Education
50% more leads, at a third less per lead
An education business paying ₹254 a lead on Meta. Targeted campaigns and retargeting of warm leads brought that down to ₹168 and produced 728 leads.
Cost per lead, before and after
All campaigns, ₹
- Client
- DICE Academy
- Industry
- Education
- Region
- India
- Engagement
- Meta Ads lead generation and retargeting
- Ad budget
- ₹1.22 lakh across four campaigns
The challenge
What was actually going wrong.
Usually not the thing the business thought it was.
In the first twelve days of December 2024, DICE Academy's Meta campaigns were costing ₹253.56 a lead across the account. One campaign was above ₹380 a lead.
The brief was to generate more leads without the cost per lead climbing with them.
The approach
What we did, in sequence.
Services involved
- 01
Tightened the targeting
Campaigns were rebuilt around the audiences most likely to enquire, so budget stopped going to people who were never going to fill in the form.
- 02
Retargeted warm leads
People who had already engaged were brought back with retargeting, because they already know the academy and are more likely to enquire.
The result
What moved, and what caused it.
Across all campaigns, cost per lead fell from ₹253.56 in early December 2024 to ₹167.82 in early February 2025, a reduction of 34%. Three of the four campaigns got cheaper, the best by ₹123 a lead. One got slightly more expensive, by ₹8.32, and it is in the table below.
Over the campaign the account produced 728 leads on ₹1.22 lakh of spend, at ₹167.89 a lead, with a click-through rate of 3–4% and a reported conversion rate of 10%. The client's reporting puts lead volume up 50%.
| Campaign | 1–12 Dec 2024 | 1–12 Feb 2025 | Change |
|---|---|---|---|
| Campaign 1 | ₹267.75 | ₹144.59 | −₹123.16 |
| Campaign 2 | ₹231.19 | ₹134.20 | −₹96.99 |
| Campaign 3 | ₹380.12 | ₹348.28 | −₹31.84 |
| Campaign 4 | ₹196.26 | ₹204.57 | +₹8.32 |
| All campaigns | ₹253.56 | ₹167.82 | −₹85.74 |
| Campaign | Leads | Reach | Impressions | Cost per lead | Spent |
|---|---|---|---|---|---|
| Campaign 1 | 251 | 2,94,568 | 7,15,694 | ₹143.34 | ₹35,977 |
| Campaign 2 | 258 | 4,57,065 | 8,46,379 | ₹139.22 | ₹35,919 |
| Campaign 3 | 64 | 79,798 | 2,15,246 | ₹298.62 | ₹19,112 |
| Campaign 4 | 155 | 1,80,141 | 4,02,960 | ₹201.41 | ₹31,218 |
| Total | 728 | 8,38,244 | 21,80,279 | ₹167.89 | ₹1,22,226 |
Figures come from the Meta Ads Manager reporting supplied. Campaigns are numbered rather than named. The 50% increase in leads and the 10% conversion rate are as reported by the client.
Measured outcomes
- cost per lead
- −34%cost per lead₹253.56 across all campaigns in early December 2024, ₹167.82 in early February 2025.
- leads
- 728leadsAcross four campaigns, on ₹1.22 lakh of spend.
Next step
Bring us a problem shaped like this one.
Forty-five minutes, no slide deck. We will tell you which of these engagements yours most resembles, where we think the bottleneck sits, and what it would realistically take to move it.
Or call +91 93060 49784 and email support@exponentialy.com — we reply within one working day.
What the call is
- 01
45 minutes, no slide deck
You talk to the person who would run the work, not a salesperson.
- 02
Your numbers on the table
What a customer is worth, where enquiries come from, and what you have tried.
- 03
A written plan afterwards
What we would fix first, and in what order. Yours to keep either way.