Camu Digital Campus, a global SaaS EdTech platform, required more effective paid campaigns to target decision-makers at universities and schools. By optimizing Google Ads frameworks and revamping LinkedIn targeting, creatives, and messaging, Redefine Web delivered higher lead quality, reduced cost per lead, and lasting digital growth.
Camu Digital Campus is a leading SaaS-based EdTech solution provider, offering a cloud-driven platform for both K-12 schools and higher education institutions. With a powerful all-in-one Learning Management System (LMS) and Student Information System (SIS), Camu helps institutions lead digital transformation journeys by unifying learning, assessment, and operations. As a technology-first company, Camu has continuously invested in cutting-edge functionality that boosts institutional efficiency globally. Despite its strong product-market fit, the EdTech space is highly competitive, with key competitors dominating search and visibility. While Camu had gained traction organically, its paid campaigns consistently lacked precision in engaging high-value institutional decision-makers, such as deans, administrators, and IT managers. This left gaps in lead generation, positioning, and scalability, creating an opportunity to overhaul their paid advertising strategy for stronger, long-term performance.
Before partnering with Redefine Web, Camu Digital Campus struggled with costly and inconsistent conversions, despite reasonable click-through rates on Google Ads. Rising competition in EdTech drove up bidding costs, while broad and poorly aligned audience targeting limited efficiency. Campaigns often failed to reach key decision-makers in academic institutions, weakening differentiation and ROI.
On LinkedIn, performance was also underwhelming. Ads generated impressions, but there was little engagement from senior profiles, such as deans or IT heads. The lack of persona-specific creatives reduced credibility and impact, while weak tracking and a lack of a scalable targeting approach prevented the effective use of the platform’s B2B potential.
Together, these issues led to high acquisition costs, missed growth opportunities, and limited visibility in a competitive industry where trust and innovation are critical.
Redefine Web restructured Camu’s advertising into a performance-driven system, focusing on precise targeting, efficiency, and creativity. Google Ads were divided into branded, competitor, and high-intent keyword campaigns, supported by Performance Max setups to drive reach and conversions. Strategic keyword research and AI-driven bid adjustments ensured top placement at optimal cost. Geo-targeting maximized efficiency in markets with the most EdTech adoption. On LinkedIn, we built persona-specific audience clusters targeting high-value university and school leadership. To increase engagement, we refreshed ad creatives using success stories, product demos, and compelling video ads. Retargeting strategies re-engaged previously interested prospects, and A/B testing across formats (carousel, in-mail, video) identified the best-performing pathways to conversions.
Key steps included:
By combining creative campaign structuring with engaging ad formats and smarter targeting, Redefine Web helped Camu Digital Campus strengthen its paid marketing pipeline. The result was decreased acquisition costs, higher-quality leads from decision-makers, increased engagement on LinkedIn, and a future-ready framework to scale leads in the competitive EdTech landscape.
Kyle Vine
Brandon Smith
Benjamin Sänger
Myles Scolnick
Peter Dolenc
Francis Strutt
