Strong programmes, regional reach, national-scale ambition.

Roorkee Institute of Technology is one of Uttarakhand's top-ranked colleges, strong academics, solid placement record, a programme mix spanning engineering, management, agriculture, paramedical and education. Locally, the brand mattered. Nationally, the digital footprint matched the regional reality.

The brief wasn't to compete on spend with Tier-1 city institutions chasing the same pan-India student. It was to be findable, credible and decisively visible to the right student in the right cities, the ones where intent and conversion were already proven, and the ones where the next admissions cycle could realistically be won.

The approach

Three moves, focused on signal not surface area.

Going national from a regional base means starting with proof, not aspiration. Every move below was about applying spend where conversion was already evidenced, then compounding.

Move 01

Geo-targeted, not geo-limited

Past admissions data identified the cities and regions historically producing the highest enrolments. Campaigns weren't restricted to Uttarakhand, they were directed where intent and conversion were already proven, and scaled there. Every rupee of media spend went to a city with a track record.

Move 02

Course-specific search, no broad keyword bloat

"Best MBA colleges in Uttarakhand." "B.Tech college with placement support." "MBA admissions in Roorkee." Tightly bounded queries mapped to dedicated programme pages. No category-keyword spending that doesn't convert. Quality scores did the rest.

Move 03

Multi-format funnel, role-aware messaging

UG aspirants got campus-life and outcomes-focused creative. PG audiences got ROI and placement messaging. Search captured the high-intent moment; social and display held mindshare in between. Each format played its role, not the same role on different platforms.

The outcomes

Numbers that compound across cycles.

Stabilising the lead engine in cycle one set the foundation. Compounding it, quality up, CPL down, organic share growing, is what made cycle two repeatable.

200+

Quality admissions

Enrolled across UG and PG programmes, with attribution back to specific channels and cities.

10×

ROAS at peak

After audience targeting matured and underperforming geographies were trimmed from the mix.

131%

Organic traffic lift

Driven by programme-page authority and content tied to localised search intent.

↓22%

Cost per qualified lead

Reduction within the first optimisation cycle; further compounding in subsequent intakes.

102%

Search impression lift

Doubled visibility on programme-specific and admission-intent queries.

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Working with AdClear has been genuinely refreshing. Their SEO and Google Ads strategy helped us stabilise our lead flow and improve the quality of inquiries month by month. What we liked most was their transparency, every update, every number was clearly explained. It finally felt like we had a team that understands education marketing instead of just running ads.