Case Study · Google + Meta Ads Engine · Multi-Channel Scale
Study Abroad & Immigration Consulting

Performance Marketing · 3-Month Campaign · Study Abroad & Immigration

4,700+ Total Leads & Bookings.
90% Qualified Leads.
Meta + Google Engine.

How BrandMonkey scaled Nesta Abroad with a multi-channel Google + Meta Ads engine — delivering 4,713 total leads and bookings across social, search, and local maps campaigns, while filtering out low-intent inquiries to deliver 90% qualified leads to admissions.

4,700+

Total Leads & Bookings

90%

Qualified Leads (BOFU)

1.48M+

Total Impressions

$5.70

Blended Cost / Lead

§ 01 — Executive Summary

A Full-Funnel Google + Meta Ads Engine That Turned Volume Into Qualified Demand

Nesta Abroad — a study abroad and immigration consultancy — wanted more high-quality student and immigration inquiries while cutting the unqualified leads that were draining the sales team's time. Instead of leaning on a single lead-generation campaign, BrandMonkey built a complete TOFU–MOFU–BOFU Google + Meta Ads funnel covering every stage of the customer journey over a 3-month period.

Across the 3-month campaign, continuous audience testing, creative optimisation and structural refinement moved the account through three phases — Click-to-WhatsApp, Landing Page Lead Generation, and finally a Direct Booking Campaign with qualifying questions. The result was a scalable multi-channel acquisition system that generated 4,713 total leads & bookings (4,094 Meta Ads social leads + 619 Google Ads high-intent Search/PMax leads), lifting qualification from 50–60% to 90% at the bottom of the funnel — all while serving 1.48M+ total impressions on a disciplined $26,856.65 CAD spend ($5.70 blended CPL).

3,253

WhatsApp Conversations

807

Direct Bookings

90%

Qualified Leads (BOFU)

1.35M

Impressions

$4.99

Cost / Conversation

02 — About the Client

Guiding Students & Families Toward a Life Abroad

Nesta Abroad is a study abroad and immigration consultancy that helps prospective students and families navigate the path to studying, working and settling abroad — from study permits and master's admissions to work permits, PR and family sponsorship.

The business depends on a steady flow of genuine, high-intent inquiries: people who are seriously considering a move and are ready to speak with an admissions or immigration expert. In a category crowded with agencies and heavy with casual, low-commitment browsers, the quality of each lead matters far more than the raw count — every unqualified inquiry that reaches the sales team is time not spent with a prospect who is ready to enrol.

High Volume, But Too Many Unqualified Leads

Nesta Abroad wanted to generate high-quality student and immigration inquiries while reducing unqualified leads and improving overall conversion rates. The problem wasn't reach — it was that the existing approach mixed serious prospects with casual browsers, and the sales team paid the price.

Low Conversion Rates

A large share of inquiries never progressed to a consultation or admission, dragging down the return on every marketing dollar.

Unqualified Leads

Generic lead forms attracted low-intent users who were curious but not ready to act, inflating volume without inflating outcomes.

Sales Team Overload

Consultants spent hours chasing prospects who were never going to convert, reducing time available for genuinely high-intent students.

Single-Campaign Dependency

Relying on one lead-generation campaign left no way to nurture interest or filter intent across the customer journey.

04 — Objectives

The Mandate

Primary Goal

Generate high-quality student & immigration inquiries at scale — while systematically reducing unqualified leads and lifting conversion.

The Core Tension More volume is easy. More qualified volume — delivered at a cost the business can scale on — is the real objective. Every stage of the funnel was built to push intent higher, not just counts.

Build a full-funnel system spanning awareness, nurture and conversion

Increase the share of qualified leads reaching the sales team

Improve lead-to-admission and booking-to-conversion rates

Lower response time to prospective students

Filter out low-intent inquiries before they reach consultants

Create a scalable, repeatable acquisition engine

05 — Our Strategy

A Complete TOFU–MOFU–BOFU Funnel

Instead of relying on a single lead-generation campaign, we built a complete Google + Meta Ads funnel covering every stage of the customer journey — so we could create demand, nurture it, and convert only the highest-intent users into consultations and bookings.

