Case Study
Scaling a Diverse Online Course Business with a Full-Funnel Meta Ads Strategy
Client Overview
Our client is a leading provider of diverse online learning programs, offering certifications across corporate, coaching, teaching, and wellness domains. While they had a healthy marketing budget and a strong content foundation, they struggled for over a year to find the right partner to scale their paid ad efforts.
The Challenge
Before working with us, the client had:
- Worked with two different agencies; both failed to generate quality leads
- Tried building an internal team, which also didn’t yield results
- Relied heavily on Meta lead form campaigns, with a one-size-fits-all approach across all courses
Despite investing time and resources, lead quality remained poor, lead volumes were inconsistent, and ad ROI was negative.
The Solution
We identified the core issue: each course had a unique audience, but their ad strategy didn’t reflect that. So, we started with a deep-dive analysis and built a customized, multi-layered strategy:
What We Did:
- Analyzed historical ad account data of over 50,000 leads
- Identified and built 5 buyer personas for 5 core courses
- Designed separate campaign funnels per persona
- Run Multiple Campaign Types:
- Instant Form Lead Generation
- Website Visit Campaigns
- Click to WhatsApp Ads
- Remarketing (Custom + Lookalike Audiences)
Technical Optimizations:
- Created custom and lookalike audiences from cleaned CRM data
- Tested multiple campaign types per course and adapted based on results
- Developed multiple ad sets & ad creatives to cater to different audience segments
- Scaled high-performing ad sets and eliminated underperforming ones
- Regularly synced with the client’s sales team to refine targeting & messaging
The Results (Sept 2024 – Mar 2025)
Total Leads Generated:
15,637
Total Ad Spend
₹12,45,092
Average Lead Value
₹680
Total Revenue Generated
₹1,06,33,160
Overall ROAS
854%
Lead quality and conversion rates improved steadily month-over-month as both new and older leads started converting.
Before & After Snapshot
| Metric | Before Working With Us | After 7 Months With Us |
|---|---|---|
| Lead Quality | Poor | High & Relevant |
| Campaign Variety | Single Type (Instant Forms) | Multi-Campaign Funnel |
| Monthly ROAS | Negative | 854% and growing |
| Audience Targeting | Generic | Persona-Based & Segmented |
| Lead Volume | Low & Inconsistent | 2,000–2,500+/month |
Scroll the table above to view more information
Screenshots
Key Learnings
Managing such a diverse business required a custom strategy per product, agile campaign execution, and tight coordination with their sales feedback loop. The varied approach not only improved results but solved the core problem previous agencies couldn’t: relevance.
What’s Next?
We continue to optimize their Meta ads ecosystem while preparing to test additional funnel stages like lead nurturing and email retargeting. The client is scaling, and we’re scaling with them.
Industries Like This We Can Help
- Online Education & Coaching
- Corporate Wellness & Consulting
- SaaS
- Franchise & Licensing Models
Testimonial of the Client
Owner of Book My Farmhouse
Working with Exponentials has been a turning point for us. We had struggled for a long time to get results from paid ads, and honestly, we were hesitant to try again. But their team took the time to understand our business and built a strategy that actually made sense. Within just a few weeks, we started seeing better leads, and over time, the results have only gotten stronger. What I really appreciate is their clarity, their responsiveness, and how involved they are in improving things week after week. We finally feel like our ad budget is being used the right way.
Your Business Could Be Our Next Success Story!
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