13,942 enquiries for an EdTech client from Kerala

An EdTech client from Kerala targeting parents in Kerala and GCC markets. This case study covers Meta Ads activity from 1 June to 31 August 2026.

I handled campaign performance, daily analysis and sales-team reporting as part of my performance marketing work at Addox Digital. The client account belonged to Addox Digital; the client name and identifying creative details are withheld for confidentiality.

Industry

The campaigns promoted education services to parents across Kerala and GCC markets. Lead forms and WhatsApp conversations provided two routes for interested parents to enquire.

Objective

Generate enquiries from parents and support the sales team in converting those enquiries into enrolments, with daily performance monitoring and regular reporting.

Challenges

Managing performance across two markets and two enquiry routes required close attention to campaign results and follow-up. Lead volume alone could not establish enrolment quality or revenue impact.

Strategy

I managed Meta lead-form and WhatsApp campaigns, monitored performance daily and analysed campaign results. Reporting meetings and coordination with the sales team connected advertising activity with enquiry follow-up.

Campaign setup

Meta lead-form campaigns and WhatsApp messaging campaigns ran during the three-month reporting period. Results are reported separately where the platform used different result types.

Creative approach

I reviewed video performance alongside enquiry results. One ad recorded 2,261,368 video plays with a 29% hook rate; another recorded 688,978 video plays with a 46% hook rate. Video plays are viewing events, not unique viewers, enquiries or enrolments. Creative thumbnails are withheld to protect client confidentiality.

Targeting

Parents in Kerala and GCC markets, with campaign analysis and reporting focused on those audiences.

Optimization

Daily performance monitoring, campaign analysis, reporting meetings and sales-team follow-up coordination informed the management of the account.

Tools & technologies

• Meta Ads
• Meta Ads Manager
• WhatsApp Business

Across 1 June–31 August 2026, total Meta ad spend was ₹11,44,052.83. The reported 13,942 enquiries combine lead-form submissions and WhatsApp messaging conversations; this is not a deduplicated count of unique people or confirmed enrolments.

One lead-form campaign generated 2,733 leads on ₹1,82,788.67 spend, at a platform-reported ₹66.88 per lead. This cost belongs to that campaign, not the whole account.

Two individual video ads recorded 2,261,368 plays with a 29% hook rate and 688,978 plays with a 46% hook rate respectively. The screenshots document campaign delivery and video performance.

What changed

• 13,942 combined enquiry events across lead forms and WhatsApp
• 2,733 form leads from the highlighted campaign
• Daily reporting and sales-team coordination supported enquiry follow-up