In January–February 2025, the MIM:AGENCY team provided comprehensive marketing support for Lviv Polytechnic National University. The campaign aimed to drive targeted traffic to the Optima and Peers Int. platforms, increase brand awareness, and encourage enrollment. The primary promotion channels included Google Ads, using both search campaigns and the multi-channel Performance Max format.

Implementation Approach

The work was carried out in several directions:

  1. Market analysis. The competitive landscape, demand structure, and potential advertising budgets for each project were studied.
  1. Advertising toolkit preparation
  • A semantic core was collected based on relevant queries;
  • Integration between Google Ads and Google Analytics accounts was configured;
  • Goals, tracking systems, and optimization scenarios were set up.
  1. Campaign development
  • Accounts were structured;
  • Automated bidding strategies were configured;
  • Audiences were created (based on interests, search topics, and custom segments);
  • Relevant platforms (websites and mobile apps) were selected for ad placement.
  1. Creative development

Advertising copy was written, graphic materials selected, and ad extensions connected.

  1. Real-time optimization
  • Campaign performance was continuously monitored;
  • Budgets and bidding strategies were adjusted based on performance data.

Key Results Interpretation

  • High engagement. The CTR indicators for both campaigns exceeded the national average for educational projects in Google Ads (typically 1.9–2.5%), indicating effective targeting and well-crafted creatives.
  • Competitive cost-per-click. The average CPC ranged between 3.84-4.06 UAH, which is economically justified for higher education institutions, particularly considering the high quality of traffic.
  • Audience balance. The Peers Int. project showed a higher number of interactions (likely due to more visually appealing creatives) but fewer website clicks compared to Optima. This suggests a need for further A/B testing of ad messaging and calls to action (CTA).
  • Effective media planning. The use of Performance Max multi-channel campaigns made it possible to reach audiences through search, display networks, Gmail, and video ads.

Creative Examples for Performance Max Campaigns

Creative Examples for Performance Max Campaigns

Conclusions

The marketing campaign for January-February 2025 demonstrated high effectiveness within a moderate budget. With more than 60,000 impressions, over 7,500 user interactions, and nearly 2,830 website visits, the results indicate well-configured targeting and the relevance of the creatives.

The average cost per click was 3.94 UAH, which is competitive for the education sector, while the high CTR confirms strong audience engagement. Overall, the campaign successfully achieved its main objective – attracting the attention of potential students and generating targeted traffic to the Optima and Peers International educational platforms.

These results support the rationale for continued investment in contextual advertising using a similar planning and optimization approach.