I am Safuvan CK, a digital marketing professional specialising in performance marketing, student lead generation, social media growth and admission-focused marketing strategies for educational institutions.
As the Head of Digital Marketing at IAM Studies, I worked on building and managing a multi-channel digital marketing system designed to increase brand visibility, generate student inquiries and support admissions for professional commerce courses, including CA, ACCA and CMA.
Between January and June 2026, the IAM Studies performance marketing case study recorded 300 confirmed admissions, ₹1.8 crore in reported admission revenue and 6.5x blended return on advertising spend (ROAS). This case study explains the strategy, advertising channels, content approach and performance results behind that growth.
About the IAM Studies marketing project
IAM Studies is a commerce education institute in Kerala offering professional course pathways, including Chartered Accountancy (CA), Association of Chartered Certified Accountants (ACCA) and Cost and Management Accountancy (CMA).
The marketing objective was to increase student inquiries and admissions across branches while controlling the cost of acquiring each student. My role covered performance marketing, campaign strategy, social media growth, creative testing, audience research, retargeting, budget allocation and performance reporting.
My digital marketing strategy for IAM Studies
1. Meta Ads for student lead generation
Meta Ads was the primary lead generation channel in the campaign. I worked on lead forms, WhatsApp inquiry campaigns, audience segmentation, creative testing and budget optimisation. The campaign reported 9,064 form leads and 2,859 WhatsApp conversations. Different campaign angles were tested to identify opportunities to reduce lead acquisition costs, and the strategy focused on generating relevant student inquiries and building a pipeline for admission follow-up.
2. Google Ads for high-intent student searches
Google Ads helped reach prospective students actively searching for professional commerce courses and coaching institutes. Search campaigns targeted relevant course-related queries. The campaign reported 11,350 clicks, 663 conversions and an average cost per conversion of ₹286.
3. Snapchat Ads for student awareness
Snapchat was used as an additional channel to reach younger audiences and expand awareness among prospective students. The campaign generated approximately 3.78 million paid impressions and 36,925 clicks, creating another source of traffic for the broader marketing funnel.
4. Organic social media growth
Paid advertising was supported by a video-first content strategy across Instagram, Facebook and YouTube, focused on relevant educational content, brand visibility and engagement. Across these platforms the case study reported 185 million content views. Instagram and Facebook together recorded 13,800+ new followers, while YouTube views reached 764,500 during the period.
Channel results at a glance
| Channel | Reported results (Jan–Jun 2026) |
|---|---|
| Meta Ads | 9,064 form leads · 2,859 WhatsApp conversations |
| Google Ads | 11,350 clicks · 663 conversions · ₹286 average cost per conversion |
| Snapchat Ads | ~3.78 million paid impressions · 36,925 clicks |
| Organic social | 185 million content views · 28.6 million Instagram + Facebook reach · 13,800+ new followers · 764,500 YouTube views |
Admission revenue and marketing efficiency
A successful educational marketing strategy should measure more than impressions, clicks and lead volume. It should connect marketing activity to admissions and business outcomes. For IAM Studies, the case study reported the following acquisition economics:
- Average course fee used in the calculation: ₹60,000
- Confirmed admissions: 300
- Reported admission revenue: ₹1.8 crore
- Total advertising investment: ₹27.7 lakh
- Blended ROAS: approximately 6.5x
- Blended advertising cost per admission: approximately ₹9,234
These figures show why educational institutions should track the complete journey from initial inquiry to confirmed admission, rather than evaluating campaigns only on cost per lead.
What this case study demonstrates about educational marketing
- Build a multi-channel acquisition strategy around student intent.
- Use different advertising platforms for lead generation, search demand and awareness.
- Test creatives and audiences to improve campaign efficiency.
- Combine paid campaigns with consistent organic content.
- Evaluate marketing performance using admissions and acquisition costs.
- Use campaign data to identify opportunities for optimisation and future growth.
The right marketing mix depends on the institute's courses, target audience, admission cycle, location, budget and sales follow-up process.
Educational marketing consultant in Kerala: how I can help
If you manage a college, coaching institute, professional education centre or training academy in Kerala, I can help you build a clearer, more measurable approach to student acquisition:
- Educational performance marketing: Meta Ads, Google Ads, lead generation, campaign optimisation and conversion tracking.
- Student lead generation: campaign funnels, inquiry generation, audience segmentation and WhatsApp follow-up.
- Social media for educational institutions: content strategy, educational reels, creative campaigns and community engagement.
- Admission-focused marketing: connecting marketing activity with inquiry quality, follow-up and confirmed admissions.
- Digital growth strategy: budget allocation, channel planning, performance reporting and continuous improvement.
See education marketing consultation
More results: Apsara Bakes case study: ₹1.5 crore+ in one month across 15+ outlets.