Performance marketing case study · EdTech
₹1.05 Crore in revenue from ₹3.12 Lakh in ad spend. In four months flat.
An EdTech brand came to us with plenty of leads and not enough revenue to show for them. Here’s the funnel rebuild, the creative testing, and the budget discipline that turned ₹3.12L of spend into a 33.6X return without touching the ad budget’s ceiling for the first two months.
The Brief
More enquiries isn't the goal. More revenue is.
The client operates in the EdTech space, helping learners find career, academic, and skill-development programs. The advertising account was already generating enquiries the real ask was a structured acquisition system that could tell a high-intent prospect from a curious click, and scale spend around the difference.
Services in scope: performance marketing, paid campaign management, funnel optimisation, audience analysis, creative testing, and conversion tracking.
What we were solving for
- Lead volume was healthy — lead quality wasn’t
- Low-intent enquiries were eating into sales bandwidth
- Ad messaging wasn’t matched to where a prospect stood in the funnel
- Budget was spread evenly instead of following what actually converted
- No repeatable system for scaling spend without scaling waste
What we set out to achieve
Increase qualified leads
Targeting shifted toward users likely to take real action, not the audience with the cheapest click.
Improve conversion performance
Messaging and landing journeys were rebuilt around actual buyer intent at each funnel stage.
Scale spend profitably
Budget increases followed performance data never distributed evenly out of habit.
Build a predictable engine
Research, testing, and optimisation were wired into one repeatable acquisition system.
Our Performance Marketing Strategy
Step 1: Audience Research
The client operates in the EdTech space, helping learners find career, academic, and skill-development programs. The advertising account was already generating enquiries the real ask was a structured acquisition system that could tell a high-intent prospect from a curious click, and scale spend around the difference.
Services in scope: performance marketing, paid campaign management, funnel optimisation, audience analysis, creative testing, and conversion tracking.
Step 2: Funnel-Based Campaign Structure
The campaigns used different messaging for different stages of the decision process.
At the awareness stage, creatives addressed relevant problems and educational needs.
For users already showing interest, campaigns provided stronger information, proof, and retargeting messages.
Conversion-focused campaigns targeted users closer to taking action through relevant offers and clear calls to action.
Step 3: Creative Testing
Paid advertising performance depends heavily on the relationship between audience intent and creative messaging.
Multiple creative approaches were tested, including:
- Video advertisements
- Static creatives
- Problem-solution messaging
- Offer-focused advertisements
- Trust and proof-based communication
Performance data helped identify which messaging approaches produced stronger results.
Step 4: Continuous Optimisation
Campaign optimisation continued throughout the four-month period.
We regularly reviewed audience performance, creative results, budget allocation, conversion signals, and campaign efficiency.
Instead of focusing only on cheaper traffic, optimisation decisions considered the quality and business value of the leads being generated.
How We Scaled the Campaign
The first month focused on campaign foundations, tracking, audience research, and initial creative testing.
During the second month, performance data helped identify stronger campaigns and reduce spending on less effective activity.
The third month focused on scaling audiences, campaigns, and creative approaches that demonstrated better conversion potential.
By the fourth month, the strategy concentrated budgets around higher-performing campaign combinations and continued refining creative and audience performance.
The Results
The campaign generated ₹1.05 Crore in revenue from a total advertising investment of ₹3.12 Lakh over four months.
This resulted in a 33.6X ROAS.
The performance came from combining several connected factors rather than relying on a single campaign adjustment.
Key contributors included:
- High-intent audience targeting
- Funnel-specific creative strategy
- Regular budget optimisation
- Continuous creative testing
- Conversion-focused campaign analysis
- Greater emphasis on lead quality
Ready to explore similar opportunities for your business?
Book a strategy discussion with our marketing team and build a campaign approach focused on qualified leads, revenue, and sustainable growth.
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