Industry · Education and training
Meta ads for institutes, academies and course providers
We run Facebook and Instagram campaigns that bring course enquiries straight to WhatsApp. For a marketing agency’s training programs in Pakistan, we cut the cost per lead by 74%, from Rs 98.29 to Rs 25.53, and brought 370 enquiries in the final campaign.
Why course ads get expensive
When every course shares one budget, the money is spread thinly and the weaker courses pull the average up. In one of our campaigns, six courses shared a single budget. Leads averaged Rs 98.29, and one course cost Rs 212.80 a lead.
How we bring the cost down
- Put the budget behind the course with the strongest demand first.
- A/B test the audience. In our test, the winning audience brought leads at Rs 44.69 against Rs 87.01.
- Offer an easy first step, such as a free workshop.
- Target the people who can actually attend: the right age range, within reach of the campus. In our campaign that was 18 to 25-year-olds within 10 km.
- Send enquiries to WhatsApp, where your team can reply quickly.
A real campaign: from Rs 98.29 to Rs 25.53 per lead
Over four campaigns between December 2022 and March 2023, the cost of a WhatsApp lead fell from Rs 98.29 to Rs 25.53. The final campaign, a free SEO workshop offer, brought 370 leads for Rs 9,444. Read the full case study, with the dashboards.
The case study
Questions, answered
What does a student lead cost on Facebook and Instagram in Pakistan?
In our campaigns for training programs between December 2022 and March 2023, a WhatsApp lead cost between Rs 25.53 and Rs 98.29. The cost depended on the course, the audience and the offer.
Should an institute advertise all its courses at once?
Usually not from one budget. In our campaign, six courses sharing one budget averaged Rs 98.29 per lead, and the weakest course cost Rs 212.80. Focusing on the strongest course and testing the audience brought the cost down to Rs 30.56, and later to Rs 25.53.
Do free workshops work as a way to get course enquiries?
In our campaign, yes. A free SEO workshop offer, shown to 18 to 25-year-olds within 10 km of the institute, produced the cheapest leads of the whole project: 370 enquiries at Rs 25.53 each.
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