Enrollmate
Enrollmate helps international students win places at UK universities, application support, student-finance guidance and interview prep. The agency earned commission on every enrollment but relied entirely on word-of-mouth inside the Romanian community. The goal was to turn that reputation into a paid-media engine that fills three intakes a year.
A trusted name in one community, no paid engine behind it.
Founder Mihai Flueraru had built Enrollmate's reputation the slow way, guiding Romanian students through UK university applications, student finance and interviews, and earning £2,000 in commission from the university for every successful enrollment. The pipeline worked, but it lived entirely on referrals.
Enrollmate came to Fluid DM to make that growth predictable. The brief was specific: build a profitable lead system that fills the January, June and October intakes on demand, and qualifies hard for English-speaking, settled-status applicants with genuine education intent, not visa-seekers.
The whole campaign turned on one decision: stop chasing every nationality and commit fully to the community that already trusted Mihai.
Strong referrals, but the ads weren't qualifying.
Enrollmate had real demand inside the Romanian community, yet its early paid campaigns pulled in the wrong people and stalled the moment creative went stale.
A failed multi-national strategy
Campaigns targeting Nigerian, Pakistani, Bangladeshi and Portuguese audiences generated leads chasing visa sponsorship, not a UK education.
A performance-dip crisis
By March 2025, monthly volume had slumped to 94 leads as ad fatigue set in and engagement fell, threatening the whole programme.
A demanding lead spec
Every lead had to clear conversational English, EU settled or pre-settled status, ages 21–47, and real education intent, across three intakes a year.
Narrow the audience, then remove every point of friction.
Two moves carried the campaign: a hard pivot to a Romanian-only focus in December, and a course-led breakthrough on cybersecurity in August.
Romanian-only focus
Lean into Mihai's reputation- Abandoned the multi-national approach entirely
- Romanian-language ads, shared language for faster rapport
- Hyper-local: London, Birmingham, Manchester, Leeds
- Lead quality improved sharply, pipeline stabilised
Direct-to-Typeform
Cut the landing page out- Landing page was adding friction and drop-offs
- Ads now point straight to a short Typeform
- Three questions: degree status, course interest, WhatsApp
- Conversion rate jumped, qualification got faster
Course-specific targeting
Cybersecurity led the demand- Cybersecurity courses drove the highest interest and conversion
- Built a dedicated cybersecurity landing page
- Launched Google Search & PMax for the course
- 15 students accepted in August, record September pipeline
Multi-platform integration
Meta, Google, YouTube, WhatsApp- Meta: primary lead gen, Romanian language, ages 21–47
- Google Search: high-intent Romanian university queries
- YouTube: awareness and a pre-framing layer
- WhatsApp: automated follow-up, the preferred channel
Targeting approach
Primary persona
- Ages 21–47, settled / pre-settled status
- Conversational English, real education intent
- Seeking career advancement through study
- Reached in Romanian, in their own community
Geographic focus
- London, the core market
- Birmingham, Manchester, Leeds
- Concentrated Romanian populations
- Romanian-language ad settings throughout
Intent signals
- Romanian university & course search terms
- Degree status captured up front
- Course interest, with cybersecurity leading
- WhatsApp contact preference flagged
Creative that spoke the language, literally.
Meta carried Mihai's own voice to the Romanian community; Google caught the high-intent searches. Both pushed WhatsApp as the way to talk.
Meta Ads, Top Performing Creatives
Video of Mihai addressing the community directly, student success stories, and clear education value props drove the strongest engagement.
Google Ads, Search Campaign Examples
Romanian-language search campaigns on university queries delivered the highest-quality leads. Search consistently outperformed Performance Max for this use case.
Creative strategy
Meta ads leaned on Mihai's authentic presence in the community, with video built to feel like a message from someone you already trust. Google ads chased high-intent Romanian search terms. On both platforms, WhatsApp was the call to action, and 68% of leads chose it as their preferred way to be contacted.
The four moves that moved the numbers.
Every gain traced back to a specific problem solved, from who we targeted to where the form lived to how we followed up.
The Romanian pivot
Direct-to-Typeform
Cybersecurity focus
WhatsApp automation
December 2024 – September 2025, by the numbers.
Ten months of disciplined spend turned 1,508 qualified leads into 52 enrolled students, and a profitable, repeatable engine.
Unit economics, per enrolled student
Return on investment · 10 months
Performance by platform
Google Ads
Monthly lead volume
Three intakes, each one bigger than the last.
Leads are the input; enrollments are the proof. The pipeline compounded across the year and peaked with a record October intake.
January 2025 · 6 students
From the Dec–Jan campaigns. Proof the Romanian-only pivot could convert, not just collect leads.
June 2025 · 6 students
Fed by the Feb–May pipeline. Momentum held through the March dip and the direct-to-form rebuild.
October 2025 · 40 students
The crowning intake, worth £88,000, built on the July–September multi-platform surge.
From referral-dependent to a predictable growth engine.
The December pivot to a Romanian-only focus, the nerve to strip out the landing page mid-crisis, and the move to launch Google when Meta needed support, together they turned 1,508 leads into 52 enrolled students at £808 each, generating £2,769 in revenue per student. Not just lead generation: a profitable system Enrollmate can run on demand.
More success stories.
The numbers behind the campaigns. Pipeline generated, deals closed, revenue moved.
362 → 768 → 1,150 booked calls a month, year-round.
Five summits sold out on £20K of ad spend.
Word-of-mouth business turned into a paid pipeline.
£102k profit in 10 months at 3.43x ROAS.
ARR doubled, demos tripled.
Stop hoping for leads.
Start building the system.
We specialise in helping businesses generate more leads and sales through online advertising campaigns. A 30-minute strategy call, no pitch, just a clear path to qualified calls every week.
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