Meta Ads campaign · Education, NEET notes
Instagram DMs in. A structured ads funnel out. Here is the campaign.
Sushruta LGS sells handcrafted hard copy notes to NEET UG and PG aspirants. Growth was capped by follower count and every order lived inside a DM thread. KoderXpert built the Meta Ads engine that carried the brand to 300+ qualified inquiries and 2.35X return on ad spend.
Strategy, creative and campaign management by KoderXpert Technologies Pvt. Ltd.
Performance marketing & Odoo Ready Partner · Ahmedabad & Gandhinagar, India
- Client
- Sushruta LGS
- Industry
- Education, NEET notes sales
- Product
- Physical hard copy study notes
- Platform
- Meta Ads, Facebook & Instagram
- Headline result
- 2.35X return on ad spend
- Published
- , updated
01 · Overview
The 30-second version
- Sushruta LGS writes and prints topic wise hard copy notes with detailed diagrams for NEET UG and PG aspirants, shipped PAN India by courier.
- Demand arrived only through Instagram organic reach and manual DMs, so sales rose and fell with each post instead of with a plan.
- KoderXpert built a segmented Meta Ads funnel, video creatives that show the product, a conversion landing page and a WhatsApp checkout path, then tuned it weekly to 2.35X return on ad spend.
02 · The challenge
Organic reach is a ceiling, not a channel
Every problem below came from the same root cause. There was nothing between a student discovering the brand and a founder typing a reply at midnight.
Growth capped by follower count
Reach never travelled past people who already followed the page, so new aspirants across India simply never saw the notes.
The cost → a market of 25 lakh aspirants, untouchedOrders buried in DM threads
Every sale needed a manual conversation. Enquiries got lost, follow ups ran on memory, and nothing was countable.
The cost → revenue that could not be forecastA product nobody could touch
Paper quality, page thickness and diagram detail are the whole pitch, and a static feed post proves none of it to a sceptical buyer.
The cost → browsers who never became buyersPosts, not a funnel
There was no path from first impression to purchase. Cold, warm and ready to buy students all received exactly the same message.
The cost → every buyer treated like a strangerNo audience data to reuse
Without a pixel or custom audiences, every rupee started from zero. Interest shown last week could not be acted on this week.
The cost → paying cold prices twiceSpend with no line back to sales
Occasional boosted posts produced likes and saves. Nobody could say which rupee turned into a courier packet leaving the building.
The cost → decisions made on a feelingthe notes were never the problem, the pipe was
03 · Before vs after
Drag the handle. Watch the acquisition model change.
Left is how the brand sold before the engagement. Right is what replaced it.
- ✗Relying only on Instagram organic reach
- ✗Orders through manual DMs, unpredictable week to week
- ✗No structured advertising funnel
- ✗Limited reach outside existing followers
- ✗No retargeting and no audience data
- ✗No way to link spend to an actual order
- ✓Structured Meta Ads driving consistent daily traffic
- ✓300+ qualified inquiries attributable to campaigns
- ✓Profitable cold to warm to hot retargeting funnel
- ✓Reach expanded to NEET aspirants nationally
- ✓Custom audiences built, owned and reused
- ✓Every inquiry traceable to a campaign and a creative
drag the orange handle, or use the arrow keys ✨
04 · Goals
What the campaign had to achieve
Six goals agreed in the discovery call, each written so it could be checked against a number later. Hover any card to tick it off.
Reach aspirants beyond the follower list. Put the notes in front of NEET UG and PG students nationally, not only people who already knew the brand.
Speak to UG and PG separately. Different syllabus, different exam pressure, different objections. One shared message was leaving money on the table.
Prove note quality before the click. Show real pages, real thickness and real diagram detail so trust is built inside the ad, not after it.
Make ordering a single tap. Remove every step between wanting the notes and starting a conversation the founder can actually close.
Bring cost per inquiry down month on month. Treat efficiency as a target, not a byproduct, so the same budget buys more conversations over time.
