The Brief
International Design Academy (IDA) was running design courses across five cities — Bangalore, Bhopal, Nagpur, Jabalpur, and Varanasi — and needed a digital campaign to drive awareness and enrolment enquiries. The challenge: each city had different timing, different local priorities, and different competitive contexts. A single national campaign would have wasted budget on the wrong cities at the wrong times. They needed precision at scale.
Our Approach
We structured the campaign as five distinct city-level campaigns within a single account, each with its own budget, timeline, ad schedule, and keyword set. Google Search campaigns were built around intent keywords specific to design courses and IDA programmes in each city. Meta Ads ran awareness campaigns targeting relevant audiences in each market. Display campaigns supported awareness in the weeks before each intake, tapering off as Search carried more of the budget. Geographic bid adjustments were layered on top to prioritise users physically within each target city.
Execution
City-specific landing pages were created for each location, with local course details, programme information, and an enquiry form above the fold. Ad copy used city-specific references to establish local relevance. We also built IDA's website as part of the engagement — giving the campaigns a strong destination that matched the quality of the ads. The campaign ran on a rolling basis across cities; we monitored CPL weekly and reallocated budgets from cities hitting target to those underperforming, maintaining consistent enquiry volume across all five markets.
Results
Consistent enrolment enquiry volume achieved across all five cities. The Google Search campaigns generated the highest-quality enquiries; the Meta Ads campaigns built awareness and fed the retargeting pool. Total enquiry volume across the campaign exceeded the client's enrolment targets in four of the five cities.