Search excellence for Swiss Education Group

Search excellence for Swiss Education Group through multi-faceted approach combining customer-centricity with innovative tactics such as automation and scripting. 


In our pursuit of continuous improvement of their search campaigns, we face two challenges:  

1. The Swiss Education Group consists of five different schools, all with individual brand identities that need to be respected. While Swiss Education Group communicates as a unified brand, the admissions are processed at the individual schools. 

2. The process of subscribing students takes place in 49 countries, ranked into a hierarchy of importance and the selection of countries can alter during the year. 

These challenges imply that Swiss Education Group requires a refined and elaborate account and campaign structure which makes set-up and optimization complex. In order to keep the media budget balanced and continuously optimize campaigns, we need to manage the enrollment process in the smartest way possible.  





We use a multi-faceted approach to improve performance with a new account and campaign structure.

To strengthen this solid structure, we implemented an automation strategy to match the goals we want to achieve. Furthermore, keyword management and optimization were performed to allow performance optimization at its most granular level.

By implementing automation, we did not only achieve a better relevance throughout the campaigns but also succeeded in optimizing the project in terms of management. We can now focus on strategic improvements of the accounts rather than constantly manually optimizing a multitude of campaigns. 

In order to keep track of performance and gain real-time insights without the need of manual analysis, a Google Data Studio Dashboard was created that shows insights on performance cross-accounts, cross-network and provides detailed reporting on both region and country-levels. 

Within our efforts to align business and marketing goals as closely as possible, we made the connection between Salesforce and Google Ads to provide us with first-rate signals to further allow us to improve on performance. 



An increase in subscriptions of 240% year over year across Google networks was achieved. Throughout all Google networks the cost per conversions decreased by 64.6%. For Search specifically an increase of 85.8% in conversions was established. Due to the improved structure and smart bidding strategies, the Search Impression Share across accounts increased by 145.73% year over year.


With these results we are achieving the main digital goal of Swiss Education Group: increasing their online lead generation in a cost-efficient way. 


“We jointly succeeded in combining a solid strategy, profound optimizations and innovative automation opportunities into a tailored approach, helping us to gain new insights in our business on an international level.”

Patricia Iinuma
Executive Director of Marketing & Communication



Google Premier Awards

With this case, The Reference is one of the 25 worldwide finalists for the Google Premier Awards 2019 and the only Belgian finalist, in the category Search Excellence. This nomination is a distinguished agency recognition for the best use of Google Search Ads in a campaign. On October 1st the winners will be announced in Dublin during the Google Premier Partner awards. Check out all the finalists here.

Interested in knowing more about our other Google partnerships?

Discover them here


Swiss Education Group (SEG) is one of the most esteemed global providers of hospitality management courses and programs. A Swiss alliance of 5 schools spread over 7 campuses attracting students from across the entire globe and upholding the highest standards in training of future professionals. 

Their track record and according figures and numbers are most impressive and demonstrate their quality standards:

• 89% of alumni hold management positions or started their own company only 5 years after graduating

• 96% of alumni in the hospitality sector hold positions in luxury hotels

• the school is home to 111 different nationalities and 6.000 students

• 91% of students agree they feel they are part of a student community committed to learning

• over 94% of students are highly satisfied with student support services

SEG main building
Tools used
It's more than digital, it's your business
The Reference is nothing without its customers. Carglass is the car window repair and replacement specialist for whom we've built a fully responsive Sitecore website. Read more about this client.