Project Overview
Over two years I ran performance marketing for Glowell Education Centre, an education brand operating across Kerala and the UAE. The brief was never brand awareness. It was enquiries that turned into enrolled students.
Everything was optimised toward WhatsApp conversations rather than form fills, because that is where parents and students in this market actually talk to a business. A form gets abandoned; a WhatsApp message gets answered.
What the Work Covered
- Ran Meta Ads across Kerala (all districts) and selected UAE campaigns
- Optimised for WhatsApp conversations, matching how parents genuinely enquire
- Covered SSLC (10th), Plus Two (12th), long-term learning programmes and UAE education support
- Produced the creative end to end – script, shoot, edit and on-camera presenting (covered in the creative-led campaign)
- Hired UAE-based staff on a work-from-home basis and ran Meta ads into the UAE market. The centre reports that single decision raised profit by 25%
- Tracked enquiry-to-admission conversion rather than lead volume alone, so spend could be judged on enrolled students
Outcome
Measured over two years:
- 45,000+ enquiries generated
- 2,500+ student admissions
- Rs 25 average cost per enquiry
- 5.56% enquiry-to-admission conversion rate
Modelled from those figures, using the centre’s average profit of Rs 8,000 per student and approximately Rs 11.25 lakh of advertising spend:
- Around Rs 450 cost per admission
- Around Rs 2 crore gross profit before advertising costs
- Around Rs 1.89 crore after advertising costs
- Around 17.8x profit-to-ad-spend ratio
The second group are estimates derived from average profit per student, not audited accounts. The measured figures are the enquiries, admissions, cost per enquiry and conversion rate.
More Marketing & Growth Work
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