Build an audience asset that compounds. Every visitor, video viewer and profile engager should become reusable inventory for the next campaign.
05 · What we delivered
Six blocks that turned attention into orders
Each block was built to fix one named failure from section 02, then measured on its own terms.
Hyper segmented targeting
Separate ad sets for NEET UG and NEET PG aspirants, with interest layering across coaching centres, medical prep communities and repeat attempt cohorts.
two audiences, two conversationsCustom video creatives
Authentic video ads showing note quality, page thickness, sample content pages and student testimonials, shot to answer the doubts a buyer types into a DM.
show the paper, skip the pitchConversion landing page
A single purpose page carrying syllabus coverage, sample spreads, pricing clarity and shipping answers, built to load fast on a student phone and a patchy connection.
one page, one jobWhatsApp CTA integration
A prefilled WhatsApp message on every call to action, so the student never has to explain who they are or which notes they want.
zero typing, instant threadRetargeting funnel
Warm audience retargeting across site visitors, video viewers and profile engagers, served social proof and bundle offers instead of a repeat introduction.
the follow up nobody forgetsWeekly optimisation loop
A standing review of spend, creative fatigue and cost per inquiry, with A/B tests queued so every week starts smarter than the last.
boring rhythm, unboring resultsAudience split board
watch one cohort sort itself, then sort it your way
The mixed audience separates into the two ad sets on its own the first time you scroll here. After that it is yours. Switch an ad set off to see the reach it carries, and toggle the interest layers to watch students drop in and out of targeting. Sizes are built from the real market: about 22.7 lakh candidates registered for NEET UG 2025 with the National Testing Agency, against roughly 2.3 lakh for NEET PG under NBEMS.
Two creatives running, one written for each exam
Shown to every interest layer06 · Campaign architecture
How the funnel actually works
The deep dive into structure. This is the part that stays useful after the creatives are swapped out.
Three stages, three jobs
Top of funnel earns attention from cold NEET aspirants. Middle of funnel answers the quality question with proof. Bottom of funnel removes friction and asks for the order.
- Cold prospecting on interest and behaviour stacks
- Warm retargeting on video viewers past 50 percent and landing page visitors
- Hot retargeting on WhatsApp openers, cart intent and past buyers
Account structure
One campaign per funnel stage, ad sets split by exam segment, creatives rotated inside each ad set. Budget decisions never require rebuilding anything.
- Ad set naming carries stage, segment and creative family
- Learning phase protected by consolidating small duplicate sets
- Segment level reporting available without custom breakdowns
The creative system
Creative is treated as a testable variable rather than a one off asset. Every video follows a hook, proof, offer pattern so results can be compared honestly.
- Hooks written against one specific student objection
- Proof section always shows real pages in hand
- Static variants cut from video frames for cheap frequency control
Budget allocation logic
The majority of spend holds the top of funnel wide so the retargeting pools never run dry, with the remainder working the warm and hot pools where returns are highest.
- Prospecting sized to keep audience pools refilling weekly
- Retargeting capped so frequency stays comfortable
- Scale decisions taken on cost per inquiry, not on clicks
Offer and bundle ladder
Single subject notes open the relationship, full syllabus bundles raise the order value to an average of around ₹4,000, and new module launches give the retargeting pool a reason to hear from the brand again.
- Entry offer sized for a student budget
- Bundle framed against the cost of a coaching module
- Module launches reused as warm audience campaigns
Funnel builder
it pours itself first, then you hold the budget
On your first visit the campaign spends itself from zero up to the real budget and every stage fills in sequence. Once it settles, drag the budget slider and every stage recalculates on this campaign's own rates: ₹150 CPM, 0.78% link click rate, 2.7% of landing page visits becoming a WhatsApp inquiry, and 42% of inquiries becoming an order at a ₹4,000 average value.
past ₹2,12,000 the funnel is a projection the rest is measured
07 · How we built it
Three weeks from briefing to a funnel that pays for itself
Discovery through launch ran across three weeks. Optimisation never stopped.
