Brother is an international advertising creativity school with campuses in several countries; we work with Barcelona and Valencia. When we arrived, digital acquisition was still to be built: one-off campaigns, without a continuous strategy behind them, optimized to clicks instead of leads and with no measurement to lean on.
The challenge was very concrete: filling the enrolments of every intake.
PHASE 01 — SCAN
Strategic diagnosis and hypothesis formulation
We were starting from a blank page —no history or previous measurement—, the opportunity to build the system right from day one. The levers we defined:
- Build end-to-end measurement before investing: without reliable signal there is no optimization.
- Move from optimizing to clicks to optimizing to leads — and then to lead quality.
- Constant creative rotation as a performance requirement, not an extra.
- Support the client on the sales process and lead follow-up in the CRM, where the enrolment is actually decided.
PHASE 02 — BUILD & RUN
Execution and channel activation
We built the complete acquisition system:
- Full set-up — Business Manager and access, GTM + GA4 on both campuses’ websites and well-defined conversion events.
- Meta Ads as the main channel — structured by campus and course, with the calendar aligned to enrolment windows.
- Lead quality — qualification in the forms and growing weight on web campaigns to improve quality, not just volume.
- Audiences — exclusion of current students and alumni, and lookalikes built on first-party data.
- Creative — a creative production guide for the client’s in-house team, feeding constant rotation.
- Continuous optimization and follow-up, with a recurring status with the school’s team.
PHASE 03 — RESULTS
Results and hypothesis validation
With the system running, intakes could lean on stable acquisition:
- Sustained lead volume throughout the enrolment windows.
- Stable CPL across the course of the year.
- Progressive lead-quality improvement as measurement and qualification tightened.
SUMMARY
Executive Summary
Bravante built Brother Barcelona and Valencia’s digital acquisition system from scratch: end-to-end measurement, Meta Ads structured by campus, course and intake, lead qualification and a creative operation with constant rotation. The result: sustained acquisition in every enrolment window, with stable CPL and rising lead quality — and a school with a stable system to plan every intake on.