Case study · Higher education · Rajasthan
University admissions: a 30-day Meta campaign across several programmes
We planned and managed admissions advertising for a recognised Rajasthan university. The work spanned engineering, management, science and other programmes, using Meta lead forms and WhatsApp campaigns, with spending and results reviewed against each programme.
Client name withheld for confidentiality. Figures are aggregate platform data from an approved 30-day campaign period, with 7.1M+ impressions in total. They describe advertising reach and cost, not admission outcomes.
The problem
Admissions advertising has to be broad, local and accountable
A university has many programmes, each with its own audience, its own season and its own fee conversation. Families research on their phones, ask questions on WhatsApp and compare several institutions. The advertising needs to reach the right students, and the university needs to see where the money goes.
- Each programme appeals to a different student and parent, so one message does not fit all.
- Interest peaks around results and admission windows, and budgets must follow that rhythm.
- Enquiries arrive through forms and chats, and the counselling team needs them quickly.
- The university needs reporting it can read without a marketing degree.
Snapshot
- Client
- A recognised university in Rajasthan (name withheld)
- Period
- A 30-day admissions campaign window
- Services
- Campaign planning, audience segmentation, Meta lead and WhatsApp campaigns, retargeting, budget management and reporting
What we built
How the campaign was run
Audiences by programme and place
Separate campaigns for engineering, management, science and other programmes, with locations and messages matched to each.
Meta lead forms
Short in-platform forms that let a student or parent leave details in a few taps, suited to mobile browsing.
WhatsApp campaigns
Ads that open a WhatsApp chat, so questions about eligibility and fees can start straight away.
Retargeting
People who engaged but did not enquire were shown a gentle follow-up message.
Budget moved to what worked
Spend was reviewed regularly and shifted towards the programmes and audiences producing better results.
Reporting in plain language
Reach, clicks and cost were reported clearly, with notes on what we changed and why.
Planning and structure
- Programme-specific messaging written with the admissions team.
- Audiences segmented by programme interest, location and age group.
- A weekly rhythm for reviewing performance and making changes.
How to read the numbers
- Reach is the number of people who saw the ads at least once.
- Link clicks are visits driven by the ads to the destination chosen.
- Cost per click is the average ad spend divided by those clicks.
- Admission decisions depend on counselling, eligibility and fees, so we report on advertising performance and enquiries, and never promise enrolments.
How we thought about it
Principles we followed
Only claims the university can stand behind
Education advertising must be accurate. We used approved messages and avoided guarantees about placements or outcomes.
Speed to reply matters most
A form or chat that waits a day loses the family. We set up the handover so counsellors could respond quickly.
Report what we can prove
We share platform data and what it means, and say plainly what it does not show.
Respect privacy
Student and parent details were handled only for the admissions conversation.
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