SimpliDistance
SimpliDistance Scales MBA Enrollments With High-Intent Search Advertising
Situation
SimpliDistance is one of India's fastest-growing portals for distance and online MBA admissions, connecting students with universities across India. Despite strong brand recognition, their paid search activity was fragmented and not driving consistent, high-intent lead volume. MagicWorks was brought in to overhaul their Google Ads strategy and build a performance engine capable of generating leads at scale.
Intervention
MagicWorks restructured SimpliDistance's Google Ads campaigns from the ground up, focusing on high-intent keywords across MBA, distance education, and university-specific queries. We built tightly themed ad groups, wrote conversion-focused ad copy, and implemented a continuous optimisation loop. Alongside paid search, we deployed a chatbot lead capture layer to recover intent signals from users who did not convert via the main form, adding a second pipeline of qualified enquiries.
Result
Over 16 months, the campaign generated 50,000+ qualified leads across two channels: 40,100+ conversions directly from Google Ads forms (849K clicks, cost per conversion Rs 495) and over 10,000 additional leads captured via the integrated chatbot. Total ad spend of Rs 19.8M was managed with disciplined cost-per-lead targets, delivering one of the strongest lead volumes in the distance MBA segment.
Total qualified leads
Leads via Google Ads forms
Leads via chatbot
Cost per conversion
Google Ads campaign overview — 849K clicks, 40,100+ conversions, Rs 495 cost per lead (16-month period)