Discovery and audience research week one
Client briefing, goal alignment and a working map of who actually buys NEET notes. We read competitor ad libraries to find what the category was already saying, so the brand would not sound like everyone else.
Funnel and budget design two days
Cold to warm to hot mapped out on paper first, with the budget split, audience definitions and the exit condition for each stage agreed before a single ad was built.
Creative production one week
Scripted and shot custom video ads showing real note spreads, page thickness and student testimonials, then cut segment specific versions for the UG and PG ad sets.
Landing page and WhatsApp CTA four days
Built the conversion page, wired the prefilled WhatsApp deep links, then tested the whole path on a mid range Android handset over mobile data before anything went live.
Launch and learning phase week three
Campaigns launched with budgets held steady long enough for delivery to stabilise, resisting the urge to edit ad sets while Meta was still learning.
Weekly optimisation every Monday since
Performance review, creative fatigue check, retargeting refresh and the next A/B test queued. This is the step that produced the 40 percent drop in cost per acquisition.
The one tap order path
watch it tap once, then you choose
The first run happens on its own: the hand taps the call to action, the prefilled message types itself and the founder replies. After that, choose any of the three buttons below to send a different prefilled message and watch the thread rebuild. This is the exact friction we removed between an ad and an order.
08 · Measurement notes
The plumbing behind the numbers
A campaign is only as honest as its tracking. This is what sits under every figure quoted on this page.
Pixel and server side events
Browser pixel paired with server side event forwarding through the Conversions API, so conversions survive blocked scripts and short lived sessions. Both paths share an event ID to prevent double counting.
- Standard events for view content, lead and contact
- Deduplication keyed on a shared event identifier
- Domain verified before any aggregated event configuration
What counts as an inquiry
An inquiry means a WhatsApp thread opened by a real student with a stated product interest. Bots, duplicates and existing customers were removed before reporting, which is why 300+ is a defensible figure and lower than the raw platform count.
- Deep link parameters carry campaign, ad set and creative
- Duplicate numbers merged inside the same reporting window
- Existing buyers tagged so repeat orders are not counted as new
Audience assets we built
The engagement left behind reusable inventory, which is the part that keeps working after a campaign ends. Every pool refreshes on a rolling window so it never goes stale.
- Site visitors segmented by page depth
- Video viewers past 50 percent and 75 percent
- Instagram and Facebook engagers, plus a buyer seed for lookalikes
Testing protocol
One variable at a time, a fixed minimum spend before any verdict, and a written note on what was learned. Tests that reduced cost per inquiry moved into the always on set.
- Hook tests run before creative format tests
- Audiences tested only after a winning creative exists
- Losing variants archived with the reason, not deleted
Reconciled against real dispatch
Platform reported results were checked weekly against orders actually packed and couriered. The ₹5,00,000 quoted here reflects goods that shipped, not clicks that looked promising.
- Weekly reconciliation between ad reports and the order log
- Offline orders influenced by ads noted separately
- Reported revenue held to what the client could verify
Retargeting, and the cost of forgetting
first lap runs itself, then flip the switch
Each dot is a student who saw an ad and did not buy on day one. The first orbit plays automatically with retargeting on, so you can watch warm visitors get pulled back in. Then use the switch to turn retargeting off: the same visitors drift away and the cost per inquiry meter climbs from ₹707 back to ₹1,178, which is the 40 percent the funnel was saving.
09 · The impact
What the spend bought
Two months of campaign, reconciled against the client's own order log.
- Scaled into a profitable, self sustaining sales funnel
- Both offline and online orders increased consistently
- Product line expanded with two new note modules
- Audience data now owned and reusable at lower cost
every rupee traced to a packet that shipped
10 · The stack
What this campaign runs on
Nine layers, each one owned by the client at the end of the engagement.
