Enhancing Lead Quality & Reducing CPL for My Equation with Meta Ads
Client Overview
My Equation is an innovative EdTech platform offering industry-aligned courses in Robotics, AI, and Machine Learning. Unlike traditional academic courses, their programs are designed based on real industry demands and are connected with top MNCs to ensure students gain the most relevant skills for the job market. They also provide industrial training to help students and professionals upskill for better career opportunities.
- Name: My Equation (Tech Analogy Private Limited)
- Industry: EdTech
- Location: Gujarat
Challenges
Before partnering with us, My Equation faced several roadblocks in their lead generation efforts:
- Ineffective Boosted Posts – Initially, they relied on Boost Post Ads, but over time, these stopped delivering results.
- High CPL & Low-Quality Leads – Their attempts at Meta Ads resulted in high cost-per-lead (CPL) and a low percentage of qualified leads.
- Lack of Targeted Audience Segmentation – Their ads were reaching a broad audience, leading to a mismatch between leads and actual course enrollments.
Goals
The primary objectives of our Meta Ads campaign were:
- Improve lead quality by ensuring that inquiries came from serious and relevant candidates.
- Reduce CPL to make lead generation cost-effective.
- Increase total lead volume while maintaining lead quality.
Strategy
Strategy & Execution
To overcome these challenges, we implemented a structured approach focusing on audience segmentation, tailored ad creatives, and budget optimization.
- 1. Audience Segmentation We categorized and refined the target audience based on their background and intent:1. Audience Segmentation We categorized and refined the target audience based on their background and intent:
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Primary Focus (70%) – Students
Age Group: 18-26 years Education: IIT, engineering, and technical background Interest in Robotics, AI, ML, and industrial training - Secondary Focus (30%) – Working Professionals Professionals looking to upskill or transition into AI & ML fields Individuals working in tech-related roles interested in career growth opportunities
2. Custom Creatives and Messaging
We created compelling ad creatives with a clear and direct messaging approach:
- Focused on real-life industry problems and the ground reality of the job market.
- Highlighted internship and job opportunities post-course completion.
- Showcased partnerships with top MNCs to establish credibility and trust.
3. Lead Form Ads Integration
To filter out irrelevant leads, we structured the Instant Lead Forms logically, adding:
- Course-specific qualifying questions to assess intent and eligibility.
- Budget-related questions to ensure affordability alignment.
- Automated responses to instantly guide leads through the next steps after submission
Results
After implementing these strategies, Mahima Group saw remarkable improvements in their lead generation efforts:
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Metric
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Before Partnership
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After Partnership
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|---|---|---|
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789 Leads /Monthly
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163.74Rs
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Before
After
