META ADS2026

UpSkill Rocket Meta Lead Generation

Full-funnel lead machine for an ed-tech brand.

3.8%

CTR

+118% vs baseline

₹4.20

CPC

₹118

CPM

₹61

CPL

-47%

5.4x

ROAS

2,140

Leads

18.6%

Conv. Rate

Performance Curve

Project Overview

A full-funnel Meta lead generation programme for UpSkill Rocket, built to turn cold audiences into qualified course enquiries at a predictable cost per lead.

Challenge

Enquiry volume was inconsistent and cost per lead climbed every time budgets scaled. Creative fatigue set in within days and the sales team received leads with weak intent.

Research

Audited 90 days of historic delivery, mapped competitor creative angles, and interviewed the sales team to isolate the objections that actually blocked enrolment.

Strategy

Rebuilt the account into a three-stage funnel: broad video prospecting, interest-led consideration, and a retargeting layer with instant forms plus a qualifying question set.

Audience

Graduates and early-career professionals aged 21-32 in tier-1 and tier-2 cities, plus lookalikes seeded from high-intent enrolments.

Creative Process

Produced a rotating library of hook-first vertical videos, testimonial cutdowns, and bold typographic statics — each angle tested against one message and one visual variable at a time.

Tools Used

Meta Ads ManagerMeta Pixel & CAPIGA4CanvaPremiere ProGoogle Sheets

Campaign Setup

Consolidated CBO campaign with 3 core ad sets to protect learning phase
Instant forms with 2 qualifying questions to filter low-intent leads
Conversions API for server-side event accuracy
Weekly creative refresh cadence based on frequency and hook-rate
Automated lead routing to the sales CRM within 60 seconds

Screenshots

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Results

Cost per lead reduced by 47% while monthly budget grew 2.3x
2,140 qualified leads delivered across the campaign window
Sales-accepted lead rate improved from 41% to 68%

Lessons Learned

Qualifying questions cost volume but multiply revenue per lead
Creative volume beats audience micro-slicing on Meta today
Server-side events stabilise optimisation far faster than pixel-only setups

More work

GOOGLE ADS