EdTech / Lead Gen

Cutting Lead Costs
By 30% By Targeting
Parents.

How we helped a premier coaching institute generate 854 quality inquiries using a "Decision-Maker-First" strategy on Meta Ads.

Total Volume 854 Qualified Leads Generated
Cost Efficiency ₹57.34 Cost Per Lead (Audited)
Total Spend ₹48.9k Ad Spend (Nov - Jan)
01

The Problem

Burning budget on high-intent, low-purchasing power students.

In the competitive EdTech landscape, acquisition costs were skyrocketing. The client was burning budget on students (18-24) who had high intent but zero purchasing power.

Previous Outcome: High volume of forms, but low phone pickup rate.

EdTech Analytics
Exhibit A: Campaign Performance Overview
02

The Pivot

Shifting to the Financial Decision Makers.

We shifted the entire targeting strategy to focus on the Financial Decision Makers (Parents aged 35-55+).

  • 01 Demographic Shift: Targeting 45-54 age group (Parents) proved most effective, driving 72% of total results.
  • 02 Platform Logic: Facebook placements delivered the highest volume of results at the lowest CPL.
Demographics

Demographics

Parents (Men 45-54) accounted for 72% of leads.

Platform

Platform Split

Facebook significantly outperformed other placements.

03

The Proof

Audited CRM data ensures real ROI.

We don't just trust the Ads Manager. We audited the CRM data to ensure the leads were real and qualified.

Total Leads 854
Cost per Lead ₹57.34
Ad Spend ₹48,965
Campaign Period Nov 5 - Jan 31
04

Project FAQ

While students have high intent, parents are the financial decision-makers. By targeting the 45-54 age group, we ensured that the leads generated had the purchasing power to complete high-value enrollments, reducing wasted sales effort.
We used high-trust creative assets—student testimonials and teacher introductions—which drove a high Click-Through Rate (CTR). Higher relevance scores from Meta allowed us to win auctions at a lower cost than the industry average.
We implemented full server-side tracking (CAPI) to capture every lead even with ad-blockers. This data was fed back into the campaign to optimize for "Parent Profiles" most likely to fill out the enrollment form.

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