Top of Funnel — Awareness (TOFU)

Created awareness and reached new audiences actively considering studying, working or settling abroad — building a fresh pool of prospects at the top of the journey.

Middle of Funnel — Nurture (MOFU)

Nurtured interested prospects with relevant messaging and remarketing — keeping Nesta Abroad top of mind and moving warm audiences closer to a decision.

Bottom of Funnel — Convert (BOFU)

Focused on converting high-intent users into qualified consultations and bookings, using qualifying questions to filter out low-intent inquiries before they reached the sales team.

06 — Phased Execution

Three Phases, Rising Intent

We didn't launch the final system on day one. Through continuous audience testing, creative optimisation and campaign-structure improvements, the account evolved across three phases — each one raising the quality of the leads it produced.

Phase 01

Click-to-WhatsApp

TOFU · MOFU

3,253

Conversations Started

$4.99

Cost / Conversation

50–60%

Qualified Leads

Faster

Response Time

Phase 02

Landing Page Lead Gen

MOFU · BOFU

550+

Consultations Booked

$4.84

Cost / Consultation

30–34%

Lead-to-Admission

Full

Website Tracking

Phase 03

Direct Booking

BOFU

90%

Qualified Leads

50–60%

Booking-to-Conversion

257+

Immigration Bookings

↓ Low-Intent

Inquiries Filtered

07 — High-Performing Video Creatives

Google + Meta Video Ads & Reels Showcase

A selection of the top-performing vertical video ads deployed across TOFU, MOFU, and BOFU stages. Designed to hook prospective students, highlight core immigration benefits, and drive high-intent consultation bookings.

TOFU · Awareness

French Coaching & PR Points

French Language Masterclass Reel

“Boost Your CRS Score by 50+ Points with French!”

Targeted awareness creative engaging prospects looking for Express Entry shortcuts and French language proficiency bonus points.

3,253 CTWA Leads

$4.99 Cost / Chat

Top 5% CTR Batch

MOFU · Nurture

IELTS Preparation & Admissions

IELTS Band 7+ Fast-Track Reel

“Secure Admission in Top Global Universities with Band 7.5”

Nurture ad showcasing student visa eligibility and intensive IELTS preparation programs to turn warm interest into applications.

550+ Consultations

$4.84 Cost / Booking

34% Admission Rate

BOFU · Direct Booking

Immigration & Work Permits

SOWP & Super Visa Direct Booking

“Reunite with Your Spouse or Family in Canada This Year”

High-intent conversion ad directing qualified applicants to direct calendar bookings with pre-qualifying questionnaire screening.

90% Qualified Rate

257+ Immigration Leads

60% Conversion

09 — Campaign Performance

Meta & Google Ads Side-by-Side Performance

Across both advertising platforms, disciplined spend produced high volume at the top of the funnel and qualified intent at the bottom. Below is the side-by-side breakdown for Meta Ads and Google Ads.

Meta Ads Campaign Engine

Meta Ads

Funnel Layer	Primary Result	Leads	Avg CPL	Spend (CAD)
Phase 1 — Click-to-WhatsApp	Messaging conversations started	3,253	$4.99	$16,223
Phase 2 — Landing Page Lead Gen	Study consultations booked	550	$4.84	$2,661
Phase 3 — Direct Booking	Immigration bookings	257	$10.30	$2,646
Specialised campaigns	WHV, language school & other	34	—	$1,766
Meta Engine Total	Social Funnel Leads	4,094	$5.69	$23,295.00

Google Ads Breakdown (Last 4 Months)

