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Case Study: Lead Generation for L1 Coaching

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Case Study: Lead Generation for L1 Coaching

Campaign Goals

  • Reach: Connect with students and parents across India preparing for competitive exams.
  • Conversion: Drive leads (form submissions) through cost-effective campaigns.
  • Optimization: Achieve the lowest cost per lead (CPL) while maintaining lead quality.

Performance Summary

Google Ads (Feb 26 – Mar 27, 2025)

MetricValue
Clicks8,260
Impressions474,000
Conversions (Leads)1,440
Total Spend₹14,900
Avg. CPC₹1.80
Conversion Rate17.4%
Cost Per Lead (CPL)

₹10.35

 

Highlights:

  • Extremely efficient conversion performance with high CTR and conversion rate.
  • Spikes in performance were noticed in the final week, possibly driven by urgency campaigns or enrollment deadlines.

Meta Ads (Feb 1 – Mar 31, 2025)

CampaignLeadsImpressionsCost per LeadSpend
Scholarship Ad1956,483₹139.29₹2,646.48
NEET64123,410₹76.38₹4,888.13
JEE132423,860₹94.77₹12,509.78
CUET218460,630₹43.79₹9,545.70
Total4331,064,383₹68.34₹29,590.09


Highlights:

  • The CUET campaign delivered the best CPL at ₹43.79.
  • High reach and impression volume established strong brand visibility.
  • Scholarship campaign underperformed in CPL and volume, indicating a need for creative or targeting refinement.

Combined Results

MetricGoogle AdsMeta AdsTotal
Leads/Conversions1,4404331,873
Total Spend₹14,900₹29,590.09₹44,490.09
Avg. Cost/Lead (CPL)₹10.35₹68.34₹23.75

Key Insights

  • Google Ads was the top performer in efficiency, delivering 1,440 conversions at a low CPL.
  • Meta Ads was critical for broader reach and engagement, particularly excelling in CUET lead generation.
  • Budget optimization and better segmentation helped maintain a strong average CPL across platforms.

What Worked

  • Niche-Specific Targeting: Segmenting NEET, JEE, and CUET audiences led to sharper ad relevance.
  • Landing Page Alignment: Consistent messaging and CTAs improved conversion rates.
  • Retargeting on Meta: Helped re-engage warm audiences who had clicked but not converted earlier.

Challenges:

  • The Scholarship Ad Set underperformed on Meta, with a high CPL.
  • Meta Ads, while delivering reach, showed higher variability in cost-efficiency compared to Google.
  • Some mid-campaign fluctuations suggested opportunities for dayparting or frequency capping.

Recommendations

  • Increase budget on Google Ads and high-performing Meta ad sets like CUET.
  • Test new creatives for Scholarship ads with improved urgency and value proposition.
  • Leverage Lookalike Audiences and remarketing on both platforms for improved ROI.
  • Explore video ad formats for more engaging storytelling on Meta.

Conclusion

The multi-platform campaign for L1 Coaching successfully delivered 1,873 qualified leads across a two-month period, at a blended cost per lead of ₹23.75. With Google Ads driving cost-efficient volume and Meta Ads delivering extended reach and audience segmentation, L1 Coaching is now better positioned to scale its student enrollment campaigns with clarity and confidence.

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