How we 2.6×'d enrolments for an EdTech brand in 4 months

One of our long-standing EdTech clients came to us with a classic problem: budgets were flat, intake targets were growing, and the "easy" tactics had stopped working. This is the 4-month breakdown.

Names changed for NDA reasons. Numbers aren't.

The starting point

• ₹42L/month across Google + Meta.
• 420 enrolments/month on average. CPA ~₹10,000.
• One primary programme, six secondary programmes.
• Counsellors converting leads at 18–22% depending on programme.

The business wanted 1,000+ enrolments at the same or lower CPA. No extra budget.

Month 1 — audit + quick wins

The first month is always audit-heavy. Not the kind of audit that produces a 40-slide deck. The kind that finds the 5 things that are leaking money and plugs them.

What we found:

1. Campaign bloat — 147 active ad sets, most under ₹5k/month spend. We consolidated to 31.
2. Negative keyword gaps — ₹2.1L/month was being spent on jobs-related queries (people searching for jobs in the industry, not courses).
3. Attribution wrong — Meta was being credited for leads that were actually organic. CAC looked better than it was.
4. Counsellor routing broken — 31% of leads went to counsellors mismatched to the programme.

We didn't launch anything new in month 1. Cleanup alone moved CPA to ₹7,400 and lifted enrolments to 510.

Month 2 — creative engine + landing systems

With the account consolidated, we unlocked the creative budget.

• Rebuilt 7 programme-specific landing pages. Same template, programme-specific hooks, social proof, testimonial videos.
• Launched a creative sprint: 6 concepts/week across Meta and YouTube, filmed with actual students.
• Introduced a parent-facing creative variant (crucial for the age group), previously missing.

Landing page conversion rose from 2.1% → 4.8%.

Month 2 close: 720 enrolments at ₹5,850 CPA.

Month 3 — organic + intent capture

With paid stabilised, we turned on SEO. Three plays:

1. Programmatic landing pages for every "career + programme" intent query (200+ pages).
2. YouTube explainer series for each programme — 3 videos per programme, short-form + long-form.
3. Reviews and comparisons on third-party aggregators (Coursera, edX, niche portals) where the audience researches before deciding.

None of these hit peak return until month 5+. But the content started absorbing branded search traffic (which had been leaking to competitors) immediately.

Month 3 close: 890 enrolments at ₹5,100 CPA. 28% of leads were now organic.

Month 4 — CRM + counsellor enablement

The missing piece: even with more leads, counsellors were the bottleneck. We rebuilt:

• CRM playbook per programme with pre-call context (source, intent, queries researched).
• WhatsApp cadence for leads who didn't pick up — 3 touches over 48 hours, programme-specific templates.
• Counsellor scoring — real-time dashboard of who was converting at what rate, calibrated weekly.

Counsellor conversion lifted from 20% → 29%. With more efficient calls, we also increased lead capacity per counsellor.

Month 4 close: 1,100 enrolments at ₹3,820 CPA.

The results

| Metric | Baseline | Month 4 | Change | |--------|----------|---------|--------| | Enrolments / month | 420 | 1,100 | +162% | | Blended CPA | ₹10,000 | ₹3,820 | −62% | | Counsellor conversion | 20% | 29% | +45% | | Organic share of leads | 8% | 38% | +375% |

Same budget. Same brand. Same category. The difference: consolidation, a creative engine, an organic layer, and a counsellor enablement system — sequenced so each one's lift compounded on the last.

What didn't work

Worth saying: we tried two TikTok campaigns that didn't move the needle for this category in month 3. Tried a LinkedIn ABM angle targeting HR decision-makers for the B2B variant — flat. Killed both in 2 weeks.

You only hear about wins in case studies. Every account has losses too. The question is whether the program has the discipline to cut them fast.

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If this pattern sounds like yours — flat budget, growing targets, scattered accounts — get a free plan and we'll find your version of the month-1 cleanup.