University of Bradford
Performance Marketing
A UK University Bringing Executive Education to Dubai
The University of Bradford is one of the United Kingdom's leading research universities, with a strong legacy in applied sciences, engineering, and business education. Its Executive MBA program, delivered in Dubai, is designed for senior professionals seeking a globally recognised qualification while remaining in the workforce.
- UK-accredited Executive MBA delivered in Dubai
- Designed for professionals with 7+ years of experience
- Internationally recognised qualification with flexible study formats
Challenge: A Narrow Audience, High CPLs, and Six Intakes That Could Not Afford to Miss
The University of Bradford partnered with us in June 2023 with a clear objective: fill seats for their April and September intakes, every year, without fail. The challenge was not straightforward.
- The program required a minimum of seven years of professional experience and a senior job title, making the eligible audience narrow by design.
- CPLs across the Executive MBA category in Dubai were high, with multiple established programs competing for the same pool of senior professionals.
- The risk was not just low lead volume. It was leads that looked right on paper but did not meet the qualification threshold, wasting budget and admissions team time.
- Generic outreach to broad MBA audiences was not viable. Every campaign element had to be built around the specific profile of the right candidate.
Our Solution: Three Platforms, One Strategy, 66% Enrolments
Multi-Channel Campaign Execution: Reaching the Right Professional on the Right Platform
- Google Search targeted high-intent users actively searching for Executive MBA programs in Dubai and UK-accredited business qualifications.
- LinkedIn reached senior managers and C-suite professionals by job title, seniority level, and geography, the most precise fit for the program's eligibility criteria.
- Meta ran as a remarketing layer, re-engaging warm audiences who had already interacted with the brand but had not yet applied.
Audience Segmentation and Lead Qualification: Filtering for Quality Before the Lead Even Came In
- Audience segments were built to filter for seniority and professional background from the start, not after leads came in.
- Ongoing audience exclusions were applied to reduce spend on profiles unlikely to meet the entry requirements.
- Budget was reallocated across geographies based on CPL trends at each intake cycle.
- Creatives were refreshed regularly to maintain engagement across a campaign window spanning three years and six intakes.
Testimonial-Led Creative Strategy: The Creative Shift That Became Our Strongest Asset
- Generic program descriptions were tested early and dropped. They did not move the right audience.
- We produced student and alumni testimonial videos focused on career outcomes, promotions, and the practical return on the qualification.
- These videos became the top-performing creatives across every single intake, without exception.
- The shift to testimonial-led content required persistence in production and a clear decision to stop running what was not working.
Transparent Attribution and Precise Reporting: Full Visibility From Click to Enrolment
- Attribution was tracked across all three platforms throughout the engagement, giving the university a clear view of which channels were driving qualified leads at each stage.
- Real-time reporting allowed budget decisions to be made on current performance, not assumptions.
- The university had full visibility into the pipeline from click to enrolment at every intake.
Results and Milestones
Driving Success with Impressive Reach, Clicks, and Qualified Leads
| Metrics | Results | What Drove It |
|---|---|---|
| Total Leads Generated | 1,073 | Multi-channel campaigns across Google, LinkedIn, and Meta over 6 admission cycles |
| MQL Rate | 80% | Seniority-based audience segmentation and strict qualification filters |
| MQL to Applications | 40% | Career-outcome messaging that resonated with senior professionals |
| Applications to Enrolments | 18% | High-intent audience targeting reduced drop-off at decision stage |
| Lead to Enrolment Rate | 5.8% | End-to-end funnel precision from targeting through to admissions handoff |
| Digital Campaign Contribution | Two thirds (66%)seats filled per intake | Paid media as the primary and most reliable student acquisition channel |
| Client Retention | 3 consecutive years, 6 intakes | Results delivered every cycle with consistent lead quality |