ThinkPivotFrom buying leads to buying students.
Godavari Global University was hitting its lead targets and missing its admission targets. The spend was working. The funnel wasn't.
Results
- −36%blended CPA
- 3.7×conversions
- ₹794→₹478Google CPA
- ₹349→₹247Meta CPA
The problem
Paid campaigns were optimised for cheap leads. Counsellors were calling hours later, working from spreadsheets, with no idea which campaign a lead came from. Cost per lead looked healthy. Cost per admission didn't.
What we found
- 1
62% of leads came from three ad sets that almost never converted.
- 2
Median first response was 19 hours.
- 3
Landing pages asked for a decision before answering the questions parents actually had.
What we changed
- 1
Rebuilt campaigns around cost per application, not cost per lead.
- 2
WhatsApp and AI calling replied within a minute and booked counsellor calls.
- 3
New programme pages built around fees, outcomes and placements.
- 4
One dashboard from ad click to admission.
Before and after
Who did what
AI
- lead scoring
- instant replies
- call summaries
- weekly anomaly alerts
People
- campaign strategy
- page messaging
- counsellor scripts
- every budget decision