Vaisheshika Academy · Grades 8–12 · Meta Ads for Lead Generation & Branding · Target: 40 Admissions in 3 Months · Hinjewadi, Pune.
This plan covers the Meta Ads strategy and month-wise media allocation for Vaisheshika Academy's launch phase across Hinjewadi, Wakad, and Baner. The campaign runs on Meta (Facebook & Instagram) targeting parents and students within 5 km of the centre. The plan is built entirely around hitting 40 admissions in 3 months at a ₹250 CPL.
The structure follows a two-budget approach — a dedicated lead generation budget to drive demo class bookings via instant forms and WhatsApp click-to-chat, and a separate fixed branding budget of ₹10,000/month to build local recognition through Reels and reach campaigns. Both run simultaneously with separate ad sets, distinct creatives, and a monthly ramp-up in lead gen spend as winning creatives are identified.
Instant form and WhatsApp click-to-chat campaigns targeting parents 30–50 and students 13–18 within 5 km of Hinjewadi. Core CTA: "Book a Free Demo Class." Goal: 458 leads over 3 months at ₹250 CPL.
Reels and reach campaigns to build brand recall in Hinjewadi. Teacher introductions, classroom clips, and student testimonials ensure parents recognise the brand before clicking a lead ad — lifting qualification rates.
Month 2 and 3 scale budget on winning creatives, introduce retargeting of engaged audiences, and build a lookalike pool from demo attendees and enquiring leads to improve CPL and qualification rate.
The campaign runs two parallel objectives across Meta — Lead Generation for direct admissions and Brand Awareness for local visibility. Both run from Day 1 with separate budgets, ad sets, and creative tone. At ₹250 CPL, maintaining a 70:30 lead-gen-to-brand split protects lead volume while building trust that improves downstream qualification rates.
All campaigns are geo-targeted to Hinjewadi and surrounding zones within a 5 km radius. Hinjewadi's IT-professional parent base — dual-income households with high education aspirations — is ideal for coaching centre ads. Audiences are split by decision-maker type (parent vs. student) and intent signal.
Creative tone differs by objective and audience. Lead gen ads lead with the problem (exam stress, board results, batch availability). Brand ads build trust through faculty visibility and classroom authenticity. At a ₹250 CPL target, thumb-stopping creative is non-negotiable — weak creatives will push CPL to ₹350–400.
| Creative Type | Objective | Format | Hook / Headline | CTA | Audience |
|---|---|---|---|---|---|
| Problem-Led Static Lead Gen |
Leads | Single Image / Carousel | "Is your child struggling with boards or falling behind from Std 8?" / "Small batches. Expert faculty. Better results." | Book Free Demo Class | Parents 30–50 |
| WhatsApp Click Ad Lead Gen |
Leads | Single Image + WhatsApp CTA | "Chat with us directly — no forms, no wait." / "Free demo class slots open for Std 8–12." | Chat on WhatsApp | Parents 30–50 |
| Reel — Faculty Intro Brand |
Brand | Instagram / FB Reel (15–30 sec) | Teacher introduces themselves, subject, and teaching approach in 20 seconds | Follow Page / Learn More | Parents + Students |
| Reel — Classroom Glimpse Brand |
Brand | Instagram Reel (15 sec) | Live class footage — small batch, focused students, whiteboard session. No script needed. | Book a Seat | Students 13–18 |
| Testimonial / Social Proof Brand |
Brand + Lead | Reel or Static (Month 2+) | Parent or early student shares experience — even 1 good result in Month 1 becomes the strongest asset | Book Free Demo | Parents 30–50 |
| Retargeting — Warm Nudge Retargeting |
Leads (Month 2+) | Carousel / Single Image | "You visited us — demo class seats are filling up." Urgency + social proof combo. | Book Free Demo | Retargeting Pool |
For Month 1, launch with a minimum of 3 static creatives + 2 Reels. Test all 3 static creatives against each other in the lead gen campaign. After Week 2, pause the weakest performer and double budget on the winner. At ₹250 CPL, creative quality is the single biggest lever — a strong creative can deliver ₹180–₹200 CPL; a weak one will hit ₹350+. All Reels should be shot vertically (9:16), under 30 seconds, with subtitles.
Month 1 lead gen budget is ₹32,000, plus ₹10,000 branding budget running separately — total Month 1 spend: ₹42,000. The primary goal is to generate 115–140 raw leads at or near ₹250 CPL while simultaneously building Vaisheshika Academy's brand presence across Hinjewadi. This is a test-and-learn month — identify 1–2 winning creatives, establish baseline CPL, and lay the retargeting foundation for Month 2.