Google Ads

Month / Period	Actions & Calls	Conversions	Avg CPL	Spend (CAD)
Mar 2026	37 Calls / 80 Directions	108	CA$4.94	CA$518.82
Apr 2026	66 Calls / 67 Directions	88	CA$5.90	CA$519.08
May 2026	74 Calls / 79 Directions	130	CA$5.69	CA$739.64
Jun 2026	77 Calls / 97 Directions	166	CA$5.32	CA$883.26
Jul 1-4 26	9 Calls / 26 Directions	34	CA$5.19	CA$176.35
Google Engine Total	Search, PMax & GMB Ads	619	CA$5.75	CA$3,561.65

GRAND TOTAL MULTI-CHANNEL LEADS

4,713 LEADS

TOTAL MULTI-CHANNEL SPEND

$26,856.65 CAD

BLENDED COST / CONVERSION

$5.70 / LEAD

TOTAL IMPRESSIONS SERVED

1.48M+ IMPRESSIONS

Meta Ads Social Funnel

Meta Ads generated 4,094 total leads across 3 main phases (WhatsApp chats, consultations, direct immigration bookings), reaching 649,816 people with 1,352,266 impressions on a $23,295.00 CAD budget ($5.69 blended CPL).

Google Ads Intent Engine

Google Ads captured active search intent and local store visits across 4+ recent months, generating 619 conversions, 333 direct phone calls, and 449 direction requests on CA$3,561.65 CAD budget (CA$5.75 blended CPL).

09.1 — Google Ads Campaign Engine

Google Ads Performance Engine

Operating alongside Meta Ads, BrandMonkey executed multi-channel Google Ads campaigns (Search, Performance Max, and GMB Local Store Visit Ads) from September 2025 through July 2026. Across 136,000+ impressions and 2,675 clicks, the Google Ads engine generated 619 conversions, 333 direct phone calls, and 449 direction requests at a highly efficient blended Cost per Conversion of CA$5.75.

CA$3,561.65

Total Spend (CAD)

619

Total Conversions

333

Direct Phone Calls

449

Get Directions Requests

CA$5.75

Avg Cost / Conversion

2,675

Clicks (1.97% CTR)

Search Campaigns (Lead Gen)

High Intent

Targeted Pan-Canada search queries for study abroad, student visa, and immigration consulting. Captured immediate search intent and turned high-intent traffic into direct calls and qualified consultation bookings.

Conversions

196

Phone Calls

226

Avg CPL

CA$12.29

Performance Max & GMB Local Store Visit Ads

High Volume & Local

Leveraged automated Google placement (Maps, Local, YouTube, Search) to drive local office foot traffic, direction requests, direct phone calls, and immediate local inquiries at ultra-low acquisition costs.

Conversions

423

Directions

449

Avg CPL

CA$2.73

Search Campaign High Intent

Search campaigns maintained an outstanding CTR reaching up to 5.61% and generated 226 direct phone calls. Search users exhibited the highest commercial intent for visa consulting & student placement.

Performance Max & Local Scale

Performance Max & GMB campaigns generated 423 conversions and 449 get-directions requests at a remarkably low CPL (as low as CA$1.46 per conversion in June 2026), driving local office foot traffic.

10 — Lead Quality

Qualification Rose at Every Stage

The whole point of the funnel was to raise intent as prospects moved down it. Qualified-lead rate climbed from the low-fifties at the top to 90% at the Direct Booking stage — where qualifying questions did the filtering before a consultant ever got involved.

Phase 1 — CTWA

55%

Phase 2 — Landing Page

70%

Phase 3 — Direct Booking

90%

Booking-to-Conversion

50–60%

Why Direct Booking Worked By asking qualifying questions inside the booking form itself, low-intent users self-selected out before reaching the sales team. Consultants opened their day with a calendar of genuinely high-intent prospects — and a 50–60% booking-to-conversion ratio to show for it.

11 — Customer Journey

From First Impression to Admission

Stage 01 · TOFU

Awareness

Reach new audiences
Introduce Nesta Abroad
Spark initial interest

Stage 02 · MOFU

Nurture

Relevant messaging
Remarketing to warm users
Build consideration

Stage 03

Conversation

WhatsApp chat or form
Faster response time
Higher engagement

Stage 04 · BOFU

Qualification

Direct booking form
Qualifying questions
Low-intent filtered out

Stage 05

Admission

High-intent consultation
Booking-to-conversion
Enrolled student

12 — Business Impact

A Scalable Acquisition Engine

90%

Qualified leads at the Direct Booking stage — up from 50–60% at the top of the funnel.

