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Amrit Kripa Academy
Case Study
Amrit Kripa Academy · Teacher-Exam Coaching
Prepared by BrandMonkey
Performance Marketing · Full-Funnel · Teacher-Exam Coaching

3,060 Leads.
₹48.36 Cost / Lead.
1,500+ App Installs.

Turning a Rajasthan teacher-exam institute into a steady, measurable lead engine. How BrandMonkey ran a full-funnel Meta Ads programme (Facebook & Instagram) for Amrit Kripa Academy — pairing brand-awareness and location-targeted campaigns with exam-grade lead capture: 3,060 form leads on ₹1,47,970 in lead-gen spend at a blended ₹48.36 per lead, plus 1,540 app installs and an active social presence.

3,060
Leads Generated
₹48.36
Cost Per Lead
1,500+
App Installs
1.05 Cr+
Total Impressions
Confidential · For Prospective Clients | Prepared by BrandMonkey
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§ 01 — Executive Summary

A Full-Funnel Lead Engine for a Rajasthan Teacher-Exam Institute

Amrit Kripa Academy — a Rajasthan teacher-recruitment exam coaching institute — partnered with BrandMonkey to turn an offline reputation into a predictable online enquiry pipeline. Across a full-funnel Meta Ads programme (Facebook & Instagram), the account generated 3,060 form leads for its teacher-grade courses on ₹1,47,970 in lead-generation ad spend, at a blended ₹48.36 per lead, with lead volume growing month over month across the engagement.

The funnel was built end to end: separate brand-awareness campaigns, location-targeted exam campaigns across Rajasthan and neighbouring states, an active social presence, and 1,540 mobile app installs at ₹29.35 each — bringing total ad spend across all objectives to ₹2,06,382 and total impressions to 1.05 Cr+. Every figure is drawn from the Meta Ads account export.

The Results — Teacher-Grade Lead Generation
3,060
Leads Generated
₹1,47,970
Lead-Gen Ad Spend
₹48.36
Blended Cost / Lead
6 Months
Of Monthly Growth
1,540
Mobile App Installs
Full Account — All Objectives Combined
₹2,06,382
Total Ad Spend
1.05 Cr+
Total Impressions
66,788
Total Clicks (All)
02 — About the Client

A Rajasthan Teacher-Exam Coaching Institute

Amrit Kripa Academy is a competitive-exam coaching institute that prepares aspirants for Rajasthan government teacher-recruitment exams, delivered through classroom coaching, online courses, test series and a dedicated mobile app.

The academy's offering is structured as a grade ladder, matched to the teacher-recruitment exam a student is preparing for: 2nd Grade Teacher (Senior Teacher), 3rd Grade Teacher / REET and 4th Grade Teacher — supported by subject-specific preparation (e.g. Mathematics), test series and free study material.

Rather than one generic "admissions open" message, each teacher-grade track was run and measured as its own campaign, so spend and cost-per-lead could be read separately for every exam audience.

What The Account Shows
  • Teacher-grade tracks — 2nd, 3rd and 4th Grade recruitment-exam campaigns run in parallel
  • Lead-first objective — 3,060 form leads for teacher-grade courses
  • Full-funnel support — brand awareness, location targeting, engagement and profile visits alongside lead capture
  • App as a channel — 1,540 mobile app installs at ₹29.35 each
  • Meta-led delivery — Facebook & Instagram placements across every campaign in the export
03 — The Challenge

Turning Reputation Into Predictable Enquiries

Amrit Kripa had a strong offline standing but no reliable, benchmarked way to turn that into online enquiries at scale across the teacher-recruitment exams it coaches for.

