About the Client
To drive qualified student leads for L1 Coaching through targeted digital advertising, enabling scalable growth in enrollments.
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.
Google Ads (Feb 26 – Mar 27, 2025)
| Metric | Value |
|---|---|
| Clicks | 8,260 |
| Impressions | 4,74,000 |
| Conversions (Leads) | 1,440 |
| Total Spend | ₹14,900 |
| Avg. CPC | ₹1.80 |
| Conversion Rate | 17.4% |
| 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)
| Campaign | Leads | Impressions | Cost per Lead | Spend |
|---|---|---|---|---|
| Scholarship Ad | 19 | 56,483 | ₹139.29 | ₹2,646.48 |
| NEET | 64 | 123,410 | ₹76.38 | ₹4,888.13 |
| JEE | 132 | 423,860 | ₹94.77 | ₹12,509.78 |
| CUET | 218 | 460,630 | ₹43.79 | ₹9,545.70 |
| Total | 433 | 1,064,383 | ₹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
| Metric | Google Ads | Meta Ads | Total |
|---|---|---|---|
| Leads / Conversions | 1,440 | 433 | 1,873 |
| Total Spend | ₹14,900 | ₹29,590.09 | ₹44,490.09 |
| Avg. Cost / Lead (CPL) | ₹10.35 | ₹68.34 | ₹23.75 |
Key Insights
What Worked
Challenges:
Recommendations
- 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.
- 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.
- 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.
- 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
Project Details
L1 Coaching
#
Lead Generation