Education

18X Lead Growth & 90% CPL Reduction for Basil Woods International School

41%

Conversion Rate Increased

18x

Average Lead Volume increase

121%

Average Increase in AOV

257%

Increase in repeat orders

About The Project

Basil Woods International School is a CBSE-affiliated institution that blends international standards with Indian cultural values to offer holistic learning experiences. The school’s digital marketing objectives were to:

  • Increase Brand Awareness: Reach out to local audiences within these areas to raise awareness about the school’s offerings.
  • Generate High-Quality Enquiries: Attract relevant inquiries for admissions from specific areas of Hyderabad, particularly those with accessible transportation facilities.
  • Boost Admissions: Convert these inquiries into enrollments, ultimately driving more student admissions through targeted marketing efforts.

Hyderabad India

Location

4 Months

Project Duration

Education

Industry

Our Implementation Process

  • Seamless CRM Integration
  • Google Ads Optimization
  • Refined Keyword Strategy
  • Launched Pmax Campaigns
  • Meta Ads Targeting Enhancement
  • Creative & Engagement Optimization

Challenge

  • Low volume of quality leads due to a lack of a structured CRM system in the previous year.
  • Inefficient targeting in Meta Ads leading to high Cost Per Lead (CPL) and low lead quality.
  • Internal competition within Google Ads campaigns causing high CPCs and inefficient budget utilization.
  • No direct lead integration with the newly implemented Meritto CRM.
  • Lack of conversion tracking on the website, making it difficult to optimize campaigns based on performance.

Solution

1. Setting Up a Seamless CRM Integration

  • Basil Woods implemented Meritto CRM, designed specifically for educational institutions, to manage lead flow and track quality.
  • We collaborated with the Meritto team to integrate their form and tracking code on the website, ensuring leads were directly stored in the CRM.
  • For Meta Ads, we authenticated the CRM with Meta’s Ads Manager and mapped the form fields to allow direct lead integration, enabling real-time quality analysis.

2. Optimizing Google Ads for Lower CPC and Higher Conversions

  • Conducted an audit of last year’s Google Ads strategy:
    • Identified internal competition between multiple campaigns targeting similar keywords with different match types.
    • Observed campaigns were running on Maximize Clicks bid strategy, leading to inefficient budget allocation and high CPCs.
    • No negative keyword strategy was in place, leading to wasted ad spend.
  • Strategic Fixes:
    • Consolidated similar campaigns and ad groups to prevent keyword overlap and internal bidding conflicts.
    • Switched to Maximize Conversions bid strategy after fixing conversion tracking.
    • Optimized targeting by focusing on high-intent keywords, including in-market and affinity audience segments.
    • Introduced Performance Max (PMax) campaigns to tap into high-quality parents actively searching for school admissions.

3. Enhancing Meta Ads for Higher Lead Quality

  • Last year, campaigns were running with broad targeting, leading to unqualified leads.
  • Our approach:
    • Defined specific interests and demographics to guide Meta’s algorithm in finding relevant audiences.
    • Conducted A/B testing with different creatives (image vs. video) to determine what resonates best with parents.
    • Set up remarketing campaigns, specifically targeting website visitors who hadn’t converted.
    • Improved engagement by optimizing ad copies and CTAs, making them more compelling for parents seeking admissions.

Results

Google Ads Search Campaign Performance (Dec-Jan 2023-24 vs Dec-Jan 2024-25)

  • CPC dropped by 13% (from ₹25 to ₹21), leading to more affordable clicks.
  • Conversion rate increased by 41%, indicating better-targeted traffic.
  • CPA dropped by 39%, making lead acquisition more cost-effective.
  • Ad spend increased by 17%, but the number of conversions doubled compared to last year.

Meta Ads Performance (Dec-Jan 2023-24 vs Dec-Jan 2024-25)

  • Lead volume increased 18X compared to last year.
  • Cost per Lead (CPL) dropped by 90%, reducing from ₹854 to ₹83.
  • CPC decreased by 88%, coming down from ₹53 to ₹6.
  • Higher lead quality, resulting in improved admissions.
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