National UniversityRebuilding Touro's paid search into a performance engine
RGI restructured Touro University's paid search around enrollment intent — and delivered +200% leads, +290% applications, and +390% enrollments on the same budget.
The results, in short
Increase in leads (RFIs), year over year
Increase in applications, year over year
Increase in enrollments, year over year
01The challenge
Touro's digital marketing was underperforming relative to the institution's size and reputation. Campaigns were built around awareness, not measurable enrollment outcomes.
Awareness over performance
Existing campaigns chased impressions and reach instead of qualified leads and enrollments.
No standardized reporting
There were no consistent dashboards to see what was working across programs and platforms.
No ongoing optimization
Without regular performance analysis, budget was being spent inefficiently across campaigns.
02Our approach
RGI ran a full-scale restructuring of Touro's paid search. We audited the existing account, kept what was salvageable, and rebuilt the architecture around performance.
Paid search restructuring
Rebuilt campaign architecture around program-level targeting and enrollment intent.
Responsive search ads
Maximized relevance with dynamic headline and description combinations.
High-converting creative
Built and optimized ad creative specifically for lead generation.
Ad copy optimization
Wrote and A/B tested messaging aligned to prospective-student pain points.
Ad extensions
Used sitelinks, callouts, and structured snippets to lift click-through rate.
Segmentation
Organized campaigns by program, audience, and funnel stage for precise budget control.
Conversion tracking
Implemented value-track parameters for end-to-end attribution from click to enrollment.
Negative keywords
Built robust negative-keyword lists to eliminate wasted spend on irrelevant queries.
03The results
Within the first year, Touro saw transformative results across every key metric — all on a similar budget.
That 390% lift came not from spending more on ads, but from restructuring how every dollar was spent.
Tell us your enrollment goals.
Tell us where growth has stalled. We'll show you where the enrollment is — and the fastest way to get it.