CASE STUDY
180% Growth in Leads With a 35% Reduction in CPL for an India-Based University
How Digital Promenade improved student lead generation and reduced acquisition costs through targeted Google Ads campaigns for an India-based university.
CASE STUDY
Campaign at a glance
01
Client Overview
An India-based university wanted to increase student enquiries and improve the conversion of prospective students into campus visits, counselling sessions, and admissions-related appointments.
The objective was to strengthen lead generation across priority academic programmes while improving advertising efficiency and reaching prospective students within relevant geographic markets.
02
The Challenge: Increasing Student Enquiries While Reducing Acquisition Costs
The university needed a targeted paid media strategy to generate more qualified enquiries, improve engagement with prospective students, and make better use of its advertising budget.
Key challenges included:
The objective was to generate more relevant student enquiries while reducing the cost of acquiring each lead.
03
The Strategy: Targeted, Data-Driven Paid Media Campaigns
Digital Promenade implemented a performance-focused Google Ads strategy designed to align campaign targeting, search intent, and budget allocation with the university's student recruitment objectives.
Geographic Targeting and Budget Allocation
Applied focused geographic targeting, generally within a 10–12 km radius for most campaigns, while using broader Delhi targeting for selected priority campaigns.
Programme-Specific Search Campaigns
Structured campaigns around individual academic programmes and relevant course, admission, and education-related search terms to reach prospective students with stronger intent.
Ad Messaging and Landing Page Alignment
Aligned ad messaging, extensions, and landing-page experiences with prospective students' search intent, making it easier to explore relevant programmes and enquire.
Lead Quality and Conversion Analysis
Reviewed lead quality, programme-wise enquiry trends, appointments, and available counselling or campus-visit data to identify optimisation opportunities.
Continuous Campaign Optimisation
Used performance insights to refine targeting, prioritise stronger-performing campaigns, and make more informed advertising budget allocation decisions.
04
The Results: 180% Growth in Leads and 35% Lower CPL
During FY 2025 Q2–Q3, the campaigns delivered substantial improvements in student lead generation and advertising efficiency.
| Performance metric | Campaign outcome | Business impact |
|---|---|---|
| Student Lead Generation | Nearly +180% | Significantly more prospective student enquiries |
| Cost Per Lead | ~35% reduction | Lower student acquisition cost |
| Appointment Efficiency | Improved | Better progression towards counselling and appointments |
| Advertising Budget | Increased | Greater confidence in scaling camp |
Key campaign achievements
Key Achievements Explained
Nearly 180% Growth in Student Leads
Lead volume increased by nearly 180%, expanding the number of prospective students engaging with the university through paid campaigns.Approximately 35% Reduction in Cost Per Lead
The average cost per lead decreased by approximately 35%, helping the university generate student enquiries more efficiently.Improved Appointment Efficiency
The campaign recorded improvements in appointment efficiency, supporting progress from initial enquiries towards counselling and further engagement.Greater Confidence to Scale Advertising Budgets
The improved campaign performance strengthened client confidence and supported decisions to increase advertising budgets.05
The Impact: More Student Enquiries at a Lower Acquisition Cost
The campaign demonstrated how targeted geographic advertising, programme-specific search campaigns, and continuous performance analysis can improve student recruitment outcomes.
By focusing on lead generation efficiency and using performance data to guide campaign optimisation, Digital Promenade helped the university increase student enquiries while reducing cost per lead.
The results highlight the importance of making education advertising more intent-driven, geographically relevant, and performance-focused.
06
Want to Generate More Qualified Student Enquiries?
At Digital Promenade, we help educational institutions improve digital advertising performance through targeted paid media campaigns, conversion tracking, and continuous optimisation.
Our focus is on reaching relevant prospective students, generating qualified enquiries, and making advertising budgets work more efficiently.