PSB Academy Singapore: Student Recruitment Marketing, Cost per Qualified Lead Down 42%

PSB Academy is a Singapore private education institution offering diplomas and degree pathways with partner universities in the UK and Australia. It recruits locally, from working adults and polytechnic graduates, and internationally across ASEAN.

Recruitment campaigns ran as single-stage traffic campaigns, so the same ad had to take a stranger all the way to an enquiry. Non-branded search reach was limited to 24,500 visits a month, and only 1.2% of visitors made an enquiry. Each qualified lead cost SGD 125.

• Programme-level SEO. Search demand mapped by academic discipline and career intent, and the part-time degree and diploma pages restructured around it.
• Trust signals on every programme page. Partner-university verification, graduate outcome figures, lecturer profiles and the institution's EduTrust certification mark, written to meet Google's quality standard for education content.
• Structured data and speed. Course, EducationalOccupationalProgram and CollegeOrUniversity markup across more than 100 programme pages, with asset compression bringing mobile load under 1.8 seconds.
• A three-stage Meta Ads funnel. Campus video tours and alumni stories for polytechnic graduates and working professionals; Meta Instant Forms for brochure and syllabus downloads; retargeting to open-house registrations and one-to-one advisory sessions.
• Enquiry-flow CRO. Shorter application forms, pre-filled contact fields and an instant WhatsApp advisory prompt.