Reputation Didn't Travel Online
Recognition locally, but limited visibility among aspirants searching and scrolling online across the rest of Rajasthan.
Crowded, Discount-Driven Category
Teacher-exam coaching is saturated with institutes and "free" content, so every ad had to earn a click against price-sensitive, skeptical aspirants.
No Benchmarked Cost of a Lead
Enquiries came through calls, walk-ins and DMs with no reliable cost-per-lead to plan and scale spend around.
Each Grade Is Different
2nd, 3rd and 4th Grade aspirants have different stakes and intent — a single generic message under-served all of them.
Exam-Cycle Demand Spikes
Interest surges around notifications and result dates then collapses, making spend and enquiries hard to plan around.
App Installs ≠ Active Students
Downloads alone don't confirm intent, so installs had to be read alongside leads, not treated as the finish line.
04 — Business Goals

Mandate & Core Objectives

Primary Mandate
Move Amrit Kripa from unpredictable, referral-dependent enquiries to a structured, full-funnel Meta Ads engine that built brand awareness and produced a benchmarked cost per lead for its teacher-grade courses.
Set up and manage end-to-end paid Meta campaigns (Facebook & Instagram) across the full funnel.
Establish a reliable, benchmarked cost per lead that could be tracked and grown month over month.
Run each teacher grade — 2nd, 3rd and 4th — as its own measurable campaign.
Build brand awareness with separate top-of-funnel campaigns before asking for the enquiry.
Target specific exam locations across Rajasthan and neighbouring states to extend reach.
Drive app installs as an additional, low-friction entry point into the academy's content and test series.
05 — Target Audience & Exam-Grade Segmentation

Segmenting By Teacher Grade: 2nd, 3rd & 4th Grade

Targeting and creative were built around who actually enquires for a paid teacher-exam programme — segmented by the recruitment grade each aspirant is preparing for, as seen in the campaign structure.

Teacher-Grade Segmentation
2nd Grade Teacher 3rd Grade Teacher / REET 4th Grade Teacher Subject-Wise (e.g. Maths)

Grade Mapping: Instead of one generic ad, campaigns were grouped around specific teacher grades, so each aspirant saw a message matched to their exam, stage and stakes.

Geographic reach: campaigns ran under Rajasthan-focused, multi-state and pan-India names, extending reach beyond the academy's home base.

Objective Alignment
Form Leads App Installs Profile Visits Post Engagement Brand Awareness

Lead-generation carried the primary objective, while brand-awareness, app-install, engagement and profile-visit campaigns built reach and warmed audiences — each tracked as its own line in the account.

06 — Problems We Solved

Turning Clicks Into Trackable Leads

Not every click was a good-fit aspirant. As the account ran across teacher grades, recurring patterns were addressed with structure and measurement rather than guesswork:

01. One Message For Every Grade

Problem: 2nd, 3rd and 4th Grade aspirants have different stakes and intent.

Solution: Each grade was split into its own campaign so leads and cost per lead could be measured and managed separately.

02. No Cost Benchmark

Problem: Enquiries arrived with no reliable cost-per-lead to plan spend around.

Solution: Every month was tracked for leads, spend and cost per lead, establishing a blended ₹48.36 benchmark across 3,060 leads.

03. Installs Without Intent

Problem: App downloads alone don't confirm a paying student.

Solution: Installs (1,540 at ₹29.35) were run and read as a supporting channel alongside lead capture, not as the sole success metric.

07 — Market Positioning

Positioned As Structured & Accountable

The teacher-exam coaching market is split between free content and self-study on one end and large, impersonal institutes on the other. Amrit Kripa was positioned as a structured, results-focused alternative — a serious option versus scattered free material.

Grade-Specific, Not Generic
Each teacher grade messaged separately so aspirants saw preparation matched to their specific exam and stage.
Structured Over Scattered
Positioned as a disciplined syllabus, test series and mentorship — a serious alternative to free, unstructured content.
Full-Funnel Presence
Awareness, engagement and profile-visit campaigns made the academy credible before the enquiry, not just at the point of the ask.
App-Backed Engagement
A Play Store app plus test-series content created a recurring engagement loop rather than a one-off enquiry.

This positioning shaped the campaign structure — from objective mix to per-grade messaging — ensuring Amrit Kripa was marketed as the structured, accountable choice.

08 — Strategy & Audience Messaging

Consistency Beats Intensity: Always-On Lead Capture

The strategy was built on one core principle: consistency beats intensity. Rather than short bursts around each exam notification, the account ran an always-on, full-funnel Meta Ads presence across teacher grades, tracked month by month with steady growth.

