Search, split by intent
Ad Group 1 targeted online CA classes broadly for awareness; Ad Group 2 was carved out specifically for Pune at the client's request, since that market was underperforming for them elsewhere.
Ednovate: a real ₹16,000 budget, benchmarked against the industry, not a guess.
A five-person paid media flight across Google Search, YouTube, and Meta for a Mumbai EdTech brand — run on a real client budget with a real dashboard, and reported against the same benchmarks a bigger agency would use.
EdTechGoogle Search & YouTube AdsMeta AdsMumbai, India
ClientEdnovate — CA exam-prep EdTech
ChannelsGoogle Search, YouTube, Meta (Facebook + Instagram)
My roleLed the YouTube video campaign end to end; supported Search keyword research
Team5-person paid media team, one shared client
Live siteletsednovate.com
The challenge
Get an early-stage EdTech brand noticed, on a budget its competitors would spend in a day.
Ednovate trains CA (Chartered Accountancy) aspirants online, competing for the same students' attention as Byju's, Udemy, and established coaching institutes with budgets in a different league entirely. The brief was direct: improve brand awareness and clicks with a fixed ₹16,000 spend, split evenly between Google Ads and Meta, across a five-week flight.
With that little room for error, the plan had to earn attention efficiently from week one, not after a slow ramp-up — and the client wanted to see exactly where every rupee went.
The approach
Four campaigns, each built for a different job.
Rather than one generic push, spend was split by objective — search intent, video reach, and two competing Meta objectives — so we could see which mechanism actually earned the client's attention.
Video built for reach
A skippable YouTube ad ("Ednovate hai toh Mumkin hai") targeted at 18–30 year-olds — the exact window when students decide whether to pursue CA. This was the campaign I owned end to end.
Meta, tested head to head
Two Facebook/Instagram campaigns ran in parallel with different jobs — one for website traffic, one for lead generation — so we could see which converted attention into action for this specific audience.
What I did
Owned the video campaign; kept it improving every week.
My primary responsibility was the YouTube brand-awareness campaign: setting it up, checking performance against the account's own benchmarks weekly, and adjusting when the numbers said to. I also supported the Search team's keyword research, testing which phrases actually earned clicks versus which just burned impressions.
The search side of the campaign showed the clearest optimization story. Ad Group 1's average cost-per-click fell from ₹7.37 in week one to ₹1.31 by week four — an 82% decline — as we watched which keywords converted and cut what didn't.
The result
The video campaign beat the industry benchmark.
17%
Against a 15% industry-standard benchmark for skippable YouTube ads — called out in the campaign's own creative review as the best-performing ad in the flight.
₹0.31
Average cost per view across 6,070 views and 35,800 impressions, for a total video spend of ₹1,880.
−82%
Ad Group 1's average cost-per-click fell from ₹7.37 to ₹1.31 over four weeks of keyword and bid optimization.
100.4K
Impressions and 7,660 combined clicks/views delivered across Search and YouTube against a ₹16,000 total budget.
This was a five-person paid-media capstone project for a real client with a real budget and dashboards — not a solo engagement or a simulation. The numbers above are pulled directly from the campaign's final report; my individually-owned work was the YouTube video campaign, with a supporting role on Search keyword research.
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