1. Heavy competition
ESC needed to stand out among the many businesses promoting overseas education.
Europe Study Centre Case Study
Reaching Students and Parents with Audience-Specific Advertising
- Client
- Europe Study Centre (ESC)
- Industry
- Overseas Education & Student Recruitment
- Services
- Paid Advertising, Lead Generation, Audience Targeting & Retargeting
Overseas Education · Paid Ads Case Study
How Rankraze Helped Europe Study Centre Generate ₹4 Crore+ in Revenue with ₹16.81 Lakh in Ad Spend
Europe Study Centre (ESC) wanted to reach more students interested in studying abroad while managing the cost of acquiring leads in a highly competitive market.
Rankraze developed a digital campaign focused on reaching both students and parents, using targeted advertising and audience-specific messaging.
The campaign generated 21,000+ leads and ₹4 crore+ in reported revenue, with ₹16.81 lakh in ad spend.
Campaign Highlights
Leads Generated
21,000+
From student- and parent-focused paid campaigns
- Ad Spend
- ₹16.81 lakh
- Revenue Generated
- ₹4 crore+
- Reported ROAS
- 24x
- Impressions
- 23 million
- Reach
- 26.06 lakh
- Engagement
- 2 lakh
Source: Rankraze's Europe Study Centre campaign reporting. Figures are agency-reported; leads, engagement and revenue reflect the campaign's own reporting and attribution.
Client Overview
A Quick Look at Europe Study Centre
Europe Study Centre is an education consulting company involved in student recruitment and overseas education and immigration-related services.
For students considering international education, choosing a study destination is a significant decision. Parents are often involved, too, particularly when it comes to finances, safety and long-term career opportunities.
That gave ESC an opportunity to communicate with both groups rather than treating students as the only audience.
Students
Choosing a study destination
Parents
Finances, safety & careers
Project Details
- Client
- Europe Study Centre (ESC)
- Industry
- Overseas education consulting
- Target audience
- Students and parents
- Primary objective
- Generate student and parent leads
- Additional objectives
- Brand awareness and retargeting
- Reported ad spend
- ₹16.81 lakh
- Reported revenue
- ₹4 crore+
The Business Challenge
The Challenge: Standing Out in a Crowded Study Abroad Market
The study abroad market is competitive. Students encounter a wide range of consultants, institutions and advertisements while researching their options.
What ESC Had Tried Before
ESC had already tried traditional advertising, including local television and newspapers. According to the supplied case-study material, these channels were expensive and did not deliver tangible results for the business.
ESC was also relying heavily on Google Ads, which the original case-study material described as an expensive channel for the business.
- Local television
- Newspapers
- Heavy reliance on Google Ads
The slides also identify three challenges:
2. Rising lead-generation costs
Acquiring prospective students consistently was a concern.
3. Inconsistent lead generation
The business wanted a more dependable way to attract prospective students and parents.
The goal was not simply to generate more advertising activity. ESC needed a campaign that could reach relevant people, encourage enquiries and support business growth.
The Key Finding
The Key Finding: Students Weren't the Only Audience Worth Targeting
One of the most important decisions documented in the original case study was to expand the campaign beyond students.
The team identified parents aged 40–50 as an additional audience to target on Facebook.
FacebookWhy did this matter?
Students may be researching universities and courses, but parents can also play an important role in decisions about overseas education. Speaking to parents separately gave ESC another way to reach people involved in the decision-making process.
Instead of relying on student-focused targeting alone, the campaign could address two distinct audiences.
Students
Core audiencePeople exploring overseas education opportunities.
Parents
Aged 40–50 · FacebookPeople who may be involved in evaluating and supporting their children's education plans.
The Strategy
The Strategy: Reach the People Involved in the Decision
The campaign focused on three objectives: generating leads at an appropriate cost, building brand awareness and reconnecting with people who had already shown interest.
- Generate leads at an appropriate cost
- Build brand awareness
- Reconnect with interested people
Strategy 1
Target Students and Parents Separately
Rather than using one message for everyone, Rankraze separated student and parent audiences on Facebook.
This allowed the campaign to address people at different stages of the education decision-making process.
FacebookAudience segmentation
Strategy 2
Use Direct-Response Advertising
The campaign used direct-response advertising creatives, with messaging and images designed for the intended audience.
The objective was to encourage prospective students and parents to take action instead of treating advertising solely as a way to increase visibility.
Direct-response creativesAudience-specific messaging
Strategy 3
Build Awareness Across Digital Channels
The campaign objectives included using Facebook and YouTube to build brand awareness.
This supported the broader goal of making ESC visible to prospective audiences while its lead-generation activity focused on enquiries.
FacebookYouTube
Strategy 4
Retarget Interested Audiences
Retargeting was another stated objective. It provided a way to reconnect with people who had already shown interest in the offer.
This was relevant for an education consultancy because prospective students and their families may need time to research options before deciding to enquire.
Retargeting
Campaign Execution
Execution: Putting the Strategy into Practice
The original case-study slides document three main areas of execution.
Audience-Specific Facebook Campaigns
Rankraze targeted students and parents separately on Facebook.
For parents, the slides specifically identify the 40–50 age group. The campaign approach recognised that overseas education decisions can involve more than one person in a family.