KoderXpert completely transformed how we reach our students. Before working with them, we were struggling with DMs and word of mouth. Their Meta Ads campaign brought us 300+ genuine inquiries in just a few months, students who actually wanted our notes, not just window shoppers. The WhatsApp funnel they set up made converting leads feel effortless. Our revenue crossed ₹5 lakhs and we have since added two new note modules to keep up with demand. We could not be happier.
11 · FAQ
Questions people ask before starting a campaign like this
The campaign generated ₹5,00,000 in revenue on ₹2,12,000 of ad spend, a return of 2.35X, along with more than 300 qualified inquiries from NEET UG and PG aspirants. Cost per acquisition fell by 40 percent through retargeting, and the client expanded the product line with two new note modules to meet the demand.
They work when the creative can prove the product. Physical notes cannot be judged from a text description, so video ads showing real pages, paper thickness and diagram detail do the persuading a photo cannot. Pair that with a low friction ordering path and the format suits Indian education buyers well, because most of them are already browsing on Instagram on a phone.
They are two different buyers. Around 22.7 lakh candidates registered for NEET UG 2025 with the National Testing Agency, against roughly 2.3 lakh for NEET PG under NBEMS, and the PG cohort is largely interns and working doctors preparing under time pressure against a different syllabus. Separate ad sets let each group receive creative written for its own objection, and let us see which segment produces cheaper inquiries instead of hiding both inside one average.
Indian buyers of a considered product usually want to ask something before paying, and a cart offers nowhere to ask it. A prefilled WhatsApp message turns the ad click into a conversation the founder can close, with the student's product interest already written into the first line. For this brand it removed the entire gap between interest and a real order.
Most students research for several days before buying study material, so a single impression rarely closes anything. Retargeting reaches people who already watched the video or opened the landing page, which means the brand stops paying cold prices to reintroduce itself. Blended cost per inquiry fell from roughly ₹1,178 before the warm pools existed to ₹707 across the campaign.
Honest, close up and unpolished beats cinematic. The best performing ads in this campaign opened with a specific student objection, answered it by physically flipping through the notes on camera, then closed with a clear offer. Studio gloss reads as an advertisement, while a real hand turning a real page reads as proof.
Enough to let the platform learn before you judge the result, which usually means a steady daily budget held for two to three weeks rather than a large one week burst. This campaign reached its measured 2.35X across roughly ₹2,12,000 of spend. A smaller start is workable, but the real constraint is consistency and creative volume rather than the size of the first cheque.
Every call to action carries campaign parameters through the landing page into the prefilled WhatsApp message, so the source arrives attached to the conversation. Platform reporting is then reconciled weekly against the client's actual order log, and duplicates or existing customers are removed before anything is counted. That is why the inquiry figure quoted here is lower than the raw platform number.
It is built to survive platform change rather than depend on one feature. Server side event forwarding keeps conversions reporting when browser tracking is restricted, first party audiences reduce reliance on interest targeting, and the creative system means a fresh ad can be produced without rebuilding the account. When Meta changes a rule, the work is an adjustment rather than a rebuild.
The real risk is spending before the path to purchase is ready, so we build in the safe order: landing page, tracking and reply capacity first, then a small validation spend, then scale only once cost per inquiry is known. Organic selling continues untouched during the process, so nothing that already works is switched off to make room for the test.
For Sushruta LGS, discovery through launch ran across roughly three weeks, with creative production and the landing page taking most of that time. Optimisation is continuous after launch, and the meaningful efficiency gains, including the 40 percent drop in cost per acquisition, arrived over the following weeks of testing rather than on day one.
Because we build the whole path, not only the ads. On this engagement we produced the creative, built the landing page, wired the tracking and the WhatsApp funnel, then ran the weekly optimisation that turned a first result into a repeatable one. If you sell something real and want the number at the end to be defensible, talk to a KoderXpert consultant and we will map your funnel before quoting anything. You can also see what our digital marketing and SEO services cover.
Selling a real product through your inbox?
Tell us what you sell and who has to believe you before they buy. KoderXpert will map the funnel, the creative and the tracking around that, not around a package.
