Berlin International University
A private university in Berlin teaching in English. I ran programme-based search and social campaigns and the SEO content plan (2025–2026); separate account logic based on applicant behaviour in Germany and target countries.
Year by year, piece by piece.
Higher Education · Berlin, Germany
Programme-based campaign structure
Separate ad groups and landing pages per bachelor's/master's programme
Multi-country targeting
Budget and language split by applicant-pool country; Meta lead form + WhatsApp flows
SEO content plan
Programme- and city-focused content calendar; Search Console tracking
What made this hard
The university is based in Berlin but its applicant pool spans many countries. Cost per application for the same programme varies by multiples between markets; pooled into one campaign, the budget flows on its own to the cheapest country while the countries that actually matter stay quiet. Europe's consent and data rules narrow measurement further, so some conversions never appear in the account at all.
What I prioritised
I moved the country and programme split into the account architecture itself: each market carries its own budget, its own cost threshold and its own language assets, so a cheap market can't eat an expensive one's budget. I've described how I structure multi-country campaigns separately. The SEO content plan follows the same split, meeting each target country in its own search language.
