EdTech Startup
EdTech — Performance Marketing
Key Results
Google Ads ROAS
4.8x
Cost Per Lead
Dropped from ₹850 to ₹295
Monthly Leads
800+ qualified leads
Meta Ads CTR
3.2% (industry avg 0.9%)
Conversion Rate
12.4% on landing pages
Remarketing Revenue
28% of total conversions
Ad Spend Saved
₹1.8L/month from waste removal
Overall Revenue
+210% in 90 days
The Challenge
High cost per lead from poorly structured Google Ads campaigns, no conversion tracking, generic ad copy with low click-through rates, wasted budget on broad match keywords, no remarketing or retargeting funnels in place
What We Did
- Restructured Google Ads account and eliminated ₹1.8L/month in wasted spend
- Created 15 themed ad groups with 60+ ad variations tested weekly
- Set up proper conversion tracking and attribution across platforms
- Built Meta custom audiences and 1-2% lookalikes from best leads
- Designed and A/B tested 3 high-converting landing pages
- Implemented dynamic remarketing recovering 28% of lost visitors
- Optimized bidding strategy from manual CPC to Target CPA
Our Strategy
Restructured Google Ads account with proper campaign hierarchy and keyword match types
Set up conversion tracking with Google Tag Manager for accurate lead attribution
Created targeted Meta Ads campaigns with custom and lookalike audiences
Built a remarketing funnel for website visitors who did not convert
Designed landing pages optimized for lead capture with clear CTAs
Execution
Audited existing Google Ads account and paused 40% of wasteful keywords
Created 15 tightly themed ad groups with specific keyword clusters
Wrote 60+ ad variations and ran weekly A/B tests on headlines and descriptions
Set up Google Tag Manager with conversion tracking for form submissions and calls
Built custom audiences from website visitors, email lists, and video viewers on Meta
Created lookalike audiences at 1% and 2% from highest-value leads
Designed 3 dedicated landing pages with A/B tested headlines and CTAs
Implemented dynamic remarketing showing courses users had viewed
Results
Google Ads ROAS
4.8x
Cost Per Lead
Dropped from ₹850 to ₹295
Monthly Leads
800+ qualified leads
Meta Ads CTR
3.2% (industry avg 0.9%)
Conversion Rate
12.4% on landing pages
Remarketing Revenue
28% of total conversions
Ad Spend Saved
₹1.8L/month from waste removal
Overall Revenue
+210% in 90 days
Key Takeaway
Proper campaign structure, conversion tracking, and audience targeting turn wasteful ad spend into predictable lead generation
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