EdTech Digital Marketing Case Study With Real Growth Results
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An established ed-tech player in the children's skill development space operates across India with three major verticals - Math Programs, Creative Programs, and English Communication Courses. Each vertical is dedicated to empowering children through structured learning programs in math, creativity, and communication skills.

Partnering with Dotline, this ed-tech client set out to scale student enrollments (B2C) and franchise leads (B2B) through performance-driven campaigns on Google Ads and Meta (Facebook & Instagram).

High-Intent Leads Local Visibility Call-Driven Conversions
Primary Outcomes
Program Enquiries Stronger Interest
Student Enrolments Better Engagement
Franchise leads Steady Growth

Focus on conversion-ready students within key admissions regions.

About the Campaign

Overview

The primary goal was clear - generate high-quality parent inquiries and franchise prospects at the lowest possible CPL. The campaigns ran across multiple Tier 1 and Tier 2 cities where the client had an existing or potential presence.

Platforms leveraged:
  • Meta Ads: Lead generation & retargeting campaigns.
  • Google Ads: Search, Display, YouTube, and Smart Campaigns.
Our approach focused on:
  • Driving B2C leads for program enrollments.
  • Generating B2B franchise interest to expand presence.
  • Ensuring campaign scalability while maintaining lead quality.

Marketing Strategy & Targeting

Segments
Optimizations:
  • A/B testing of creatives (static, carousel, and videos) and ad copies.
  • Negative keyword additions on Google to filter out irrelevant traffic.
  • Retargeting warm audiences to improve conversion rates.
Creatives:
  • Carousel and video creatives performed best on Meta, with engaging visuals of children learning and thriving.

Ad Strategy:
  • Parent-focused creatives addressing pain points ("Enhance your child's focus, creativity, communication skills").
  • Franchise ads highlighting profitability, success stories, and support system.
Audience Segmentation:
  • Separate funnels for parents (B2C) and franchise prospects (B2B).

Vertical-Wise Highlights

Performance
Math Programs
  • Generated over 3,500 parent inquiries across multiple cities.
  • Achieved CPL reduction of nearly 28% through keyword and audience optimization.
  • Supported centers in achieving full batch enrollments during peak admission cycles.
Creative Programs
  • Delivered 1,200+ quality leads with a high CTR of 3.5% on Meta ads.
  • Meta carousel creatives performed exceptionally well, driving maximum engagement.
  • Helped build brand recall for creative education among urban parents.
English Communication Courses
  • Consistently generated 800+ qualified leads at a competitive CPL.
  • Increased awareness among parents about the importance of communication skills.
  • Supported steady enrollment growth month-on-month.
Results
  • 5,500+ leads generated across all verticals on a given month.
  • Average CPL reduced by 20-30% month-on-month with continuous optimization.
  • Reached over 8,00,000 parents monthly across Google and Meta.
  • Franchise campaigns brought dozens of inquiries, contributing to expansion into new territories.

Conclusion

With a robust performance marketing strategy, this ed-tech client was able to establish a predictable digital lead engine for both student enrollments and franchise growth. The campaigns not only reduced cost per lead but also amplified visibility across India, creating a scalable and repeatable model for future growth.

Metric Outcome (Positive trend)
Total Leads Generated 5,500+
CPL Improvement 20-30% Reduction
Math Program Leads 3,500+
Creative Program Leads 1,200+
English Communication Leads 800+
CTR (Best Performing Creative) 3.50%
Monthly Parent Reach 8,00,000+
Franchise Inquiries Dozens of Qualified Leads