EdTech · 04/04
Demo bookings were up. Paid enrolments weren't. The counsellors were burning out on leads that were never going to buy.
The situation
An EdTech company running courses for working professionals had scaled Meta spend to ₹6L/month. Demo bookings looked great. But demo-to-paid conversion was stuck at 7.6% and declining. Counsellors were taking 80+ calls per week and closing fewer.
The problem wasn't the counsellors — it was the leads. The campaigns were optimised for demo volume, which meant anyone who clicked the "book a call" button counted as a win, regardless of fit. Cold, unqualified leads were consuming the team's time.
What we did
Added a 5-question pre-booking form (current role, income band, learning goal, timeline). Integrated form responses into the CRM so counsellors saw the profile before the call. Reduced booked demos by 30% but increased show rate from 54% to 81%.
Rebuilt campaigns around 3 intent signals: course-specific keyword searches, competitor brand searches, and retargeting of video viewers who watched past 60%. Cut the catch-all interest-targeting campaigns entirely.
Built a 30-day cohort view tracking every campaign → demo → paid path. Turned off 8 campaigns that were generating demos but zero paid conversions. Reallocated ₹1.8L/month to the 3 that were working.
The results