Meta Ads campaign · Education, NEET notes
Instagram DMs in. A structured ads funnel out. Here is the campaign.
Sushruta LGS sells handcrafted hard copy notes to NEET UG and PG aspirants. Growth was capped by follower count and every order lived inside a DM thread. KoderXpert built the Meta Ads engine that carried the brand to 300+ qualified inquiries and 2.35X return on ad spend.
Strategy, creative and campaign management by KoderXpert Technologies Pvt. Ltd.
Performance marketing & Odoo Ready Partner · Ahmedabad & Gandhinagar, India
- Client
- Sushruta LGS
- Industry
- Education, NEET notes sales
- Product
- Physical hard copy study notes
- Platform
- Meta Ads, Facebook & Instagram
- Headline result
- 2.35X return on ad spend
- Published
- , updated
01 · Overview
The 30-second version
- Sushruta LGS writes and prints topic wise hard copy notes with detailed diagrams for NEET UG and PG aspirants, shipped PAN India by courier.
- Demand arrived only through Instagram organic reach and manual DMs, so sales rose and fell with each post instead of with a plan.
- KoderXpert built a segmented Meta Ads funnel, video creatives that show the product, a conversion landing page and a WhatsApp checkout path, then tuned it weekly to 2.35X return on ad spend.
02 · The challenge
Organic reach is a ceiling, not a channel
Every problem below came from the same root cause. There was nothing between a student discovering the brand and a founder typing a reply at midnight.
Growth capped by follower count
Reach never travelled past people who already followed the page, so new aspirants across India simply never saw the notes.
The cost → a market of 25 lakh aspirants, untouchedOrders buried in DM threads
Every sale needed a manual conversation. Enquiries got lost, follow ups ran on memory, and nothing was countable.
The cost → revenue that could not be forecastA product nobody could touch
Paper quality, page thickness and diagram detail are the whole pitch, and a static feed post proves none of it to a sceptical buyer.
The cost → browsers who never became buyersPosts, not a funnel
There was no path from first impression to purchase. Cold, warm and ready to buy students all received exactly the same message.
The cost → every buyer treated like a strangerNo audience data to reuse
Without a pixel or custom audiences, every rupee started from zero. Interest shown last week could not be acted on this week.
The cost → paying cold prices twiceSpend with no line back to sales
Occasional boosted posts produced likes and saves. Nobody could say which rupee turned into a courier packet leaving the building.
The cost → decisions made on a feelingthe notes were never the problem, the pipe was
03 · Before vs after
Drag the handle. Watch the acquisition model change.
Left is how the brand sold before the engagement. Right is what replaced it.
- ✗Relying only on Instagram organic reach
- ✗Orders through manual DMs, unpredictable week to week
- ✗No structured advertising funnel
- ✗Limited reach outside existing followers
- ✗No retargeting and no audience data
- ✗No way to link spend to an actual order
- ✓Structured Meta Ads driving consistent daily traffic
- ✓300+ qualified inquiries attributable to campaigns
- ✓Profitable cold to warm to hot retargeting funnel
- ✓Reach expanded to NEET aspirants nationally
- ✓Custom audiences built, owned and reused
- ✓Every inquiry traceable to a campaign and a creative
drag the orange handle, or use the arrow keys ✨
04 · Goals
What the campaign had to achieve
Six goals agreed in the discovery call, each written so it could be checked against a number later. Hover any card to tick it off.
Reach aspirants beyond the follower list. Put the notes in front of NEET UG and PG students nationally, not only people who already knew the brand.
Speak to UG and PG separately. Different syllabus, different exam pressure, different objections. One shared message was leaving money on the table.
Prove note quality before the click. Show real pages, real thickness and real diagram detail so trust is built inside the ad, not after it.
Make ordering a single tap. Remove every step between wanting the notes and starting a conversation the founder can actually close.
Bring cost per inquiry down month on month. Treat efficiency as a target, not a byproduct, so the same budget buys more conversations over time.
