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Case Study
Ryan Group

How We Shifted Ryan School of Business From Lead Volume to Student Quality — Improving MQLs by 44%

Ryan School of Business operates under the Ryan International Group of Institutions, bringing decades of institutional credibility into the competitive management education market.

The challenge wasn’t generating enquiries. It was ensuring that a larger share of those enquiries came from students with genuine intent to enrol.

With Google and Meta playing different roles in the discovery journey, the opportunity was to connect media more closely with what happened after the lead — and use Ryan’s established credibility to turn awareness into serious program consideration.

Key Business Challenge

Build an acquisition engine that could leverage the Ryan legacy, generate qualified student demand and shift optimisation from form fills to Marketing Qualified Leads — without sacrificing acquisition efficiency.

Campaign

Education – Google & Meta

Industry

Higher Education (Business School)

Key Growth Levers

Google | Meta

Before Re-architecting, We Diagnosed
Where Lead Volume Was Hiding Student Quality

Unequal Lead Intent

A form submission didn’t necessarily indicate serious enrolment intent. Optimising equally for every lead limited downstream quality.

Disconnected Funnel Signals

Campaign platforms could see who submitted a lead, but needed deeper CRM feedback to understand who actually qualified.

Program Trust Gap

Ryan carried strong institutional credibility, but that trust still needed to translate specifically to Ryan School of Business and its management programs.

From Generating Enquiries to
BBuilding an Admissions Engine Around Genuine Student Intent

Search Intent Capture

Used Google to reach students actively researching relevant management education options and already demonstrating stronger consideration signals.

CRM-Led Optimisation

Fed downstream qualification events back into platforms, enabling campaigns to learn from MQLs rather than treating every form submission equally.

#ROI

Ryan-Led Trust

Leveraged the credibility and legacy of the Ryan Group to reduce uncertainty while establishing RSB as a destination for future-ready management education.

Meta Demand Creation

Used Meta to introduce RSB earlier in the decision journey, reaching relevant prospective students before they entered active program search.

Quality-Led Allocation

Evaluated campaigns on the quality of students entering the admissions pipeline, allowing budgets and optimisation decisions to follow deeper-funnel performance.

We gave each channel a specific role while moving campaign optimisation deeper into the admissions funnel — using search intent, demand creation, institutional credibility and CRM signals together.

Results Within 4 Months

Qualified Leads Generated
0 +
Marketing Qualified Leads
↑ 0 %
Cost per Lead
↓ 0 %
Bonus Win!
Quality improved without making acquisition expensive. MQLs increased 44% while CPL fell 28% — meaning the funnel generated stronger prospects at better economics.

Our Learnings
We Don’t Just Generate Education Leads

We Build Acquisition Engines Around Genuine Enrolment Intent
01

In education, a form fill is only the beginning. CRM qualification signals give platforms a much better definition of what a valuable prospect actually looks like.

02

Institutional legacy creates trust, but the individual program still needs its own reason to be considered. Brand credibility and program preference solve different problems.

03

Google and Meta work better when they have different jobs. Search captures students already evaluating options; Meta helps create the consideration that precedes that search.

04

Better lead quality doesn’t necessarily require paying more for acquisition. When platforms learn from deeper-funnel outcomes, quality and efficiency can improve together.

For us, education performance marketing isn’t about filling the admissions funnel — it’s about making every layer of acquisition better at finding students with a genuine reason to enrol.
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