Cutting Cost Per Enrolment for an Indian EdTech Platform

The challenge

The platform was spending a substantial monthly budget across 40 poorly structured campaigns with almost no negative keywords. Conversion tracking fired on the enquiry form rather than on enrolment, so the account was optimising toward the wrong outcome entirely.

What we did

• Rebuilt conversion tracking to fire on completed enrolment and paid, then imported offline conversions from their CRM.
• Consolidated 40 campaigns into 9 tightly themed structures with intent-matched ad groups.
• Built a negative keyword list from twelve months of search term data, eliminating a large share of irrelevant spend.
• Rewrote landing pages so each ad group arrived at a page matching its specific query.
• Layered in remarketing segments for visitors who started but abandoned enrolment.

The outcome

On an unchanged budget, monthly enrolments rose 87% and cost per enrolment fell 52%. Measured return on ad spend settled at 3.4x against a previous figure the client could not reliably calculate at all.