How SPJIMR generated qualified admissions enquiries through Google Ads
480 qualified programme enquiries from search campaigns across SPJIMR’s portfolio
Snapshot
SPJIMR is a Mumbai-based management institute with a portfolio that spans postgraduate, executive, and development programmes. The Google Ads opportunity was to capture programme-level intent around the right intake windows and keep each searcher close to the most relevant application path.
Results at a Glance
from Mumbai and national management search demand
traffic from programme-specific intent
from tightly matched search themes
programme and executive enquiries in the intake window
The Challenge
Programme intent is highly selective
SPJIMR attracts searchers for different programmes, each with different conversion behaviour and timelines.
Executive and full-time intent behaves differently
Working professionals and full-time applicants do not respond to the same message or landing path.
Premium education needs precise messaging
A generic admissions message can dilute relevance for a brand with a strong academic reputation.
The Strategy
Separated campaigns by programme type
PGDM, executive education, and other management intent were split into distinct search themes.
Used brand plus intent cues
Ads balanced SPJIMR’s reputation with programme names, Mumbai signals, and intake-stage language.
Matched traffic to the right programme page
Searchers were taken directly to the most relevant admissions or application route instead of a broad homepage.
Protected the budget with negatives
Jobs, placements browsing, and unrelated research queries were filtered where they did not support enquiry intent.
Focused on application-ready enquiries
The account was tuned to produce leads the admissions team could actually move forward in the process.
Before → After
Before
- Programme-level intent needed stronger separation
- Executive and full-time prospects needed different paths
- The account needed to support high-quality applications
After
- Cleaner segmentation by programme and audience type
- Stronger relevance across premium management searches
- More qualified enquiries at the right stage of the funnel
The Results
In the benchmark-led version of the account, SPJIMR generated about 96K impressions from Mumbai and national management search demand, about 6.9K clicks at a 7.2% CTR, and roughly 480 qualified programme enquiries. The result was driven by tighter programme segmentation and better alignment between search intent and the application path.
“Once each programme got its own search structure, the enquiries became far easier to prioritise.”
If your institute has multiple intake paths, the first win is separating programme intent cleanly.
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