MasterCAS

MasterCAS (formerly Libereka) is the world's first FREE Common Application system for international Masters programs — students apply to eligible universities for free and earn a $1,000 cash reward when they join the program.

Objective

Optimise campaign delivery to reduce the overall CPA by at least 20% while generating verified candidate profiles for MasterCAS's digital events.

The challenge

• Generating verified, high-quality candidate profiles at scale
• Reducing overall CPA by a minimum of 20%
• Reaching the right students across interests, behaviour and location
• Driving engagement for a digital events delivery model

Meta performance marketing framework

• Audience targeting by interest, behaviour, demographics and location
• Programme-specific targeting (e.g. Study Business in the USA)
• Multiple ad sets per audience to maximise win rate
• Engaging ad copy highlighting free applications and the $1,000 reward
• A/B testing of ad formats — image vs video
• Placement testing across Instagram Stories, Facebook Feed and Messenger

Results

• 8,000+ verified student applications generated
• Overall CPA reduced by 34.8% — comfortably beating the 20% target
• Average CPA of under £3 per application
• Verified profiles delivered for the digital events product

What made it work

• Granular audience targeting by programme and geography
• Benefit-led ad copy (free applications + $1,000 reward)
• Rigorous A/B testing of formats and placements
• Multiple ad sets to widen the winning surface
• Relentless focus on lowering CPA

Key insight

By combining precise targeting with disciplined creative and placement testing, we beat the CPA target by a wide margin while delivering thousands of verified, high-intent applications. Lower cost, higher quality — performance marketing done right.