Challenges

  • Declining Lead Quality

  • Not so effective Digital Marketing Strategies

  • High Cost Per Lead (CPL)

  • Low Organic Traffic : Guiders Education had very less organic traffic, relying solely on direct sources. Despite offering top aviation, logistics, and accounting courses, its online visibility remained weak, limiting student reach.

  • Poor SEO Performance : Zero visibility in search results and keywords, leading to extremely low organic traffic

  • Underutilised Google Business Profile :Low visibility in local searches, resulting in fewer calls and inquiries.

  • Inefficient PPC Campaigns

  • Limited Social Media Engagement

  • Stagnant Growth

BUSINESS & PROBLEM STATEMENT

Guiders Education, a leading education & training institute having centres at Kochi and Thrissur, Kerala, specializes in programs such as Aviation, Logistics and Accounting. Known for its reputation as one of the top institutions in Kerala, the academy relied heavily on digital marketing to source leads for its courses. However, post-pandemic, the quality of leads significantly declined, resulting in a decrease in new admissions. By May 2023, the institution faced challenges in sustaining its growth and sought assistance from Leadmetrics to address this critical issue.

ANALYSIS & FINDINGS                            

After commencing engagement with Guiders Education in mid-May 2023, Leadmetrics identified that the core issue was not related to the industry itself. Instead, competitors had surpassed Guiders Education due to ineffective digital marketing strategies. Specifically, the quality of the existing campaigns and the resource competence were insufficient, leading to suboptimal results.

                                                                       

PROPOSAL & IMPLEMENTATION

To address these challenges, Leadmetrics developed a customized digital marketing strategy tailored to the unique requirements of Guiders Education. The focus was directed toward the following key channels:

                                                                       

  • Performance Marketing

  • Website & SEO Optimization

  • Google Business Profile Management

  • Content Marketing

  • Social Media Marketing (with a special emphasis on Facebook and Meta platforms)

                                                                                                                       

The initial phase prioritized Performance Marketing, given its ability to quickly generate high-quality leads. Although Guiders Education had already invested in PPC campaigns, early optimizations made a significant impact. By refining targeting, ad copy, and keyword strategies, Leadmetrics successfully:
Doubled and later tripled the count of quality leads. Ensured Guiders Education consistently ranked as the top performer on Google Ads tools.

RESULTS & METRICS

Lead Generation:

The quality of leads improved dramatically, increasing from 10% to an average of 85%   across all verticals, including Aviation and Logistics programs.

Cost per Lead (CPL):

Aviation Campaign: CPL reduced by an impressive 62% in July 2024.

Logistics Campaign: CPL dropped by 46.94% in December.

Website Traffic:

Organic Traffic Growth: The website experienced a 83% surge in traffic within a year, demonstrating the success of SEO strategies.

New Organic Users: The number of new organic users rose by 82.4%, significantly boosting engagement and conversions.

AT A GLANCE

Benefits

Enhanced Lead Quality: Lead quality improved dramatically from 10% to 85%, ensuring that the leads generated were more likely to convert into admissions.

Reduced Cost Per Lead (CPL);

Aviation Campaign: CPL reduced in July 2024 by 62%, from ₹407.63 to ₹155.56.

After a spike in August 2024, the campaign saw a continuous decline in CPL, stabilizing between 115 to 146 from Nov 2024 to December 2024.

Optimization Yielding Positive Results

Logistics Campaign: Despite a sharp increase in August 2024 (CPL shas been dropped by 46.04%).

Increased Organic Traffic: The website experienced a 81.3% surge in organic traffic in 2024 compared 2023, significantly boosting visibility and engagement.

Growth in New Organic Users: New organic users increased by 82.4%, contributing to higher conversions and brand awareness compared to 2023

Improved Google Ads Performance: Effective Campaign Optimisation: Refined targeting, ad copy, and keyword strategies led to a tripling of quality leads.

Stronger Digital Presence

Higher Engagement on Social Media

Sustained Business Growth: The overall improvements in lead generation, cost efficiency, and traffic growth helped Guiders Education sustain and grow its admissions post-pandemic.

CONCLUSION

Lead Generation:

By leveraging targeted digital marketing strategies and optimizing key channels, Leadmetrics successfully revitalized Guiders Education's digital presence. The outcomes included a substantial improvement in lead quality, significant cost reductions in lead generation, and robust growth in organic website traffic. These results underscore the importance of strategic digital marketing in driving measurable business growth and maintaining a competitive edge.

Testimonials

LeadMetrics innovative approach ensured measurable growth in impressions and leads, making every campaign feel tailored and impactful. If you’re looking for a partner who blends AI innovation with digital marketing excellence to drive results quickly, look no further!

Riya Cherian

Director Academics