Amity University Online
Broad match combined with Smart Bidding automated bidding on Search campaigns, with account-level exclusions, to lower acquisition cost without losing volume
Amity University Online, with its agency Univo, combined broad match and Smart Bidding on its Google Search campaigns: cost per admission down 54% year over year, conversion rate x2.5 and admissions +10%, according to the case published by Google in March 2025.
Key points
- Amity University Online moved its Search campaigns to broad match with Smart Bidding, through the agency Univo.
- Account-level exclusions to filter off-target traffic and keep qualified leads.
- Cost per admission down 54% year over year, conversion rate x2.5, admissions +10%.
- Evidence B: case published by Google in March 2025, acquisition partnership confirmed by Univo.
Objective
Lower the cost of acquiring online students on performance channels without reducing enrollment volume.
The deployment
Amity University Online is the online degree offering of the Indian private university Amity. Its partner Univo, which runs the end-to-end chain on its behalf (program design, UGC compliance, learner acquisition, digital delivery), says it has grown the ecosystem to more than 2 lakh learners (200,000) in India and internationally. The goal set for performance campaigns was to reduce acquisition cost without losing enrollment volume. Univo switched the Google Search campaigns to broad match combined with Smart Bidding: Google matches queries to keywords by meaning and adjusts the bid on each query according to the probability of conversion. To keep broad match from pulling in useless traffic, the agency set account-level exclusions and reworked the search terms. Google reports, over one year, a 54% drop in cost per admission, a conversion rate multiplied by 2.5 and 10% more admissions. The case appears in the series "How businesses are putting AI to work to drive results" published by Google in March 2025. The exact campaign period and the amounts invested are not published.
Results Proof B
The three campaign figures come from a case published by Google (an interested platform source); the agency Univo confirms on its side the long-term acquisition partnership and the scale of the program, without repeating the campaign figures.
How it works
Inferred typical approachThe internal detail is not public. Here is a proven approach that leads to the same result, to adapt to your stack.
The stack in detail
- plateforme Google Ads Search Campaigns on the Google search network, run by the agency Univo.
- outil Smart Bidding Google automated bidding that adjusts the bid on each query according to conversion signals.
- outil Broad match Broad keyword matching: Google matches queries by meaning, and the agency filters off-target traffic with account-level exclusions.
How it runs, concretely
For ops teams-
1Set the reference conversion Agency / data team
Define the event the bids should target (qualified lead, admission) and report it into Google Ads.
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2Open keywords to broad match Agency
Move the Search ad groups to broad match to widen coverage of applicant queries.
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3Let Smart Bidding set the bids Google AI
The algorithm adjusts the bid on each query according to the probability of conversion.
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4Filter off-target traffic Agency
Read the search terms triggered and add account-level exclusions to rule out irrelevant queries.
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5Compare with the same month of the previous year Agency / Amity marketing
Track cost per admission, conversion rate and admissions volume year over year, given the seasonality of intakes.
The conversion reported to Google Ads (qualified lead, then admission). If only the raw lead is reported, Smart Bidding optimizes toward filled-in forms and cost per admission can rise without cost per lead showing it.
How your customers perceive this type of use
Sourced studiesLe pricing algorithmique est le terrain le plus inflammable : 68% des consommateurs disent se sentir leses quand les marques utilisent le pricing dynamique et 80% jugent plus dignes de confiance les marques aux prix constants (Gartner, 2024). L'equite percue varie selon le secteur : le pricing dynamique n'est juge juste que par 33% a 40% des repondants selon qu'il s'agit de concerts ou de cinemas (YouGov, 17 marches). Le prix personnalise par les donnees individuelles est le plus rejete : 47% des Americains s'y opposent fermement (Consumer Reports, 2024).
Acceptance conditions
- La constance des prix comme signal de confiance : 80% jugent plus fiables les marques aux prix stables (Gartner 2024)
- Le secteur conditionne l'equite percue : le pricing dynamique est mieux tolere pour les cinemas (40% le jugent juste) que pour les concerts (33%) (YouGov 2024)
Red lines
- Le pricing dynamique percu comme abus : 68% se sentent leses (Gartner 2024)
- Le prix individualise a partir des donnees personnelles : 47% d'opposition ferme (Consumer Reports 2024)
- Les frais caches et hausses imprevues, vecus par 79% des consommateurs sur un an et associes a la perte de confiance (Gartner 2024)
Sources: Gartner 2024 · YouGov 2024 · Consumer Reports 2024
How to replicate
Inference, not sourcedData prerequisites
- Lead tracking through to admission, matchable with Google clicks
- Enough conversion history for Smart Bidding to learn
- Consent Mode v2 and a legal basis for importing conversions in the EU
Org prerequisites
- Agreement between marketing and the admissions office on the definition of a qualified lead
- Regular review of search terms by the agency or the in-house team
Possible stack
- Google Ads Search in broad match + Smart Bidding, offline conversion import from the admissions CRM
The plan, step by step
- Step 1Report into Google Ads a conversion close to actual enrollment (qualified lead or admission imported from the CRM), including Consent Mode v2 in the EU.Deliverable: A reliable reference conversion action, usable by Smart Bidding.
- Step 2Move part of the Search campaigns to broad match with a Smart Bidding strategy on that conversion, keeping a control campaign in exact or phrase match.Deliverable: Broad match versus control test live.
- Step 3Read the search terms reports and build an account-level exclusion list.Deliverable: Shared exclusion list and regular review.
- Step 4Compare cost per admission, conversion rate and volume year over year before rolling out.Deliverable: Documented switch decision.
First step: Check that the admission (and not only the form) is reported as a conversion in Google Ads, then launch a broad match plus Smart Bidding test on a high-volume campaign.
The same pattern, proven in other industries
AAA Auto Club Enterprises
AI-driven search campaign that customizes ad text and reaches long queries beyond the purchased keywords
ADAC Autoversicherung
full-funnel paid campaign driven by AI (Performance Max) optimized for new customer acquisition
adidas
AI-driven audience prospecting and bidding (ARO) across the full funnel
Sources
- S1 How businesses are putting AI to work to drive results - Google Business (Inde) Interested party archive pending
- S2 UNIVO Education - Scaling Amity University's Online Degree Ecosystem Interested party archive pending
- S3 How businesses are putting AI to work to drive results - Google Ads Help Interested party archive pending
An error, newer info, a source?
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