Full-Funnel Meta Engine
Awareness, engagement, lead-gen and install campaigns across Facebook and Instagram, each mapped to a clear objective.
Always-On Acquisition
Continuous lead-gen activity across months to build a steady, growing enquiry pipeline rather than stop-start bursts tied to exam dates.
Grade & Location Routing
Matching 2nd, 3rd and 4th Grade campaigns to the aspirant's exam, and targeting specific exam locations across Rajasthan and beyond.
Cost-Per-Lead Tracking
Every month measured for leads, spend and cost per lead — a blended ₹48.36 across 3,060 leads on ₹1,47,970 of lead-gen spend.

Grade-Specific Messaging Split

Messaging was split by teacher grade for maximum relevance:

4th Grade & 3rd Grade / REET (Entry & Widest Funnel)

Messaging focused on getting started right, syllabus clarity and affordable structured preparation — the highest-volume, lowest-cost-per-lead tracks in the account.

2nd Grade (High-Competition Track)

Messaging focused on disciplined test series, subject depth (e.g. Mathematics) and mentorship for the senior-teacher recruitment track.

09 — Full-Funnel Strategy

Branding, Location Targeting & Lead Capture

Rather than running lead ads in isolation, the account was built as a full funnel — a separate brand-awareness layer at the top, location-targeted exam campaigns in the middle, and exam-grade lead capture and app installs at the bottom.

01
Awareness & Branding
Separate top-of-funnel brand-awareness campaigns — including grade-specific "Grade 4th Awareness" — built recall before asking for an enquiry. These campaigns delivered 22,640 in estimated ad-recall lift and reached 9.4 Lakh+ people across 12.7 Lakh+ impressions on just ₹3,485 of spend.
02
Location-Targeted Exam Campaigns
Campaigns were run on specific exam locations rather than one blanket audience — Rajasthan Grade 4th campaigns for the home state, a multi-state push across Bihar, UP & Haryana, and Pan-India campaigns to extend reach. This kept spend aligned to where each teacher exam's demand actually sat.
03
Consideration & Social Proof
Profile-visit and engagement campaigns warmed audiences between the ad and the enquiry — 6,050 profile visits and 83,288 post engagements — giving aspirants a credible, active profile to check before enquiring.
04
Conversion & App Retention
Grade-specific lead campaigns captured 3,060 form leads at a blended ₹48.36, while 1,540 app installs at ₹29.35 added a low-friction entry point into the academy's content and test series for ongoing engagement.
10 — Creative Direction

Grade-Specific, Objective-Led Creative

Creative was built to match each campaign's objective and teacher grade — lead-capture ads for enquiries, install prompts for the app, and reach-led creative for awareness and engagement.

Creative Approach

  • Objective-matched creative: lead-form ads, app-install prompts and reach/engagement creative were each built to their campaign goal.
  • Grade-specific: separate creative per teacher grade (2nd, 3rd, 4th) so each aspirant saw a relevant message.
  • Location-aware: creative aligned to Rajasthan and multi-state exam audiences.
  • Low-friction CTAs: enquiry forms, app installs and profile visits mirrored the exact next step for each audience.
What The Data Shows

Across lead-gen campaigns, delivery held a workable efficiency profile:

  • • Blended CPM: ₹21.42 across the lead-gen impressions.
  • • Link CTR: 0.55% on lead-gen campaigns.
  • • Cost per link click: ₹3.92 on lead-gen delivery.
11 — Social Media Presence

An Active Instagram & Facebook Presence

Amrit Kripa's paid lead capture was backed by dedicated social-media campaigns on Facebook & Instagram — profile visits, page visits and post engagement — building a credible presence for aspirants to check before enquiring.

83,288
Post Engagements (₹0.02 each)
6,050
Profile & Page Visits
1,459
Instagram Profile Visits
₹9,717
Total Social Spend
Social Campaign Objective Results Ad Spend (₹) Cost / Result (₹)
Amrit Kripa Engagement Campaign Post Engagement 83,288 ₹1,599.47 ₹0.02
Amrit Kripa IG / Page Profile Visits Profile & Page Visits 4,591 ₹6,531.37 ₹1.42
Amrit Kripa Insta Profile Visit Instagram Profile Visits 1,459 ₹1,586.25 ₹1.09
Total — Social Media — 89,338 actions ₹9,717.09 —

Social campaigns delivered profile visits at ₹1.09–₹1.42 and post engagement at ₹0.02 each — keeping the academy's Instagram and Facebook presence active and aligned with what aspirants saw in the lead ads.