Lead Gen: ₹32,000 · Branding: ₹10,000 · Total Month 1: ₹42,000
Total Month 1 Leads: 115–140 · Target CPL: ₹230–₹280
Launch 3 lead gen ad sets (Parent instant form, Parent WhatsApp click, Student interest-based) and 1 brand Reel campaign. Run 3 creative variants in the lead gen campaign with equal budget split. Install Meta Pixel on website or landing page. Set up lead notification system (email + WhatsApp instant alert for every new lead).
Review CPL by ad set and creative. Pause creatives with CPL above ₹320. Double daily budget on the top-performing creative. Check form completion rate — if below 60%, simplify form to Name + Phone + Class only. Check WhatsApp response time and ensure 30-minute call SLA is being met.
Introduce 1 new creative variant (testimonial angle or urgency — "Only 8 seats left in Std 11 Science batch"). Test a slightly broader geo (add Wakad, Baner as separate ad set) while keeping Hinjewadi core spend stable. Start tracking demo class attendance rate — this feeds the Month 2 retargeting audience.
Review total leads, blended CPL, qualification rate (target: 35%), demo show-up rate, and admissions from Month 1 leads. Identify best-performing ad set and creative combination. Prepare Month 2 retargeting audiences and plan lookalike audience creation from demo attendees and page engagers.
| KPI | Target | Warning Threshold |
|---|---|---|
| Total Leads Generated | 115–140 leads | Below 90 → review creative immediately |
| Blended CPL | ₹230–₹280 | Above ₹320 → pause weakest creative, cut geo |
| WhatsApp CPL | ₹200–₹260 | Above ₹300 → test new hook in WhatsApp ad |
| Lead Form Completion Rate | >60% | Below 50% → simplify form fields |
| Lead Qualification Rate | 35% of leads | Below 25% → review targeting / creative messaging |
| Demo Show-Up Rate | 40–55% | Below 35% → fix reminder sequence and call SLA |
| Brand Reel View Rate | >28% | Below 20% → reshoot with stronger first 2 seconds |
| Admissions from Month 1 Leads | 8–12 admissions | Below 5 → review visit-to-admission follow-up |
Month 2 lead gen budget increases to ₹38,000, with ₹10,000 branding budget continuing separately — total Month 2 spend: ₹48,000. Retargeting is activated using warm audiences from Month 1. The winning creative is scaled and a second angle is introduced. Target: 150–180 leads at an improved CPL.
Lead Gen: ₹38,000 · Branding: ₹10,000 · Total Month 2: ₹48,000
Total Month 2 Leads: 150–180 · Target CPL: ₹215–₹255
Activate retargeting campaign using Month 1 warm audiences — video viewers (25%+), page engagers, form openers. Use a different creative for retargeting: urgency or social proof angle ("Over 20 families have already enrolled — a few seats remain"). Simultaneously scale the Month 1 top-performing lead gen creative by 30%.
If any student attended demo class and had a positive experience, record a 20-second video testimonial. This is the highest-converting creative type for coaching centres. Even a parent on camera for 20 seconds ("We chose this centre because…") outperforms all static ads. Launch as a new ad set alongside the existing winner.
By Week 3, there should be 20–30 demo class attendees. Upload this list to Meta and create a 1% lookalike audience in Hinjewadi + Wakad. Test this audience with the best-performing creative at a small daily budget (₹200–₹300/day). This audience will power Month 3's primary lead gen push.
Review CPL trend vs Month 1, retargeting CPL vs cold audience CPL, qualification rate, and cumulative admissions. By end of Month 2, target is 18–25 total admissions. Finalise Month 3 budget plan with Lookalike Audience as the primary scaling layer. Refresh all creative assets before Month 3 launch.
| KPI | Month 1 Baseline | Month 2 Target |
|---|---|---|
| Total Leads Generated | 115–140 leads | 150–180 leads (20–30% growth) |
| Blended CPL | ₹230–₹280 | ₹215–₹255 (8–12% improvement) |
| Retargeting CPL | Not active | ₹150–₹200 (warm audience, lower CPL) |
| Lead Qualification Rate | 35% | 38–42% (brand recall improving quality) |
| Demo Show-Up Rate | 40–55% | 50–65% (improved reminder + brand trust) |
| Cumulative Admissions | 8–12 (Month 1) | 18–25 cumulative by end of Month 2 |
| Lookalike Audience CPL (test) | Not active | ₹200–₹250 (seed list validation) |
Month 3 lead gen budget increases to ₹44,500, with ₹10,000 branding budget continuing separately — total Month 3 spend: ₹54,500. Lookalike audiences from demo attendees and enrolled students power lead gen. Retargeting pool is fully expanded. A results-led creative leverages the brand credibility built in Months 1–2. Target: close the remaining admissions to hit 40 total.
