Home > Case Studies > Oxford University Case Study

PPC Case Study: Oxford University

University in Oxford

Challenge

Oxford University approached us for PPC campaign management across their online courses, as well as undergraduate and postgraduate programmes. However, campaign performance and reporting accuracy were being significantly hindered by tracking issues. A key problem was the cookie consent pop-up, which was configured in a way that drastically limited the amount of user data being recorded. As a result, Google Analytics was under-reporting by a large margin, and the incomplete data fed into Google Ads meant that campaign optimisation was based on an inaccurate picture of user behaviour. This lack of reliable tracking data not only affected decision-making but also obscured the true performance of their campaigns, making it difficult to identify opportunities for improvement.

17%

Increase in clicks

18%

Increase in sales

28%

Increase in revenue

98%

Increase in data visibility

Solution

Our first step was to address the tracking issues, ensuring the cookie pop-up and other tracking elements were configured to capture accurate, compliant user data. This fix alone increased the data recorded in Google Analytics by 50%, providing a far more accurate foundation for campaign optimisation. With reliable data in place, we restructured the ad copy to better reflect Oxford University’s course offerings and unique value propositions, improved location targeting to focus on high-intent regions, and implemented Performance Max campaigns to maximise reach and conversion potential. We also provided strategic recommendations on website performance to further enhance the user journey, ensuring that every click generated by PPC had the best possible chance of converting. This combined approach delivered a measurable improvement in campaign efficiency and ROI.