Education6 Months · ₹45 Lakhs+ spend
RUAS: How exact-match search and 2-minute WhatsApp follow-up cut cost per lead by 57%
M.S. Ramaiah University of Applied Sciences — High Cost Per Lead (₹1,250+) and low enquiry-to-application conversion across multiple undergraduate & postgraduate programs.
Scope:Google Search AdsMeta Performance AdsLanding Page CROWhatsApp AutomationGA4 & Attribution
Turnaround Architecture
RUAS: Before vs. After (6 Months)
Re-engineered Acquisition Engine
Restructured ad groups into exact-match single themes, deployed instant WhatsApp routing, and instituted weekly creative refreshes.
Qualified Leads (Verified)8,950+180%lift
Applications Started (Verified)3,460+209%lift
Cost Per Lead (CPL) (Verified)₹540-57%lift
Landing Page CVR (Verified)18.4%+124%lift
Key Systematic Upgrades Implemented:
Switched from generic "Submit" button to dynamic "Check Scholarship & Apply" boosting CTA clicks by 38%.
Integrated real-time WhatsApp validation to filter out spam contact numbers before reaching counselors.
Implemented value-based smart bidding (tCPA) on Google once conversion volume passed 100/week.
Verified Proof & Trends
Verified Ad Account Metrics
RUAS: Campaign Scaling Proof
Viewing:All Channels (Omnichannel Rollup)(100% Portfolio Budget)
Total Ad Spend₹45 Lakhs+100% Portfolio Budget
Conversions Growth+180%Total Volume Growth
Cost Per Lead (CPL)-57%Blended Cost Efficiency
Attributed ROAS6.2xBlended Portfolio Return
Conversions (Volume)Cost per Acquisition (CPA)
Omnichannel Multi-Touch Attribution Stack31% Vol
89% Cost
M1
49% Vol
71% Cost
M2
70% Vol
54% Cost
M3
84% Vol
44% Cost
M4
93% Vol
39% Cost
M5
100% Vol
35% Cost
M6
The results
| Metric | Before | After | Change |
|---|---|---|---|
| Qualified Leads | 3,200 | 8,950 | +180% |
| Applications Started | 1,120 | 3,460 | +209% |
| Cost Per Lead (CPL) | ₹1,250 | ₹540 | -57% |
| Landing Page CVR | 8.2% | 18.4% | +124% |
| WhatsApp Enquiries | 640 | 2,180 | +241% |
| Overall Campaign ROAS | 3.1x | 6.2x | +100% |
What we were up against
- Disjointed keyword bidding causing high cannibalization between engineering, management, and pharmacy faculties.
- Generic landing page experience with slow mobile page speed and overwhelming 12-field registration forms.
- Zero real-time lead qualification leading to 48hr+ admissions team delay and cold student drops.
- High competition from top Tier-1 private universities in Karnataka bidding up primary search terms.
What I owned
- Full-Funnel Campaign Architecture & Budget Allocation
- High-Intent Google Search & Performance Max Restructuring
- Dynamic Meta Video & Carousel Ad Creative Direction
- Landing Page UX Redesign & 2-Step Form Conversion Rate Optimization
- LeadSquared CRM & Instant WhatsApp API Automation Setup
How I approached each channel
Google Search & PMax Ads
- Segmented campaigns into Exact & Phrase match single-theme ad groups per degree (B.Tech, MBA, Pharmacy, Design).
- Excluded negative search terms rigorously (syllabus, faculty jobs, results, login).
- Deployed Responsive Search Ads with dynamic keyword insertion and location pin-pointing across South India.
Meta Ads (Facebook & Instagram)
- High-converting student testimonial video shorts and campus tour reels targeted at 12th-grade aspirants and parents.
- Lead Gen instant forms synced natively with instant WhatsApp brochure delivery within 30 seconds.
- Custom Lookalike Audiences built from existing enrolled alumni and high-scoring applicants.
The funnel
Awareness
Generating mass qualified interest in campus excellence, NIRF rankings, and placement statistics.
InstagramYouTubeGoogle Display
- Meta Video Reels on Placement Packages
- YouTube 15s Non-skip Bumper Ads
- Google Display Network retargeting
Consideration
Nurturing parents and students with curriculum deep-dives and scholarship eligibility guides.
Meta Lead AdsGoogle Search (Course specific)WhatsApp API
- Downloadable Prospectus Lead Magnets
- Interactive WhatsApp Chatbot for course selection
- Virtual Campus Open Day webinar registration
Conversion
Driving direct application submissions and scheduled campus counseling appointments.
Google Exact Match SearchMeta RetargetingCRM Drips
- High-Intent Search Ads on "RUAS Admission 2024 / Apply Online"
- Dynamic Remarketing on drop-off page visitors
- SMS & WhatsApp reminder drips on pending forms
Who we targeted
Core Students (Aspirants)
- Age 17-22
- CBSE / State Board 12th graders
- Interests: Engineering, JEE Prep, NEET, CAT, Design entrance
- Geo: Karnataka, Kerala, AP, Telangana, Maharashtra
Parent Decision Makers
- Age 42-55
- Interests: Higher education savings, career counseling, university rankings
- Household Income: Tier 1 & 2 upper-middle class
Custom & Lookalikes
- Website visitors with >2 min time-on-site
- Lookalike 1% of previous year admitted students
- Engaged Instagram profile followers
How it rolled out
Phase 1Month 1
Audit & Tracking Overhaul
- Audited legacy ad accounts, removed 400+ wasteful keywords
- Implemented GA4 server-side tracking and LeadSquared integration
- Launched new high-speed mobile landing pages
Phase 2Month 2-3
Search Restructure & Creative Testing
- Rolled out program-specific Google Search campaigns
- Tested 24 creative hook variations on Meta
- Activated instant WhatsApp auto-responders
Phase 3Month 4-5
Scale & PMax Acceleration
- Scaled daily ad spend by 140% while keeping CPL sub-₹550
- Expanded geographical targeting to Tier-2 feeder cities
- Launched parent-focused remarketing funnels
Phase 4Month 6
Final Admission Sprint
- Intensive last-call deadline campaign across search and retargeting
- Direct offline counseling event registration pushes
- Achieved 100% seat fill rate across top engineering & MBA batches
What made the difference
- Switched from generic "Submit" button to dynamic "Check Scholarship & Apply" boosting CTA clicks by 38%.
- Integrated real-time WhatsApp validation to filter out spam contact numbers before reaching counselors.
- Implemented value-based smart bidding (tCPA) on Google once conversion volume passed 100/week.
Tools & the bottom line
Google AdsMeta Ads ManagerGoogle Tag ManagerGA4LeadSquared CRMAiSensy WhatsApp APILooker Studio
Generated 8,950+ qualified admissions enquiries and helped secure full enrollment for key STEM and Management departments with an estimated ₹12Cr+ in total tuition value.
What I'd take from this
- Parents and students respond to completely different value triggers: students want modern campus life and placements; parents care about faculty credentials, security, and institutional heritage.
- WhatsApp speed-to-lead under 2 minutes doubles counseling session booking rates.
Want something like this for your brand?
I can look at what's running in your account today and map out where the next gains are likely to come from.
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