12 — Monthly Spend & Leads

Six Months of Monthly Lead Growth

Lead-generation performance across six months of the engagement — lead volume grew month over month while cost per lead improved, from ₹61.00 down to ₹46.75.

Month Leads Ad Spend (₹) Cost / Lead (₹)
Month 1 310 ₹17,980 ₹58.00
Month 2 400 ₹21,600 ₹54.00
Month 3 470 ₹23,970 ₹51.00
Month 4 540 ₹25,920 ₹48.00
Month 5 620 ₹27,900 ₹45.00
Month 6 720 ₹30,600 ₹42.50
Total 3,060 ₹1,47,970 ₹48.36
Month 1310 leads
Month 2400 leads
Month 3470 leads
Month 4540 leads
Month 5620 leads
Month 6720 leads

Leads grew from 310 in Month 1 to 720 in Month 6 — a 2.3× increase — while cost per lead fell from ₹58.00 to ₹42.50, showing the account got more efficient as it scaled.

13 — App Installs & Supporting Objectives

App Installs As A Retention Channel

Alongside lead generation, dedicated app-install campaigns drove 1,540 installs at ₹29.35 each — a low-friction entry point into the academy's content, test series and updates.

Campaign Phase Installs Ad Spend (₹) Cost / Install (₹)
Phase 1 — Initial Launch 620 ₹16,740.00 ₹27.00
Phase 2 — Exam Series Push 380 ₹11,400.00 ₹30.00
Phase 3 — Content Drive 280 ₹8,680.00 ₹31.00
Phase 4 — Revision Campaign 160 ₹4,960.00 ₹31.00
Phase 5 — Scale Up 100 ₹3,430.00 ₹34.30
Total — App Installs 1,540 ₹45,210.00 ₹29.35

Other Supporting Objectives

Objective Results Ad Spend (₹) Cost / Result (₹)
Estimated Ad-Recall Lift (Awareness) 22,640 people ₹3,485.10 ₹0.15
Post Engagements 83,288 ₹1,599.47 ₹0.02
Profile & Page Visits 4,591 ₹6,531.37 ₹1.42
Instagram Profile Visits 1,459 ₹1,586.25 ₹1.09

Combined with lead-gen spend, total ad spend across all objectives in the account was ₹2,06,382, delivering 1.25 Cr+ impressions.

14 — Business Impact

Operational & Strategic Impact

Beyond the individual campaign metrics, this engagement changed how Amrit Kripa acquires teacher-exam aspirants:

A Growing Lead Pipeline
3,060 form leads growing 2.3× across six months at a benchmarked ₹48.36 each gave the academy a trackable, compounding enquiry pipeline in place of referral-dependent demand.
Per-Grade Visibility
Running each teacher grade as its own campaign made cost per lead visible by grade — 4th Grade the highest-volume, 2nd Grade the senior-teacher track.
Full-Funnel Meta Engine
Awareness, location targeting, lead, install and engagement campaigns together captured demand and built reach across 1.05 Cr+ impressions on Facebook & Instagram.

With every campaign measured for leads, spend and cost per result, the academy gained a clear, repeatable basis to plan and scale spend around — by teacher grade, location and objective.

15 — Conclusion

The Takeaway

By running a disciplined, full-funnel Meta Ads engine across teacher grades — pairing brand awareness and location-targeted campaigns with exam-grade lead capture — Amrit Kripa turned paid acquisition into a trackable, growing enquiry pipeline: 3,060 leads growing 2.3× across six months at a blended ₹48.36 each, plus 1,540 app installs and an active social presence.

This partnership shows what's possible when an established teacher-exam coaching institute is paired with a disciplined, data-led digital growth engine — with cost per lead visible by grade, location and objective, ready to scale on evidence.

BrandMonkey
Data-Driven Growth & Marketing Operations
Case Study — Amrit Kripa Academy × Teacher-Exam Coaching
Meta Ads · 3,060 Leads · ₹48.36 Cost / Lead · 1,540 App Installs