50–60%

Booking-to-conversion ratio, as qualifying questions filtered intent before the sales call.

30–34%

Lead-to-admission conversion from the landing-page lead-generation layer.

4,700+

Conversations and bookings generated across the full funnel on disciplined spend.

The Operational Win Beyond the metrics, the biggest shift was efficiency: the sales team stopped chasing low-intent inquiries and started spending their time only on prospects who were ready to enrol — a significant reduction in unqualified inquiries and a meaningful lift in team productivity.

§ 13 — Efficiency & ROI

Cost-Efficient at Every Stage

Because each funnel layer had a clear result and a clear cost, Nesta Abroad could evaluate performance on hard numbers — conversations, bookings and qualification — rather than impressions or guesswork.

$5.70

Blended Cost / Lead (Meta + Google)

$4.99

Meta WhatsApp CPL

$5.75

Google Ads CPL

90%

BOFU Qualified Rate

1.48M+

Total Impressions

The multi-channel structure is what made the spend efficient. Broad, low-cost WhatsApp conversations fed the top of the funnel at $4.99 each, Google Search & PMax campaigns captured active intent at $5.75 per conversion, and the Direct Booking layer concentrated remaining budget on users most likely to enrol — producing 4,713 total leads, 90% qualified intent, and a blended $5.70 cost per lead overall ($26,856.65 total spend).

14 — Key Learnings

What the Funnel Taught Us

01
A full funnel beats a single campaign: covering TOFU, MOFU and BOFU let us create demand, nurture it and convert it — instead of asking one campaign to do everything.
02
Qualifying questions are the cheapest filter you have: asking them inside the booking form pushed qualification to 90% before a consultant spent a minute.
03
WhatsApp shortens the distance: Click-to-WhatsApp opened direct, real-time conversations that engaged prospects faster than forms alone.
04
Continuous testing compounds: steady audience, creative and structure testing — not bigger budgets — is what moved the account from broad leads to a precise booking engine.
05
Fewer, better leads win: reducing unqualified inquiries did more for the sales team than raw volume ever did — efficiency, not just acquisition, was the outcome.

15 — Conclusion

The Takeaway

By implementing a structured TOFU–MOFU–BOFU funnel, continuously testing audiences and campaign structures, and optimising each stage of the customer journey, we transformed Nesta Abroad's lead-generation process — from a single-campaign approach into a scalable, three-phase acquisition system.

The result was an engine that consistently delivered higher-quality leads, improved conversion rates at every stage, and maximised the efficiency of the admissions team — with qualification rising from 50–60% to 90% and a 50–60% booking-to-conversion ratio at the bottom of the funnel. A repeatable blueprint BrandMonkey continues to scale.

4,700+ Total Leads & Bookings.90% Qualified Leads.Meta + Google Engine.

A Full-Funnel Google + Meta Ads Engine That Turned Volume Into Qualified Demand

Guiding Students & Families Toward a Life Abroad

High Volume, But Too Many Unqualified Leads

The Mandate

A Complete TOFU–MOFU–BOFU Funnel

Three Phases, Rising Intent

Google + Meta Video Ads & Reels Showcase

French Language Masterclass Reel

IELTS Band 7+ Fast-Track Reel

SOWP & Super Visa Direct Booking

Verified Social Media Engagement & Proof

Meta & Google Ads Side-by-Side Performance

Meta Ads Campaign Engine

Google Ads Breakdown (Last 4 Months)

Google Ads Performance Engine

Qualification Rose at Every Stage

From First Impression to Admission

A Scalable Acquisition Engine

Cost-Efficient at Every Stage

What the Funnel Taught Us

The Takeaway

4,700+ Total Leads & Bookings.
90% Qualified Leads.
Meta + Google Engine.