BoostedLeadsby39xwithTargetedCampaignsforLight&LifeAcademy

Light & Life Academy (LLA) is India's premier photography institute, renowned for its comprehensive and innovative approach to photography education. Located in the picturesque Nilgiris, LLA offers students a unique learning environment that combines technical mastery with creative exploration.

Objective

Coming out of the pandemic, the academy aimed to boost the enrolment rate for its photography course while also drawing applications for its new documentary course.

To help LLA reach its objective, we aimed to generate high-quality leads through Meta and Google. We wanted to optimise ad spends while maximising return on investment (ROI) and ensuring a steady influx of potential students.

Challenges

We had to set Cost-per-Lead (CPL) benchmarks to begin with because LLA had never run full-fledged digital marketing campaigns. The website's landing pages were also significantly text-heavy and required our intervention to make them more conversion-friendly.

Strategy

Some of the strategies we decided to go with included:

1. Targeting and audience segmentation

• Testing and narrowing down on high-performing segments, such as students in top colleges.
• Leveraging interest-based targeting to find the right audience for specialised courses like cinematography.
• Utilised remarketing audiences to drive conversions.

2. Ad formats and creative

• Conducted A/B testing across different ad formats and messaging — static ads with references to industry-specific specialisations worked particularly well.
• Differentiated LLA's offering by highlighting the scenic campus and mentoring that helps students graduate with an industry-ready portfolio.
• Optimised placements by focusing on Instagram Stories, Reels, and Feeds since the ads catered to a younger audience.

3. Budget allocation and timing

• Mentioned deadlines in campaigns to create urgency and boost performance.
• Figured out top-performing cities and scaled our budget on those.

4. Search campaign optimisation

• Researched relevant keywords and continued adding negative keywords to filter out irrelevant traffic.
• Improved our quality score and ad relevance to 'Excellent' by continuously optimising ad copies.

5. YouTube campaign

• Ran top-of-funnel and remarketing campaigns to drive quality awareness and conversions, improving CVR% by addressing drop-offs after form initiation.

Execution

While executing our plan, we made sure to:

• Weekly test new audiences, ad formats, and creative variations.
• Continuously monitor key metrics to make informed adjustments and optimisations.
• Deploy remarketing strategies to re-engage visitors who had previously interacted with the ads or the website.

Results

Meta

• Leads Generated: 532
• Average Cost per Lead (CPL): ₹460
• Conversion Rate: ~7%
• Remarketing Success: 46 additional leads

Google

• Leads Generated: 126
• Average CPL: ₹900–₹1,000
• Leads from Search: 108 generic photography course leads, 27 specialised ad group leads
• YouTube: 13 leads from top-of-funnel, 30% engagement rate for remarketing

Overall

• Total Ad Spend: ₹3,95,678
• Total Leads Generated: 551
• Total Conversions: 23
• Leads' Value: ₹1,54,50,000

Takeaway

The ad campaigns for Light & Life Academy successfully generated a significant number of leads, with Meta campaigns outperforming in volume and cost efficiency. The strategic use of static ads and specialised industry-specific messaging proved particularly effective. Google search campaigns also contributed to lead generation, with remarketing efforts on both Meta and YouTube enhancing overall engagement.

The campaign demonstrated a high ROI, validating the performance marketing approach and emphasising the importance of continuous optimisation and targeted messaging in digital advertising.