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Case Studies
University of Tasmania
How University of Tasmania Increased Student Applications by 821% While Reducing Ad Spend by 63%
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The Challenge
While working at Pivotus agency, I led the transformation of University of Tasmania's underperforming Google Ads account. The account had poorly structured campaigns with generic messaging, broad unfocused targeting, and inefficient budget allocation that failed to showcase their diverse course offerings effectively
The Goal
Significantly increase student applications across all course levels while improving cost efficiency.
The Solution
Campaign Restructure
Organized campaigns by course levels (Undergraduate, Postgraduate, Double Degrees, Online, Research, Short Courses) Created one ad group per course type for maximum targeting precision Shifted from generic university promotion to course-specific messaging
Strategic Approach
Search Campaigns: Course-specific targeting with ad customizers for tailored messaging Deep University Analysis: Comprehensive mapping of all course offerings and website structure Business Data Sheet: Foundation for campaign structure and keyword targeting methodology
Key Implementations
Advanced ad customizers implemented for hyper-specialized messaging at scale Used extensions to showcase course-specific value propositions Prioritized high-intent keywords related to specific course searches Implemented negative keyword strategies to prevent irrelevant traffic
The Results
+821%
Applications (YOY)
-63%
Campaign costs
-42%
Average CPC
+112%
Users Reached
Key Takeaways
Course-specific campaign structure outperforms generic university promotion for higher education
Ad customizers enable hyper-personalization at scale for diverse educational offerings
Granular targeting with dedicated ad groups improves Quality Scores and reduces costs
Deep institutional understanding drives precise campaign architecture and better results
Search-focused strategy captures high-intent education seekers more effectively
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Want to see what better Google Ads insights could do for you, or your clients?
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Your friendly Google Ads consultant in Melbourne.
Work
About
ServicesCampaign ManagementAudits & StrategyWhite-Label & Agency PartnershipsCustom Training & Workshops
Contact u sLinkedIn
Your friendly Google Ads consultant in Melbourne.
Work
About
Services
Campaign ManagementAudits & StrategyWhite-Label & Agency PartnershipsCustom Training & Workshops
Contact usLinkedIn
I acknowledge the Traditional Custodians of the lands on which I live and work, the peoples of the Kulin Nation, and pay my respects to Elders past and present. I recognise their continuing connection to land, waters and culture.
© 2026 SABOO. All rights reserved
Credits
I acknowledge the Traditional Custodians of the lands on which I live and work, the peoples of the Kulin Nation, and pay my respects to Elders past and present. I recognise their continuing connection to land, waters and culture.
© 2026 SABOO. All rights reserved
Credits