+38% student enquiries.
How DEI College grew student enquiries as a big rival pushed into the market, with separate messages for parents and students.
More enquiries just as competition jumped overnight
DEI College is a college in Greece, in a highly competitive market. The application period is short and decides the year.
In May 2026, at the peak of the application season, a major competitor sharply increased its Google advertising and began announcing that it would open a university branch in Greece.
The pressure was twofold: more competition in search and a new message that caught the audience's attention.
Staying on Google alone, DEI College would have paid more for the same demand, in a fight that did not make financial sense.
Create demand elsewhere and capture it on Google
The decision to study is made by two people: the parent and the student. We split the audience into these two groups, with different messages for each.
Through Meta and Taboola we showed each group what matters to it: the partnership with Sunderland, the new programmes, and degrees such as Law and Psychology without the national entrance exams.
Demand was created before people searched, so when prospective students looked on Google, DEI College was already a known choice.
Our own ClickGuard checks traffic quality and an AI model scores intent across all three channels, so the Google budget goes to the searches most likely to become an enquiry.
A message for every decision maker
Parents and students apart
We worked out who makes the decision and split the audience into parents and students, each with their own messages.
Demand from Meta and Taboola
The college's strengths reached the right people before they searched, so demand no longer depended on Google alone.
Google only for intent
With ClickGuard and intent scoring, the Google budget went to the searches most likely to become an enquiry.
The Results
Leads from Google Ads
More student enquiries from Google Ads, even though a major competitor sharply increased its advertising.
Leads from Meta
More enquiries from Meta, with a different message for parents and for prospective students.
Target audiences
Parents and prospective students each saw the message that answers their own questions.
Channels
Google, Meta and Taboola used the same intent score, so the budget went to the most interested prospective students.
Is your competition rising overnight?
We build demand across every channel and send your budget where intent is.
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