Lead Gen: ₹44,500 · Branding: ₹10,000 · Total Month 3: ₹54,500
Total Month 3 Leads: 155–200 · Target CPL: ₹225–₹290
| KPI | Month 2 Baseline | Month 3 Target |
|---|---|---|
| Total Leads Generated | 150–180 leads | 155–200 leads |
| Blended CPL | ₹215–₹255 | ₹225–₹290 (lookalike audience scales volume) |
| Lookalike Audience CPL | ₹200–₹250 (test) | ₹210–₹260 (primary lead source) |
| Retargeting CPL | ₹150–₹200 | ₹140–₹190 (expanded pool) |
| Lead Qualification Rate | 38–42% | 40–45% (brand familiarity effect) |
| Demo Show-Up Rate | 50–65% | 55–70% (trust established via 2 months of brand) |
| Cumulative Admissions | 18–25 (end of Month 2) | 38–42 total — target: 40 admissions achieved |
Every month, Vaisheshika Academy's social media presence is maintained with a consistent content calendar — 8 Reels (fully scripted, shot, and edited) and 8 graphic posts designed for Instagram and Facebook. This content feeds directly into the paid branding campaign and builds an organic audience simultaneously.
| Week | Monday | Tuesday | Thursday | Friday | Content Theme |
|---|---|---|---|---|---|
| Week 1 | Graphic Academy Introduction Post |
Reel Faculty Introduction — Subject Expert |
Graphic Batch Announcement — Std 8–10 |
Reel Classroom Glimpse — Live Session |
Brand Launch & Awareness |
| Week 2 | Graphic Exam Tip / Study Hack |
Reel "Why small batches work" — Teacher explains |
Graphic Batch Announcement — Std 11–12 |
Reel Student POV — "A day at Vaisheshika" |
Trust Building & Social Proof |
| Week 3 | Graphic Motivational Quote — Board Exam Focus |
Reel Subject Demo — Concept explained in 30 sec |
Graphic Faculty Spotlight — Credentials & Approach |
Reel Parent Testimonial or FAQ answered by teacher |
Academic Authority & Faculty Credibility |
| Week 4 | Graphic Demo Class Invite — CTA Graphic |
Reel Urgency Reel — "Seats filling up for new batch" |
Graphic Result / Achievement Highlight |
Reel Behind the Scenes — Academy & Faculty |
Lead Generation & Conversion Push |
| # | Reel Type | Hook | Goal | Best For |
|---|---|---|---|---|
| 1 | Faculty Introduction | "Hi, I'm [Name] — I've been teaching [Subject] for X years…" | Build face recognition and trust | Brand awareness |
| 2 | Classroom Glimpse | Raw footage of a live class — no script needed | Authenticity and social proof | Brand + retargeting |
| 3 | Concept Explainer | "Most Std 10 students get this wrong…" → quick tip | Demonstrate teaching quality | Student audience |
| 4 | Student POV / Day-in-Life | "What a day at Vaisheshika looks like" | Relatability for students | Students 13–18 |
| 5 | Parent Testimonial | "We chose Vaisheshika because…" | Highest conversion asset | Parent audience |
| 6 | Batch Announcement | "New batch starting [date] — limited seats for Std 8–12" | Urgency + direct enquiries | Lead generation |
| 7 | Exam Tip / Study Hack | "3 things toppers do differently before boards" | Shareability and reach | Organic growth |
| 8 | Behind the Scenes | Academy setup, whiteboard prep, faculty arriving | Humanise the brand | All audiences |
| # | Graphic Type | Content | Goal |
|---|---|---|---|
| 1 | Batch Announcement (Std 8–10) | New batch dates, timings, subjects, seat availability | Direct enquiries |
| 2 | Batch Announcement (Std 11–12) | Science / Commerce stream batches, JEE / NEET / boards focus | Direct enquiries |
| 3 | Exam Tip Graphic | One quick tip per post — boards, science, maths | Saves + shares + reach |
| 4 | Faculty Spotlight | Photo + name + subject + qualification + 1-line philosophy | Trust and credibility |
| 5 | Motivational Quote | Exam-relevant quote — branded with academy logo | Engagement + brand recall |
| 6 | Result / Achievement | Student score milestone, board result, competitive exam shortlist | Social proof |
| 7 | Demo Class CTA | "Book your free demo class — limited seats" with WhatsApp CTA | Lead generation |
| 8 | Academy Highlight | Infrastructure, study environment, small batch size visual | Brand positioning |
Every Reel and graphic created for organic posting is also available as raw material for the paid branding campaign. The best-performing organic Reel of the month gets boosted as a paid brand ad — this means the ₹10,000 monthly branding budget runs on content that has already proven engagement. Testimonial Reels from organic content become the highest-ROI lead gen assets in Month 2 and 3. Consistent posting also ensures that when a parent sees a Meta ad, the academy's Instagram profile looks active and credible — a critical trust signal before any admission decision.
