Case Study: Cranfield University centralises paid search and improves student recruitment with Aira

Cranfield University streamlines 55 campaigns to 27 with Aira

Cranfield University, the UK's only specialist postgraduate university in technology and management, faced a fragmented approach to its paid search activity. With individual faculties using different external agencies, the university struggled with inconsistent data, limited visibility, and inefficiencies as it aimed to centralize its marketing model.

Aira implemented a unified paid search strategy and budget across all faculties. By consolidating campaigns, aligning spend with priority courses and international seasonality, and integrating analytics, Aira provided centralized oversight. This allowed Cranfield to streamline campaigns from 55 to 27 priority targets, optimize for 47 locations, and make more strategic, data-driven decisions for student recruitment.

Cranfield University