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Performance Marketing Case Study: Dehradun Military Academy
About the Client
Dehradun Military Academy is one of India’s leading institutes for NDA (National Defence Academy) preparation.
They provide:
- NDA coaching and foundation courses
- SSB interview training
- Personality development
- Boarding facilities for students
Their goal is to help students prepare in a disciplined, defence-style environment and achieve their dream of joining the armed forces.
Challenges
The main goal of the client was to generate a high number of leads at a low cost.
However, there were some challenges:
- Need for High Lead Volume:
The client wanted consistent and large-scale lead generation - Competitive Market:
Many coaching institutes are running ads for NDA preparation - Creative Fatigue Risk:
Using limited creatives can reduce performance over time - Scaling Without Increasing CPL:
It was important to increase leads without increasing cost
Strategies Implemented
To achieve high-volume and cost-effective results, we focused on structured testing and scaling.
1. Single Campaign Strategy
We created:- 1 campaign
- 6 ad sets
2. Controlled Budget Distribution
- Budget per ad set: ₹500–₹800 per day
- Total budget distributed across 6 ad sets
- Test multiple audiences and creatives
- Scale gradually without risk
3. Creative Testing (Main Focus)
Each ad set contained 1–2 ads with different formats:a. Image Ads
- Simple and clear messaging
- Focus on NDA preparation and benefits
b. Video Ads with Voiceover
- Explained academy features
- Showed training and environment
c. Testimonial Video (Girl Student)
- Real experience and trust-building
- Emotional connection with audience
d. Explainer Video (Boy Student)
- Explained courses, training, and facilities
- Built confidence in the institute
4. Multi-Creative Approach
- Used both images and videos together
- Allowed Meta to optimize based on performance
- Helped avoid creative fatigue
Results
a. Lead Generation
- Total Leads: 10,846
- Achieved high-volume lead generation
b. Cost Per Lead (CPL)
- Average CPL: ₹23.73
- Very cost-effective for the education niche
c. Campaign Reach & Visibility
- Impressions: 1,19,00,837+
- Reach: 49,07,604+ people
d. Traffic Performance
- Total Clicks: 76,283
- CPC: ₹3.37
- CTR: 0.70%
e. Spend Efficiency
- Total Spend: ₹2,57,355.71
- High return in terms of lead volume
Key Takeaways
- Single campaign with multiple ad sets works well for scaling
- Testing both images and videos improves performance
- Testimonial videos build trust and increase conversions
- Balanced budget distribution helps in better optimization
- High-volume results are possible with structured testing and scaling
Conclusion
This case study shows that with the right strategy, it is possible to generate high-quality leads at a low cost even in a competitive market. By focusing on:- Multiple creatives
- Proper budget allocation
- Structured campaign setup