How EuroSchool Increased Its Qualified Lead Rate by 194% Using ECL With Performance Max
Impact
- 194%
- Increase in Qualified Lead Rate
- 60%
- Decrease in Cost per Qualified Lead
About EuroSchool
EuroSchool is a premier K-12 school network across India, with 22 schools, 32K+ students, and 1,800 educators. The team was focused on scaling student enrollments while maintaining the quality of its admissions pipeline.
Challenge: Scaling lead volume without losing lead quality
EuroSchool needed to scale student enrollments, but its campaigns were optimized solely for upper-funnel web form fills. When the team attempted to scale budgets on Performance Max, lead volume increased but quality dropped. Google's algorithm had no visibility into offline CRM outcomes, so it couldn't distinguish between casual browsers and high-intent parents. The result was inefficient ad spend and an admissions team burdened with sorting signal from noise.
Solution: Closing the loop with Enhanced Conversions for Leads
To bridge the gap between digital leads and actual school admissions, Euroschool partnered with the teams at Pixis and Google. They implemented Enhanced Conversions for Leads (ECL) as a solution. By feeding offline CRM data back into Google Ads, the team shifted campaign optimization away from raw form fills and toward lower-funnel "Qualified Leads"- parents actively scheduling campus visits.
This first-party data layer allowed Performance Max's Smart Bidding to find and convert high-intent parents across Google's entire network, rather than optimizing blind. Pixis led campaign execution and monitoring, building a closed-loop framework to deploy this optimization consistently across the account.
Over the past year, PMax has transformed our acquisition strategy. By leveraging offline conversion signals, we improved lead quality, reduced CPQL, and scaled enrolments efficiently.
Outcomes: Higher lead quality, lower cost, at greater scale
Comparing the pre-implementation period (Feb–Mar '25) to the post-ECL period (Feb–Mar '26), EuroSchool scaled its account while dramatically increasing lead quality. Overall spend scaled 2.43x, driving a 116% increase in impressions and roughly doubling total CRM leads, alongside a 2x increase in overall conversions on Google.
The Qualified Lead Rate rose 194%, from 4.55% to 13.37%, resulting in a 7.68x increase in absolute qualified leads. Despite a modest 16% rise in raw CPL, the shift to lower-funnel optimization delivered a 60% reduction in Cost per Qualified Lead.
The results gave the team confidence to continue scaling Performance Max with Enhanced Conversions as a core part of their acquisition strategy going forward.
