The Brief
Ytepaper Career Counselling runs education and career guidance programmes across locations pan India. The challenge is endemic to education marketing: the buyer (the student or their family) is price-sensitive, the decision involves multiple stakeholders, and the conversion cycle is long. They needed a lead generation system that produced enough volume to fill cohorts reliably at scale — not a regional one-off campaign, but a consistent national pipeline.
Our Approach
We identified two core audience segments: students in the 18–24 age bracket actively looking for vocational and career paths, and parents of students in the same bracket who were the actual financial decision-makers. Each segment required a different message and a different platform. Students were most accessible via Meta Ads targeting interests around career development and vocational education, scaled nationally with state-level creative variants. Parents were more accessible via search (Google Ads targeting course queries across India) and via WhatsApp, where family-oriented decisions are often discussed.
Execution
We built a Meta Ads campaign targeting students with aspiration-led messaging (career outcomes, earning potential, employment rate) scaled across India with geo-segmented ad sets, and a Google Ads campaign targeting high-intent search queries from parents researching courses nationally. Both campaigns drove to a short lead form, after which leads entered an automated WhatsApp follow-up sequence that addressed the most common objections (cost, placement rate, course duration) in a structured, parent-friendly format. The follow-up sequence was critical — in education marketing, the first follow-up rarely converts. The sequence ran for 21 days, with touchpoints spaced to avoid fatigue. We also built and maintained Ytepaper's website as part of the engagement.
Results
5,000 leads generated across India with a 12% conversion rate — meaning 1 in 8 leads enrolled. The WhatsApp follow-up sequence achieved a 34% response rate and contributed a significant share of final enrolments. The campaign scaled successfully beyond its original regional scope, running continuously with monthly optimisation cycles.