Background:

Niche: Education Counselling 

Adspend:  1000$ / month

Challenges:

Very niched audience with a lot of competition.

What have we done?

We launched a simple campaign with lead objective. We used the lead form of meta to gather the leads but unfortunately the quality was not that great as the ads were getting delivered to tier 3 cities where the leads couldn't afford the fee.

We then refined the location to only tier 1 cities as we were pan India before and started collecting the leads on website. The problem was the cost per lead was getting higher even if we were able to generate a better quality leads. We also tested a DM campaign alongside where the cost was also down and the quality was the same as our website.

We reallocated the budget to DM campaigns of the website and received a huge smile from the client within a week.

To improve our cost per lead we introduced a video of teenage girl speaking about the brand and it worked in our favour.

What we achieved:

The cost per lead came down to $0.58 from approx $5 alongwith improving the quality of leads.

What we are looking forward to:

This is once in a year offering so we started promoting the English training program after that and stay tuned for the next case study of this program.

Conclusion:

Quality of leads is much more important than quantity of leads. Many of the ad specialist only focuses on numbers not on quality.