The Khaitan School - Digital Identity Launch
A 77% CPL reduction and a 45% conversion lift- through numbers and instinct.
Ideation
The Challenge
Khaitan Eduserve's digital marketing was underperforming at every stage of the funnel. High cost per lead. Low conversion rates. Landing pages that couldn't hold attention. The brief was clear: make digital marketing work and prove it with numbers.
The Approach:
• Funnel Audit: Mapped the full customer journey from ad click to enrolment — identifying the biggest drop-off points and misalignments between ad messaging and landing page content. • Paid Media Restructure: Rebuilt campaigns on Google Ads and LinkedIn Campaign Manager from scratch — new keyword architecture, new audience segmentation, new bid strategies. • Creative Testing: Ran systematic A/B tests on ad copy, visuals, CTAs, and audience segments to identify what actually converted. • Landing Page Redesign: Redesigned landing pages with a conversion-first lens — clearer value propositions, faster load, better-matched audience intent. • Dashboard & Reporting: Built automated performance dashboards to give leadership real-time visibility into spend, pipeline, and conversion metrics.
The Results
₹83
CPL (down from ₹365)
45%
Landing page conversion uplift
25%
Organic traffic growth
The 77% reduction in CPL wasn’t a one-off — it was sustained across the tenure through continuous testing and optimization.
What I Learned
Performance marketing is an attitude, not just a skillset. The numbers improve when you treat every hypothesis as a test, every result as a signal, and every decision as something you can defend with data. The channel is secondary. The thinking is everything.