University of Prince Edward Island

Background

The University of Prince Edward Island (UPEI) is a Canadian university offering undergraduate and graduate degrees. This work was for its Cairo campus, where AlCaz Media first ran student acquisition and was brought back for the 2026 intake.

Brief and scope

The university needed to acquire new students online and improve its CRM process. Through an RFP it chose AlCaz Media, a PPC agency in Dubai with education experience, to build the acquisition strategy, run paid media, advise on CRM and sales process management, and make sure performance was tracked properly. For the 2026 intake the brief covered undergraduate and postgraduate (MBA) programs.

Deliverables

We started with a deep review that found 50 optimization opportunities. Then we ran a media plan across six platforms, designed the creatives, audited the CRM lead process and set up the tracking and automation behind it. From June 2026 we ran the new intake on Meta and Google with always-on, open house, open week and MBA campaigns.

Key outcomes from our partnership with UPEI:

• Strategy: We delivered recommendations and an optimization roadmap covering 50 opportunities.
• Paid media: We ran campaigns across Google Search, Performance Max, retargeting, Facebook, TikTok and Snapchat, with Meta handled by our Facebook ads agency team.
• Creative: We designed banner and video creatives for each platform.
• CRM: We audited the lead process and set up automation, including round robin and automatic sales assignment.
• Tracking: We implemented advanced conversion tagging on landing pages and registration forms, the groundwork of conversion rate optimization in Dubai.
• Measurement: We advised on CPA and lifetime value calculations.
• 2026 intake: We ran Meta and Google campaigns for undergraduate programs, open houses, open week and the MBA.

Results

The first program generated 6,943 paid leads with a 20% qualified lead conversion rate. Return on ad spend reached 5X in the first year and 20X over the lifetime of the program. For the 2026 intake, Meta and Google brought in 5,209 leads, which turned into 17 applications, 3 deposits and 17 registrations across undergraduate and postgraduate programs. Read the 12-Week MBA case study for executive education, or see more of our university marketing.