Case study
British Council
The goal
The British Council is the UK’s international organization for cultural relations and educational opportunities, trusted globally. IELTS, is a flagship exam, widely accepted for immigration and academic purposes in Canada by IRCC, Immigration Québec, and over 900 organizations. To drive digital registrations, the British Council partnered with Microsoft Advertising and Aleph to promote IELTS in Canada and reach new audiences beyond traditional media.
The solution
Through close collaboration with the British Council’s agency, Universal McCann, and Aleph, the team launched a 12 -month Search campaign. Microsoft Advertising’s extensive audience network enabled precise targeting of IELTS seekers across Canadian cities.
The campaign leveraged advanced audience segmentation, conversion optimization, and refined keyword strategies with bid adjustments by device, location, and demographics.
“A diverse audience calls for an equally dynamic media mix. Being present across different ecosystems isn’t optional, it’s what drives real growth. When you embrace that diversity, you reach new audiences, expand touchpoints, and optimize performance.
That’s why we brought Microsoft Advertising into the mix to expand our presence, unlock incremental reach, and truly move the business forward.”
— Juana González, Senior Marketing Manager Exams Canada, British Council
The results
Microsoft Advertising proved to be a strategic channel for driving exam registrations, delivering record-breaking efficiency and growth:
- 55% reduction in acquisition costs in H1 2025 vs. H2 2024
- 110% increase in gross revenue
- Achieved a 26% conversion rate — the highest among all digital platforms
- 105X ROAS driven by targeted audience segmentation and keyword optimization
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