role in the decision-making process.
Re-engaged people who had already shown interest.
Used multiple digital channels instead of relying exclusively on Google Ads.
Multi-Channel Execution
Separate Audiences. Separate Messaging.
Rankraze targeted students and parents separately rather than treating the entire audience as one segment.
The published case study states that this approach reduced lead cost by half and helped generate leads more consistently.
Building Awareness Beyond Search
YouTube was used as part of the awareness strategy to expand ESC's reach beyond users actively searching for study-abroad services.
Capturing Existing Search Demand
Google Ads remained part of the acquisition mix while the strategy expanded beyond dependence on paid search alone.
- Capture active search demand
- Generate enquiries
- Support high-intent acquisition
Building Organic Visibility
SEO was included as part of the broader digital marketing mix to strengthen ESC's search presence and support long-term acquisition.
The campaign focused on making the message relevant to the specific audience being targeted.
18 Months of Digital Growth
Metric Summary
| Metric | Result |
|---|---|
| Revenue Generated | ₹4 Cr+ |
| Leads Generated | 21,000+ |
| Ad Spend | ₹16.81 L |
| Reported ROAS | 24X |
| Reach | 26.06 L |
| Impressions | 23M |
| Engagement | 2 Lakh |
| Duration | 18 Months |
Transformation Summary
- Heavy competition
- Expensive traditional advertising
- High dependence on Google Ads
- Inconsistent lead generation
- Multi-channel digital acquisition
- Student + parent targeting
- Lower lead acquisition cost
- 21,000+ leads
- ₹4 Cr+ reported revenue
The transformation described on the published case study culminated in the successful expansion of ESC's Chennai branch.
From Lead Generation to Business Expansion
21,000+ Leads
Created a significantly larger pool of prospective students and parents.
Lower Lead Cost
Separating parents and students reduced reported lead cost by half.
₹4 Cr+ Revenue
The published case study attributes ₹4 crore+ in revenue to the 18-month digital marketing effort.
Chennai Expansion
The growth helped pave the way for ESC to expand and scale its Chennai branch.
Acquisition & Expansion Flow
Key Strategic Differentiators
Audience Insight
The strategy recognized that students weren't the only important audience.
Better Segmentation
Students and parents received separate targeting and communication.
Multi-Channel Strategy
The campaign expanded beyond dependence on Google Ads.
Direct-Response Creative
Messaging, images and copy were designed around the audience.
Retargeting
Interested users were given another opportunity to engage with ESC.
These elements are directly reflected in the published case-study strategy and execution.
Core Strategic Lessons
Audience segmentation can significantly change campaign economics.
Parents can be an important audience in education decisions.
A multi-channel approach can reduce dependence on a single acquisition source.
Creative and messaging need to reflect the audience, not just the service.
Performance marketing becomes more valuable when connected to measurable business outcomes.
Scaling Education Consulting Through Smarter Audience Targeting
Europe Study Centre entered the project in a highly competitive market with expensive traditional advertising and inconsistent lead generation.
Rankraze shifted the approach toward audience segmentation, direct-response creative, Facebook, YouTube, Google Ads, SEO and retargeting.
The result was:
The project also supported the successful expansion and scaling of ESC's Chennai branch.
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