Learnvera — Linear Efficiency Scaling for Ed-Tech Enrollment
Learnvera
The Learnvera campaign is a standout for its linear efficiency scaling, where lead volume grew by 186.35% while the cost per lead dropped by nearly 24%. The data reflects a textbook Optimization Slope—as the brand matured from April to March, the CPL dropped from ₹10.12 to a highly efficient ₹7.18. While the overall CTR of 1.25% is healthy, the real power lies in the 18.78% lead conversion rate, which indicates that the educational intent was filtered effectively through the ad copy before a click even occurred, ensuring the sales team received high-quality prospects.
Campaign
Performance.
Real Metrics & Growth
The Challenge
Learnvera entered the saturated ed-tech market struggling with an unpredictable enquiry flow and a lack of digital authority. Their primary bottlenecks included a weak retargeting infrastructure, which meant students who engaged with their content once were rarely seen again, and a high dependency on seasonal, unoptimized bursts of advertising. The brand lacked a cohesive enrollment ecosystem, resulting in high acquisition costs and inconsistent brand visibility compared to established national competitors.
Objectives
Scale Enrollment Systems: Transform the brand's digital presence into a 24/7 student acquisition engine.
Cost Stability at Scale: Reduce the average CPL to under ₹8 while significantly increasing total lead volume.
High-Intent Audience Penetration: Reach specific segments of students and learners actively searching for skill-development programs.
Integrated Funnel Maturity: Develop a robust five-pillar campaign structure that moves users from Awareness to Admission seamlessly.
Key Takeaway
The primary takeaway is that funnel orchestration is more valuable than budget size. By allocating budget across the entire student journey—from initial Awareness (₹11.11 CPL) to final Retargeting (₹6.91 CPL)—Learnvera successfully lowered its overall acquisition cost while nearly tripling its lead volume. This campaign proves that a full-funnel approach creates a sustainable and scalable growth engine for ed-tech brands.
Learnvera
Strategy & Execution
Targeted Meta Performance Marketing
Shinewell deployed a multi-tier campaign structure specifically optimized for high-intent learners. By running separate Admissions 2025-26 and Lead Generation tracks, we were able to capture 794 leads directly from high-intent audiences. The strategy prioritized Lead Quality over raw reach, ensuring that the target demographic consisted of users with a confirmed interest in learning-focused programs.
Strategic Retargeting & Engagement
To solve the one-hit engagement problem, we implemented a dedicated Retargeting campaign. This track focused on users who had previously viewed educational creatives but hadn't yet submitted an enquiry. This resulted in the account's highest conversion rate of 20.16%, proving that a warm audience is significantly easier and cheaper (₹6.91 per lead) to convert when nurtured correctly.
Educational Branding & Nurturing
We shifted the creative focus toward Authority Branding. By using the Awareness and Engagement campaigns to distribute educational value first, we built a layer of trust with the audience before pushing for enrollment. This ensured that by the time a user saw an Admission ad, they were already familiar with the brand's value proposition, leading to a much higher quality of enquiry.
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