Build an audience asset that compounds. Every visitor, video viewer and profile engager should become reusable inventory for the next campaign.
05 · What we delivered
Six blocks that turned attention into orders
Each block was built to fix one named failure from section 02, then measured on its own terms.
Hyper segmented targeting
Separate ad sets for NEET UG and NEET PG aspirants, with interest layering across coaching centres, medical prep communities and repeat attempt cohorts.
two audiences, two conversationsCustom video creatives
Authentic video ads showing note quality, page thickness, sample content pages and student testimonials, shot to answer the doubts a buyer types into a DM.
show the paper, skip the pitchConversion landing page
A single purpose page carrying syllabus coverage, sample spreads, pricing clarity and shipping answers, built to load fast on a student phone and a patchy connection.
one page, one jobWhatsApp CTA integration
A prefilled WhatsApp message on every call to action, so the student never has to explain who they are or which notes they want.
zero typing, instant threadRetargeting funnel
Warm audience retargeting across site visitors, video viewers and profile engagers, served social proof and bundle offers instead of a repeat introduction.
the follow up nobody forgetsWeekly optimisation loop
A standing review of spend, creative fatigue and cost per inquiry, with A/B tests queued so every week starts smarter than the last.
boring rhythm, unboring resultsAudience split board
watch one cohort sort itself, then sort it your way
The mixed audience separates into the two ad sets on its own the first time you scroll here. After that it is yours. Switch an ad set off to see the reach it carries, and toggle the interest layers to watch students drop in and out of targeting. Sizes are built from the real market: about 22.7 lakh candidates registered for NEET UG 2025 with the National Testing Agency, against roughly 2.3 lakh for NEET PG under NBEMS.
Two creatives running, one written for each exam
Shown to every interest layer06 · Campaign architecture
How the funnel actually works
The deep dive into structure. This is the part that stays useful after the creatives are swapped out.
Three stages, three jobs
Top of funnel earns attention from cold NEET aspirants. Middle of funnel answers the quality question with proof. Bottom of funnel removes friction and asks for the order.
- Cold prospecting on interest and behaviour stacks
- Warm retargeting on video viewers past 50 percent and landing page visitors
- Hot retargeting on WhatsApp openers, cart intent and past buyers
Account structure
One campaign per funnel stage, ad sets split by exam segment, creatives rotated inside each ad set. Budget decisions never require rebuilding anything.
- Ad set naming carries stage, segment and creative family
- Learning phase protected by consolidating small duplicate sets
- Segment level reporting available without custom breakdowns
The creative system
Creative is treated as a testable variable rather than a one off asset. Every video follows a hook, proof, offer pattern so results can be compared honestly.
- Hooks written against one specific student objection
- Proof section always shows real pages in hand
- Static variants cut from video frames for cheap frequency control
Budget allocation logic
The majority of spend holds the top of funnel wide so the retargeting pools never run dry, with the remainder working the warm and hot pools where returns are highest.
- Prospecting sized to keep audience pools refilling weekly
- Retargeting capped so frequency stays comfortable
- Scale decisions taken on cost per inquiry, not on clicks
Offer and bundle ladder
Single subject notes open the relationship, full syllabus bundles raise the order value to an average of around ₹4,000, and new module launches give the retargeting pool a reason to hear from the brand again.
- Entry offer sized for a student budget
- Bundle framed against the cost of a coaching module
- Module launches reused as warm audience campaigns
Funnel builder
it pours itself first, then you hold the budget
On your first visit the campaign spends itself from zero up to the real budget and every stage fills in sequence. Once it settles, drag the budget slider and every stage recalculates on this campaign's own rates: ₹150 CPM, 0.78% link click rate, 2.7% of landing page visits becoming a WhatsApp inquiry, and 42% of inquiries becoming an order at a ₹4,000 average value.
past ₹2,12,000 the funnel is a projection the rest is measured
07 · How we built it
Three weeks from briefing to a funnel that pays for itself
Discovery through launch ran across three weeks. Optimisation never stopped.
