PEM: + 1,000% applications in 6 months

Paris Ecole de Management: Multiplying qualified applications thanks to a data-driven acquisition strategy

Paris School of Management (PEM) Is a school specialized in management training based in Paris. It offers a complete offer: Bachelors, Masters and MBAs, focused on business and management professions, in order to meet the needs of the market and students.

The challenge: Increase the volume of applications and optimize profitability

In a competitive environment between private institutions, PEM needed to:

• Significantly increase the volume of qualified applications on its flagship programs;
• Optimize the profitability of campaigns, with precise monitoring of the performance until the final registration;
• Identify the most profitable courses in acquisition to adjust advertising budgets.

The objective was to build a scalable digital strategy, capable of fuelling the school's growth across all its courses.

The solution: 5-phase strategy to manage end-to-end performance

We structured the support around five complementary steps, combining data, continuous optimization and the activation of new levers.

Phase 1: Structuring the data in the CRM

• Setting up a unified database in the CRM, to follow each lead from the application to the actual registration.

This centralization allows a detailed analysis of the candidate journey and a precise measurement of performance.

Phase 2: Optimizing the Google Ads structure

• Deploying Google Ads campaigns segmented by program, level of study, and research intent.

The granular approach makes it possible to align each campaign with the expectations of candidates and to optimize the conversion rate.

Phase 3: Analysis of final conversions (bottom-funnel)

• Precise monitoring of courses generating real enrolments, in order to guide the advertising investment strategy.

Bottom-funnel analysis ensures that the acquisition generates real value for the school.

Phase 4: Dynamic budget reallocation

• Acceleration of investments on campaigns with a high conversion rate, with a logic ofcontinuous optimization.

The budget is thus adjusted in real time to maximize the profitability of each channel.

Phase 5: Meta Ads integration

• Launch of Meta Ads campaigns to increase visibility among students in the exploration phase.

This high funnel opening makes it possible to continuously feed the pipeline of qualified applications.

Achieved results

• +1000% of applications In 6 months
• 20% of qualified global applications from paid campaigns
• Scalable and duplicable device on other programs or campuses

Paris Ecole de Management now relies on a data-driven, efficient and easily replicable acquisition strategy.