International Student Recruitment — Multi-Country Lead Engine
The Challenge
Generate qualified student enquiries from emerging markets (Bangladesh, Nigeria, Pakistan) for partner universities in the UK, Ireland, and the US. Each market required culturally tailored creative, language nuances, and conversion-optimized funnels at scale — with measurable ROI per country.
The Strategy
- Multi-account architecture: Dedicated Meta Ad Accounts per country with isolated Pixel + Conversions API setups to keep attribution clean.
- Funnel objectives by intent: Lead Form ads for top-of-funnel awareness, WhatsApp Conversations for high-intent decision-stage leads.
- 75+ custom audiences built around lookalike modeling, website visitors, video engagement, and lead-form interactions.
- Calendar-aligned creative: Spring intake, autumn intake, scholarship windows, and country-specific cultural events.
- iOS 14+ resilience: Conversions API integrated server-side for accurate attribution post-ATT.
The Results
- 191 campaigns built and optimized across 4 countries
- $34,729+ ad spend managed; cost-per-lead optimized into the $0.52 – $1.97 range depending on market
- 6.7+ / 10 event match quality via Conversions API
- 2,067 verified Meta leads from the top-performing single campaign
- Active funnels live in Ireland, Nigeria, and Bangladesh with rolling intake-window rotation
Tools Used
Meta Ads Manager · Meta Pixel · Conversions API · WhatsApp Business · Lead Ads · GA4 · Microsoft Clarity · Search Console · Ahrefs