Combined output across all three months. Lead gen budget ramps up each month while the branding budget remains a fixed ₹10,000/month. Total investment across 3 months is ₹1,44,500 — split as ₹1,14,500 lead gen + ₹30,000 branding.
This plan's 40-admission target is achievable — but only if lead follow-up happens within 30 minutes. The 35% qualification rate and 50% visit rate in the funnel assume prompt, professional follow-up. Hinjewadi parents compare 3–4 coaching centres simultaneously. A 2-hour response becomes a missed admission. A 30-minute response with a confident, personalised call is what converts a ₹250 lead into a ₹40,000 admission. The WhatsApp click ad format is especially powerful for this audience — it removes form friction entirely and puts the parent directly in conversation. The ad budget can be managed later; the phone must be answered now.
| Month | Lead Gen + Brand Budget | Lead Target | Blended CPL | Qualified Leads | Visits | Admissions | SMM Deliverables |
|---|---|---|---|---|---|---|---|
| Month 1 | ₹32,000 + ₹10,000 | 115–140 | ₹230–₹280 | 40–49 | 20–25 | 10–12 | 8 Reels + 8 Graphics |
| Month 2 | ₹38,000 + ₹10,000 | 150–180 | ₹215–₹255 | 53–63 | 26–31 | 13–16 | 8 Reels + 8 Graphics |
| Month 3 | ₹44,500 + ₹10,000 | 155–200 | ₹225–₹290 | 54–70 | 27–35 | 13–18 | 8 Reels + 8 Graphics |
| Total | ₹1,14,500 + ₹30,000 = ₹1,44,500 | 420–520 leads | Blended ₹250 | 147–182 | 73–91 | 37–46 admissions | 24 Reels + 24 Graphics |
Below is the complete fee structure for Vaisheshika Academy's 3-month engagement — covering Social Media Management, Ads Management, and the monthly ad spend budget. Agency fees are separate from ad spend; ad spend goes directly to Meta and is billed by the client's ad account.
| Line Item | Type | Per Month | Month 1 | Month 2 | Month 3 | 3-Month Total |
|---|---|---|---|---|---|---|
| Meta Ad Spend — Lead Gen | Ad Spend (billed to client's Meta account) | Ramps up | ₹32,000 | ₹38,000 | ₹44,500 | ₹1,14,500 |
| Meta Ad Spend — Branding | Ad Spend (billed to client's Meta account) | ₹10,000 | ₹10,000 | ₹10,000 | ₹10,000 | ₹30,000 |
| Social Media Management Fee | Agency Fee | ₹30,000 | ₹30,000 | ₹30,000 | ₹30,000 | ₹90,000 |
| Ads Management Fee | Agency Fee | ₹20,000 | ₹20,000 | ₹20,000 | ₹20,000 | ₹60,000 |
| Total Monthly Investment | Ad Spend + Agency Fees | — | ₹92,000 | ₹98,000 | ₹1,04,500 | ₹2,94,500 |
Ad spend (₹1,44,500 over 3 months) is paid directly by Vaisheshika Academy to Meta via their own ad account — it does not pass through the agency. Agency fees cover strategy, execution, content production, and campaign management. The Social Media Management fee covers all Reel scripting, shooting, editing, graphic design, and posting. The Ads Management fee covers campaign setup, optimisation, audience building, A/B testing, and monthly performance reporting.