Company Overview
Affiliation: Franchise of Miami Ad School with locations in major cities, including Atlanta, New York, Miami, Berlin, Mexico, Madrid, and Sydney.
Specialization: Providing top-tier education in Art Direction, Design, and Copywriting.
Unique Selling Proposition: Guaranteed international internships for students.
Additional Programs: Offering specialized boot camps in advertising and marketing.
Campus Locations: Mumbai and Bengaluru, with quarterly student intake of 20 per location.
Initial Challenges
- Limited Brand Visibility in India – The institution struggled to establish strong brand awareness within the Indian market.
- High Cost per Lead & Low Volume – Acquiring prospective student leads was costly, and the conversion rate was significantly low.
- Unclear Student Profiling & Admissions Targeting – There was a lack of precise audience segmentation and targeted marketing strategies.
- No Defined Media Budget & Strategy: Lead generation efforts were ineffective because there was no structured budget allocation across channels.
- Inefficient Lead Management – The existing system was unable to track, nurture, and convert leads effectively.
- Over-Reliance on Google Ads – The campaign was solely dependent on Google Ads, limiting its reach and effectiveness.
Strategic Initiatives
- Audience Research – Conducted an in-depth analysis of student demographics over the past two years to refine audience targeting.
- Multi-Channel Advertising – Expanded beyond Google Ads to include Meta (formerly Facebook) and LinkedIn, diversifying lead generation efforts.
- Optimized Budget Allocation – Structured the ad budget strategically across platforms to enhance Awareness, Trust, and Conversion.
- Webinar Engagement – Organized free faculty-led webinars to build trust and develop an authentic database of potential students.
- Performance Dashboards – Implemented real-time monitoring dashboards for daily, weekly, and monthly tracking, ensuring ongoing campaign optimization.
Some Creatives
Results
- Increased Lead Flow – Established a consistent and scalable pipeline of leads.
- Higher Conversions – Closed six leads within the first month, generating a revenue increase 10x.
- Pipeline Development – Built a substantial database of 30 students ready for enrollment in upcoming batches.
- Expanded Media Reach – Refines audience segmentation and develops additional media channels for future campaigns.
Performance Metrics:
Currency INR | Before State | After State | Improvement |
Budget Spent | Rs. 300000 | Rs. 440000 | 25% |
Cost per Lead | Rs. 851 | Rs. 409 | 40% |
No of Leads | 269 | 2255 | 900% |
Qualified Leads | 40 | 150 | 300% |
Conversion | 2 | 6 | 200% |
Value Per Conversion | Rs. 8 lacs | Rs. 8 lacs | |
Total Conversion Value | Rs. 16 lacs | Rs. 48 lacs | |
Duration of Lead Generation | 6 months | 45 days |
Conclusion
Through strategic budget allocation, multi-channel marketing, and audience refinement, the Miami Ads PPC campaign successfully enhanced brand visibility, reduced lead costs, and improved enrollment rates. Implementing performance dashboards and webinar engagements helped establish a sustainable lead pipeline. Continued optimization of audience targeting and media expansion will further strengthen student acquisition efforts.