Discovery and audience research week one
Client briefing, goal alignment and a working map of who actually buys NEET notes. We read competitor ad libraries to find what the category was already saying, so the brand would not sound like everyone else.
Funnel and budget design two days
Cold to warm to hot mapped out on paper first, with the budget split, audience definitions and the exit condition for each stage agreed before a single ad was built.
Creative production one week
Scripted and shot custom video ads showing real note spreads, page thickness and student testimonials, then cut segment specific versions for the UG and PG ad sets.
Landing page and WhatsApp CTA four days
Built the conversion page, wired the prefilled WhatsApp deep links, then tested the whole path on a mid range Android handset over mobile data before anything went live.
Launch and learning phase week three
Campaigns launched with budgets held steady long enough for delivery to stabilise, resisting the urge to edit ad sets while Meta was still learning.
Weekly optimisation every Monday since
Performance review, creative fatigue check, retargeting refresh and the next A/B test queued. This is the step that produced the 40 percent drop in cost per acquisition.
The one tap order path
watch it tap once, then you choose
The first run happens on its own: the hand taps the call to action, the prefilled message types itself and the founder replies. After that, choose any of the three buttons below to send a different prefilled message and watch the thread rebuild. This is the exact friction we removed between an ad and an order.
08 · Measurement notes
The plumbing behind the numbers
A campaign is only as honest as its tracking. This is what sits under every figure quoted on this page.
Pixel and server side events
Browser pixel paired with server side event forwarding through the Conversions API, so conversions survive blocked scripts and short lived sessions. Both paths share an event ID to prevent double counting.
- Standard events for view content, lead and contact
- Deduplication keyed on a shared event identifier
- Domain verified before any aggregated event configuration
What counts as an inquiry
An inquiry means a WhatsApp thread opened by a real student with a stated product interest. Bots, duplicates and existing customers were removed before reporting, which is why 300+ is a defensible figure and lower than the raw platform count.
- Deep link parameters carry campaign, ad set and creative
- Duplicate numbers merged inside the same reporting window
- Existing buyers tagged so repeat orders are not counted as new
Audience assets we built
The engagement left behind reusable inventory, which is the part that keeps working after a campaign ends. Every pool refreshes on a rolling window so it never goes stale.
- Site visitors segmented by page depth
- Video viewers past 50 percent and 75 percent
- Instagram and Facebook engagers, plus a buyer seed for lookalikes
Testing protocol
One variable at a time, a fixed minimum spend before any verdict, and a written note on what was learned. Tests that reduced cost per inquiry moved into the always on set.
- Hook tests run before creative format tests
- Audiences tested only after a winning creative exists
- Losing variants archived with the reason, not deleted
Reconciled against real dispatch
Platform reported results were checked weekly against orders actually packed and couriered. The ₹5,00,000 quoted here reflects goods that shipped, not clicks that looked promising.
- Weekly reconciliation between ad reports and the order log
- Offline orders influenced by ads noted separately
- Reported revenue held to what the client could verify
Retargeting, and the cost of forgetting
first lap runs itself, then flip the switch
Each dot is a student who saw an ad and did not buy on day one. The first orbit plays automatically with retargeting on, so you can watch warm visitors get pulled back in. Then use the switch to turn retargeting off: the same visitors drift away and the cost per inquiry meter climbs from ₹707 back to ₹1,178, which is the 40 percent the funnel was saving.
09 · The impact
What the spend bought
Two months of campaign, reconciled against the client's own order log.
- Scaled into a profitable, self sustaining sales funnel
- Both offline and online orders increased consistently
- Product line expanded with two new note modules
- Audience data now owned and reusable at lower cost
every rupee traced to a packet that shipped
10 · The stack
What this campaign runs on
Nine layers, each one owned by the client at the end of the engagement.
