Real campaigns. Real results.

The challenge

Two problems at once. Meta campaigns were sending traffic to a website form, but a pixel issue meant leads were not being tracked properly, and volumes were low. On Google, the JEE/NEET category is dominated by heavily funded players like Unacademy and Aakash, pushing CPLs up and making local search hard to compete for.

The approach

Rather than throw budget at a broken setup, we rebuilt the funnel from the ground up:

• Shifted Meta from website-conversion to Instant Forms, removing the pixel dependency and unlocking volume.
• When lead quality dropped as a side effect, added an OTP verification step to the form, filtering out low-intent leads before they ever reached the sales team.
• Ran a parallel Online Classes campaign on the same OTP-verified instant form, expanded to the five metros where online-coaching demand actually exists: Delhi, Gurgaon, Mumbai, Bengaluru, Chennai.
• On Google, rebuilt Search with sitelinks, callouts, WhatsApp and image extensions, household-income targeting, and pruned long-tail keywords that were bleeding spend without converting.
• Scaled combined budget to ₹3,000/day, the minimum needed to compete with category leaders on CPC.

The execution

Two channels in parallel, optimised independently for what each does best: Meta for volume plus quality control via OTP gating, Google Search for high-intent local and online-class demand.

The impact

• 389 leads generated across Meta + Google in the campaign period.
• Meta CPL ₹66.44, a lean, quality-gated number after the OTP fix.
• 8,363 clicks from 1.35M+ impressions on Meta alone, at a 0.62% CTR.
• Diagnosed and fixed a broken tracking setup that was masking true performance, before optimising spend.
• Built a scalable Online Classes structure, geo-targeted to the five cities with real demand instead of spreading thin nationally.