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.

Performance Summary

I. Google Ads (Feb 26 – Mar 27, 2025)

Metric	Value
Clicks	8,260
Impressions	474,000
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.

II. 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.

III. 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

• 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.

✅ What Worked

• 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.

🧩 Challenges

• 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.

🔧 Recommendations

• 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

The multi-platform campaign for L1 Coaching successfully delivered 1,873 qualified leads across a two-month period, at a blended cost per lead of ₹23.75. With Google Ads driving cost-efficient volume and Meta Ads delivering extended reach and audience segmentation, L1 Coaching is now better positioned to scale its student enrollment campaigns with clarity and confidence.