Case study · Education
Cost per lead lowered across two campaign cycles, with CTR up 20% in six weeks
Last updated 23 October 2026
- Industry
- Education and training
- Market
- India
- Monthly budget
- Not disclosed
- Timeframe
- July to December 2023
- Platforms
- Google Ads, Meta Ads
- Role
- In-house at Awdiz Institute
Objective
Raise click-through rate on Google and Meta, and lower cost per lead.
Baseline
Google and Meta campaigns on the earlier keyword match types and bidding, before the switch to manual CPC, with three drop-off points in the GA4 funnel not yet found.
Actions
- Rebuilt keyword match types
- Moved to manual CPC bidding
- Found three funnel drop-off points in GA4
- A/B tested landing-page fixes for those drop-off points
- Ran two to three creative variants per campaign and carried the top-converting formats into the next cycle
Results
| Metric | Before | After | Change |
|---|---|---|---|
| Click-through rate (Google and Meta) | — | — | +20% in 6 weeks |
| Click-through rate from creative testing | — | — | +12% |
| Cost per lead (CPL) | — | — | lower across 2 campaign cycles |
Timeframe: July to December 2023. Figures are from the platform and internal reports at the time. A dash means the exact value isn't published here.
Lessons
Match types and bidding control did the most for click-through rate, while the GA4 funnel view showed which landing-page fixes were worth testing, and those fixes are what moved cost per lead.
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