SDIMT Faridabad Scaling Paid Media Campaigns on Google & Facebook Ads

About the Client

About SDIMT Faridabad

Sheela Devi Institute of Management & Technology (SDIMT) is a premier educational institution in Faridabad, Haryana, known for its excellence in engineering, management, and technology education. SDIMT aims to empower students with quality education, practical exposure, and strong career opportunities.

Challenges & Objectives

SDIMT set out to scale up their admissions pipeline by investing heavily in paid media on Google and Facebook. Their objectives:
✅ Generate significantly more leads for admissions.
✅ Maintain or improve cost-efficiency while scaling.
✅ Understand the impact of lead quality on downstream sales conversions.

Campaign Types Analyzed

1️⃣ Call Campaign (Bottom of Funnel)

• Direct-response ads prompting users to call the admissions helpline.
• Targeted high-intent prospects at the final stage of decision-making.

2️⃣ Click Campaign (Top/Mid Funnel)

• Search and display ads driving users to SDIMT’s admissions landing page.
• Aimed at building brand awareness and capturing interest.

Performance Analysis (Scaled)

Key Findings

1️⃣ Lead Quality vs. Quantity

• Call Campaign:
   
  • Generated 400 leads from 730 clicks — an exceptionally high 54.79% conversion rate, indicating that most users who clicked were highly motivated to enroll.
  • These leads are more likely to convert quickly, with less effort required from the admissions team.
     
• Click Campaign:
   
  • Produced 1,000 leads from 61,770 clicks, but with a lower 1.62% conversion rate.
  • Indicates that while awareness grew, lead quality varied, requiring more nurturing and follow-ups.
     

2️⃣ Cost Per Lead (CPL)

• Click Campaign:
   
  • Achieved a lower CPL at ₹341 compared to ₹440 for the call campaign.
  • However, the higher sales effort required for lower-intent leads might offset this advantage.
     

3️⃣ Conversion Funnel Insights

• Call Campaign:
   
  • A bottom-of-funnel powerhouse — ideal for capturing ready-to-enroll students.
     
• Click Campaign:
   
  • Better suited for top/mid-funnel marketing, building brand trust, and remarketing audiences.
     
  • Needs retargeting, lead nurturing, and CRM follow-up to convert efficiently.

Strategic Takeaways

✅ High-Intent Calls Drive Quality:
Even at scale, call campaigns deliver high-quality leads that can quickly move to enrollment.

✅ Click Campaigns Need Layering:
While click campaigns deliver higher lead volume, they require retargeting, remarketing, and content funnels to nurture users toward conversion.

✅ Data-Driven Optimization:
Monitor downstream sales conversion to allocate budget effectively between campaigns.

Recommendations

1. Scale Call Campaigns with Confidence:

• Maintain or increase budget allocation for call campaigns, especially during key admissions windows.
• Use dynamic call tracking to measure which keywords or ad groups drive the most qualified calls.

2. Layer Retargeting for Click Campaigns:

• Implement retargeting ads to re-engage users who clicked but didn’t convert.
• Use webinars, virtual campus tours, and success stories as lead magnets.

3. Integrate CRM with Ad Platforms:

• Feed conversion data back into Google and Facebook to optimize targeting and lookalike audiences.
• Focus on enrollment conversion rates (lead-to-student) for budget planning.
   

4. Continuous Creative Testing:

• Test headlines, visuals, and CTAs to improve click-to-lead conversion.
• Align ad messaging with admission deadlines, scholarships, and placement stats to increase urgency.

Conclusion

By scaling paid media investments strategically, SDIMT achieved:
✅ A 400% increase in call campaign leads (400 vs. 40) while maintaining high intent and conversion rates.
✅ A 10x increase in click campaign leads (1,000 vs. 100) while managing cost per lead.
✅ A deeper understanding of lead quality and sales team efficiency, enabling data-driven spend allocation for future campaigns.

With this approach, SDIMT is poised to continue scaling admissions while maintaining a healthy balance between volume and quality in their marketing funnel.?✨