Case Studies / Solitaire Global Schools The Challenge Campaign Architecture The Funnel Targeting Results
Featured case study · Education
Solitaire Global Schools logo Solitaire Global Schools · Hyderabad

100+ admissions in 3 months, from a funnel that was mostly noise

A full-funnel Meta advertising story for a Cambridge International school across Attapur and Kattedan — from junk leads at ₹80 to quality walkins, through audience precision, UGC content, and a student ambassador model.

Get results like this See the numbers
1,400+ LEADS GENERATED/ 250+ SCHOOL WALKINS/ 100+ ADMISSIONS/ ₹80 BEST CPL/ 1,400+ LEADS GENERATED/ 250+ SCHOOL WALKINS/ 100+ ADMISSIONS/ ₹80 BEST CPL/
1,400+
Total leads, over 3 months
250+
Walkins · 17.8% lead-to-visit
100+
Admissions · 40%+ visit-to-join
Recognized by
GoodFirms Top Agency 2025 Clutch Top Rated 2024 Google Partner Meta Blueprint Certified
About the client

A Cambridge curriculum school, competing for aspirational parents

Solitaire Global Schools runs Cambridge International curriculum campuses in Attapur and Kattedan, Hyderabad. The academic offering was strong — the challenge was reaching the right parents in a category where everyone claims premium positioning and most ad accounts optimize for the wrong number.

2
Campuses in Hyderabad
3
Month campaign
Cambridge
International curriculum
Solitaire Global Schools campus
The challenge

Low CPL looked great — until it didn't

The first wave of campaigns hit an attractive ₹80–₹120 cost-per-lead. On paper, the numbers made sense. In reality, volume was high and quality was nearly non-existent.

Cheap leads, no intent

Rs.80–120 CPL looked like a win, but most responses came from parents with no real intent to explore a Cambridge curriculum school.

Wrong audience entirely

Wrong age groups and mismatched geographies — the targeting was broad by location radius, not by who actually fit the school's profile.

No qualification gates

The lead form was generic, with nothing in place to separate a genuinely interested parent from a curious click.

Campaign architecture

Four phases that turned the funnel around

Rebuilding the entire campaign architecture to attract parents who actually matched the school's profile — not just anyone within a location radius.

1

Broad Launch — Volume Over Quality

Parents targeted broadly by location radius around Attapur and Kattedan with basic education-interest stacks. CPL dropped to ₹80–₹120 fast — but lead scoring revealed most responses were low-intent or mismatched. The form was generic, with minimal qualification gates.

CPL ₹80–120High junk ratio
2

Audience Overhaul — Lifestyle Targeting

The pivot: parents who send children to Cambridge schools don't just browse education pages — they shop at Zara, Nike, Myntra, and Nykaa, follow Flipkart and Amazon, and own iPhones. Targeting narrowed to lifestyle and fashion affinities cross-referenced with parenting signals, dramatically improving lead quality even as CPL rose.

Lifestyle × parentingHigh-value buyer signals
3

Lead Form Redesign — Consent & Qualification

Multiple iterations added a Cambridge curriculum acknowledgement checkbox, a school location confirmation, and an SMS verification step — ensuring only parents with genuine intent could complete submission. Every friction point added eliminated ghost leads.

2-step consentSMS OTPCurriculum awareness gate
4

UGC & Student Ambassador Creative

Instead of polished brochure-style ads, real students became the face of the school — sharing their Cambridge learning experience in authentic, unscripted formats. Student ambassador content consistently outperformed studio creatives on both CTR and walkin intent.

Student ambassadorUGC videoAuthentic social proof

Your leads could convert like this too.

This is the same audience-precision process behind every campaign we run — not just for schools.

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Execution at scale

Three months, one funnel, rebuilt end to end

Every phase shipped in sequence — nothing here was a one-off test.

Campaign duration3 Months
Total leads generated1,400+
School walkins250+
Confirmed admissions100+
Best CPL achieved₹80
1,400+
Leads generated across the 3-month campaign
250+
Parents who walked in for a school visit
100+
Confirmed admissions — the number that mattered
Conversion funnel

From lead to admission

Cost-per-lead was never the real KPI. This is the funnel that mattered — where the drop-off happened, and why chasing a cheaper top-of-funnel number would have made every stage below it worse.

Total LeadsOver 3 months
1,400+
100%
QualifiedPassed the gate
~600
43%
WalkinsSchool visit
250+
18%
AdmissionsConfirmed join
100+
7%
Targeting stack

The audience architecture that worked

Three signal layers, combined — not tested separately — to reach the ideal parent profile in Hyderabad.

A

Geographic Layer

Hyperlocal pins around Attapur, Kattedan and Upparpally with 2–4km radius expansion. Lat/long precision to avoid wasted spend in unserviceable areas.

AttapurKattedanUpparpally2–4km radius
B

Lifestyle & Fashion Affinity

Cross-targeting against mid-to-premium retail interest segments. This layer proved to be the single most impactful change in lead quality.

NikeZaraMyntraNykaaFlipkartAmazoniPhone owners
C

Parenting & Behaviour

Parents of school-age children, married status, and high-value buyer signals from Meta's behavioural data — layered in as AND-must-match criteria.

ParentsParents with teenagersHigh-value buyersMarried
The turning point

What actually changed the outcome

Student ambassador UGC reel goes here

Vertical reel · replace with a real student ambassador clip

"The moment we stopped optimising for lead volume and started optimising for lead intent, everything changed. The right parent at the right moment — that's the whole game."
BN
BrandingNuts Campaign Team Performance Marketing, Hyderabad
Key learnings

What made it work

Low CPL is a vanity metric

Rs.80 leads that never walk in cost more than Rs.300 leads that do. The real KPI was cost-per-walkin, not cost-per-lead.

Fashion brands = premium signals

Targeting Zara, Nike, Myntra and similar interests identified the exact aspirational, mid-to-high income profile of Cambridge school buyers.

Form friction is a filter

SMS OTP and consent checkboxes initially worried the team — it actually improved downstream quality. Only serious parents finished the form.

Students sell better than brochures

UGC from student ambassadors drove the highest CTRs and walkin intent. Authenticity beat production quality at every stage of testing.

Advantage+ needs direction

Meta's AI works best when seeded with specific interest stacks and demographic signals. Left open, it produced early-phase junk at scale.

Hyperlocal + lifestyle = precision

Combining geofencing with lifestyle and parenting signals created a tight audience matching both catchment area and buyer profile.

Results at a glance

The results

MetricResult
Total leads1,400+
School walkins250+ (17.8% lead-to-visit)
Confirmed admissions100+ (40%+ visit-to-join)
Best CPL₹80 (initial phase)
Funnel breakdown — % of total leads
StageShare
Qualified43%
Walkins18%
Admissions7%
Campaign details
DetailValue
LocationAttapur & Kattedan, Hyderabad
CurriculumCambridge International
Duration3 months
Lead verificationSMS OTP + consent gate
In summary

Low CPL means nothing if nobody walks in the door

If your ads are optimized for cheap leads instead of qualified ones, that's exactly the kind of problem we like starting with.

Book a strategy call See more work

Or reach us directly — sales@brandingnuts.com · +91 8341392803

More work

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