Education marketing carries a weight most categories don’t. A parent isn’t comparing prices  they’re deciding who shapes their child’s most academically important years. That’s the challenge Social Scoop took on with VRaZ Academy, a coaching institute preparing students for IIT-JEE, NEET, MHT-CET, and foundation exams across four locations, in a five-month campaign built around lead generation for coaching institutes.

The Challenge: Volume and Trust, Sustained Over Five Months

With centers spanning an established market like Thane and a newer one in Palava still building local awareness, a single generic campaign wasn’t going to work. VRaZ needed a strategy that generated volume across locations while building the credibility that gets a parent to actually pick up the phone  sustained over nearly five months, not a short promotional burst.

The Approach: Five Meta Campaigns, Three Google Campaigns

This is where the campaign becomes a genuinely instructive Meta Ads for education sector playbook. Five purpose-built Meta campaigns handled different jobs: a broad Lead Gen campaign across all locations, a dedicated Lead Gen push for the newer Palava center, separate retargeting campaigns for Palava and Thane school audiences, and an always-on Engagement campaign feeding the retargeting pool for everything else.

On Google, the strategy reflected a similarly deliberate retargeting campaign strategy and channel mix: a GMB Performance Max campaign for local discovery in Palava, a dedicated Search campaign for high-intent queries, and a Leads Gen Performance Max campaign optimized purely for conversion volume  a genuine Google Ads Performance Max case study in its own right.

The Results

Over five months, the Meta campaigns generated 225 leads, reaching 2 million+ users with 5.3 million+ impressions. The Engagement campaign alone drove over 1 million interactions at a low CPM, strengthening the remarketing pool behind every other campaign.

Google delivered 148 conversion events from 266K+ impressions, with the Leads Gen Performance Max campaign alone contributing 111 conversions at very low cost  while a much smaller Search campaign converted at rates as high as 60% on niche queries, proving that scale and intent quality are two different jobs.

The Creative Insight: Video vs Static Creative Performance

Perhaps the most valuable finding from this coaching institute digital marketing campaign was creative, not just structural. In the broad, cold-audience campaign, the Student Testimonials Video was the strongest performer with 46 leads  video content clearly outperforming static creative there. But in the Palava and Thane retargeting campaigns, static creatives like “Expectations & Reality” and “Student Rank & College” won instead.

The takeaway: video builds trust with cold audiences, while result-focused static creative closes already-warm, retargeted ones. Neither format is universally better  they play different roles in the funnel.

Why It Matters

The VRaZ Academy campaign is a strong example of what disciplined multi-location lead generation strategy looks like for any IIT-JEE NEET marketing agency or coaching brand  different locations, different retargeting audiences, and different creative formats, each treated as its own problem rather than folded into one blended push.

Running a coaching institute or education brand that needs enquiries, not just impressions? Get in touch with Social Scoop, Mumbai’s full-service digital marketing agency for education marketing and performance marketing.

Running a coaching institute or education brand that needs enquiries, not just impressions? Get in touch with Social Scoop, Mumbai’s full-service digital marketing agency for education marketing, performance marketing, and lead generation, and let’s build a strategy tailored to every location and audience your brand needs to reach.