Direct-Response Ad Creatives
The campaign used audience-focused messaging, images and ad copy.
The aim was to make the advertising relevant to the people seeing it and encourage them to enquire about ESC's services.
Awareness and Retargeting Objectives
The campaign objectives also included Facebook and YouTube brand awareness, alongside retargeting interested audiences.
Together, these activities supported the campaign's broader goals of increasing visibility and generating prospective student and parent leads.
For businesses with similar acquisition goals, Rankraze's paid advertising services cover campaign planning, audience targeting, ad creation, conversion tracking and performance optimisation.
- Campaign planning
- Audience targeting
- Ad creation
- Conversion tracking
- Performance optimisation
Campaign Results
The Results: What the Campaign Reported
The supplied case-study slides report the following campaign outcomes.
21,000+Leads Generated
The campaign reportedly generated more than 21,000 leads from prospective students and parents.
This is the headline lead-generation result in the supplied material. The slides do not provide a breakdown by channel, lead qualification status or the proportion that ultimately enrolled.
₹16.81 Lakhin Ad Spend
The campaign report lists ₹16.81 lakh in advertising expenditure.
This figure provides context for evaluating the reported lead and revenue outcomes.
₹4 Crore+in Reported Revenue
The case study reports more than ₹4 crore in revenue generated.
This is a significant business outcome, but the supplied slides do not explain how revenue was attributed to the campaign or whether the figure represents collected revenue, booked revenue or another reporting measure.
Other Reported Campaign Metrics
| Metric | Reported Figure |
|---|---|
| Impressions | 23 million |
| Reach | 26.06 lakh |
| Engagement | 2 lakh |
| Reported ROAS | 24x |
Understanding the Reported 24x ROAS
Return on ad spend (ROAS) is generally calculated as:
ROAS = Attributed revenue ÷ Advertising spend
The supplied slides report ₹4 crore+ in revenue, ₹16.81 lakh in ad spend and a 24x return on ad spend.
Revenue
₹4 Cr
Ad Spend
₹16.81 L
ROAS
23.8x
Using ₹4 crore as the revenue numerator and ₹16.81 lakh as the spend denominator produces approximately 23.8x. That is broadly consistent with a rounded 24x figure, assuming the reported revenue and spend cover comparable periods and use the same attribution basis.
Business Impact
The Business Impact: A More Focused Approach to Lead Generation
The main lesson from the Europe Study Centre campaign is the value of looking beyond a single audience.
By targeting students and parents separately, Rankraze broadened the campaign's approach to reaching people involved in overseas education decisions. The supplied case-study material reports that this change helped reduce lead cost and make lead generation more consistent.
The reported campaign figures also indicate substantial reach and lead volume.
However, the available slides do not provide enrolment numbers, qualified-lead rates or a detailed revenue attribution report. Those measures would help establish how effectively the leads translated into business outcomes.
What Was Reported
- Reduced lead cost
- More consistent lead generation
- Substantial reach and lead volume
Not Yet Available
- Enrolment numbers
- Qualified-lead rates
- Detailed revenue attribution report
For education consultancies, the takeaway is practical: lead generation becomes more useful when audience targeting reflects how people actually make decisions.
Generating enquiries is one part of the process. Understanding lead quality, follow-up and eventual enrolments is what helps connect marketing activity to business growth.
- Enquiries
- Lead quality
- Follow-up
- Enrolments
Lessons for Education Businesses
What Other Education Businesses Can Learn from ESC
Every education consultancy has a different audience, service offering and advertising budget. Still, the campaign offers several useful considerations.
Understand who influences the decision.
Students may be the primary audience, but parents or guardians can also influence the choice of a consultant or institution.
Create messaging for distinct audiences.
A message that appeals to a student researching courses may not address the same concerns as one aimed at a parent.
Give retargeting a clear purpose.
People researching overseas education may need multiple interactions before they enquire. Retargeting can support follow-up when it is implemented with appropriate audience rules and measurement.
Measure outcomes beyond lead volume.
Lead cost matters, but lead quality, counselling appointments and enrolments provide a fuller picture of campaign performance.
For education businesses looking to improve their digital acquisition strategy, the right approach should reflect the target audience, business goals and available performance data.
Work with Rankraze
Looking for a Digital Marketing Partner for Your Education Business?
Generating leads in a competitive education market requires more than running advertisements. Audience selection, messaging, budget allocation and follow-up all influence the value of a campaign.
At Rankraze, we work with businesses to plan digital campaigns around their marketing objectives and measure performance against meaningful outcomes.
If you're exploring a digital marketing company in Chennai to support your education business, start by identifying what you need to improve: lead volume, acquisition costs, audience reach or the quality of enquiries.
Explore our PPC and paid advertising services, or visit the Rankraze homepage to learn more about our services.
If you're comparing options for the best digital marketing agency in Chennai, look for a team that can explain its strategy, show how results are measured and distinguish advertising leads from actual business outcomes.
What Do You Need to Improve?
- Lead volume
- Acquisition costs
- Audience reach
- Quality of enquiries
What to Look for in a Partner
- Can explain its strategy
- Shows how results are measured
- Distinguishes advertising leads from actual business outcomes
Ready to Build a More Focused Lead-Generation Campaign?
Let's discuss your audience, goals and current marketing challenges.
Talk to Rankraze