KoderXpert completely transformed how we reach our students. Before working with them, we were struggling with DMs and word of mouth. Their Meta Ads campaign brought us 300+ genuine inquiries in just a few months, students who actually wanted our notes, not just window shoppers. The WhatsApp funnel they set up made converting leads feel effortless. Our revenue crossed ₹5 lakhs and we have since added two new note modules to keep up with demand. We could not be happier.
11 · FAQ
Questions people ask before starting a campaign like this
The campaign generated ₹5,00,000 in revenue on ₹2,12,000 of ad spend, a return of 2.35X, along with more than 300 qualified inquiries from NEET UG and PG aspirants. Cost per acquisition fell by 40 percent through retargeting, and the client expanded the product line with two new note modules to meet the demand.
They work when the creative can prove the product. Physical notes cannot be judged from a text description, so video ads showing real pages, paper thickness and diagram detail do the persuading a photo cannot. Pair that with a low friction ordering path and the format suits Indian education buyers well, because most of them are already browsing on Instagram on a phone.
They are two different buyers. Around 22.7 lakh candidates registered for NEET UG 2025 with the National Testing Agency, against roughly 2.3 lakh for NEET PG under NBEMS, and the PG cohort is largely interns and working doctors preparing under time pressure against a different syllabus. Separate ad sets let each group receive creative written for its own objection, and let us see which segment produces cheaper inquiries instead of hiding both inside one average.
Indian buyers of a considered product usually want to ask something before paying, and a cart offers nowhere to ask it. A prefilled WhatsApp message turns the ad click into a conversation the founder can close, with the student's product interest already written into the first line. For this brand it removed the entire gap between interest and a real order.
Most students research for several days before buying study material, so a single impression rarely closes anything. Retargeting reaches people who already watched the video or opened the landing page, which means the brand stops paying cold prices to reintroduce itself. Blended cost per inquiry fell from roughly ₹1,178 before the warm pools existed to ₹707 across the campaign.
Honest, close up and unpolished beats cinematic. The best performing ads in this campaign opened with a specific student objection, answered it by physically flipping through the notes on camera, then closed with a clear offer. Studio gloss reads as an advertisement, while a real hand turning a real page reads as proof.
Enough to let the platform learn before you judge the result, which usually means a steady daily budget held for two to three weeks rather than a large one week burst. This campaign reached its measured 2.35X across roughly ₹2,12,000 of spend. A smaller start is workable, but the real constraint is consistency and creative volume rather than the size of the first cheque.
Every call to action carries campaign parameters through the landing page into the prefilled WhatsApp message, so the source arrives attached to the conversation. Platform reporting is then reconciled weekly against the client's actual order log, and duplicates or existing customers are removed before anything is counted. That is why the inquiry figure quoted here is lower than the raw platform number.
It is built to survive platform change rather than depend on one feature. Server side event forwarding keeps conversions reporting when browser tracking is restricted, first party audiences reduce reliance on interest targeting, and the creative system means a fresh ad can be produced without rebuilding the account. When Meta changes a rule, the work is an adjustment rather than a rebuild.
The real risk is spending before the path to purchase is ready, so we build in the safe order: landing page, tracking and reply capacity first, then a small validation spend, then scale only once cost per inquiry is known. Organic selling continues untouched during the process, so nothing that already works is switched off to make room for the test.
For Sushruta LGS, discovery through launch ran across roughly three weeks, with creative production and the landing page taking most of that time. Optimisation is continuous after launch, and the meaningful efficiency gains, including the 40 percent drop in cost per acquisition, arrived over the following weeks of testing rather than on day one.
Because we build the whole path, not only the ads. On this engagement we produced the creative, built the landing page, wired the tracking and the WhatsApp funnel, then ran the weekly optimisation that turned a first result into a repeatable one. If you sell something real and want the number at the end to be defensible, talk to a KoderXpert consultant and we will map your funnel before quoting anything. You can also see what our digital marketing and SEO services cover.
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Tell us what you sell and who has to believe you before they buy. KoderXpert will map the funnel, the creative and the tracking around that, not around a package.
