CPL from ₹420 to ₹138 — by fixing what happened after the click.
"They didn't need cheaper ads. They needed a system that could tell the difference between a student ready to enrol and a student killing time in study hall."
An exam-prep institute spent ₹420 per lead and 62% of those leads never picked up a counsellor's call. Counsellors were spending 70% of their day on unanswered dials. Every lead was treated identically — no scoring, no priority queue — so the cheap, casually-curious leads got called first while the genuine ones cooled off over 48 hours.
- Built a WhatsApp AI chatbot that qualified every incoming lead in the first 90 seconds: target exam, preferred language, budget band, study timeline, current prep status. Natural conversational flow, not a form.
- Cold leads (mismatched timeline, budget, or exam) were automatically routed into a nurture sequence — weekly study tips, past papers, a mock-test link — with no counsellor touch until they self-qualified.
- Hot leads triggered an instant CRM ping to the counsellor for that student's exam subject, with the full qualification context pre-loaded. Counsellor calls started with "I see you're prepping for NEET with a July window" — not "what do you want?"
- Added a Calendly-style booking step for leads that wanted to schedule instead of be called — roughly 30% of qualified leads chose this.
₹420 → ₹138
CPL over 4 months
38% → 71%
Counsellor call-show rate
1.9×
Enrolment conversion on identical spend
Show us the number that's stuck. We'll tell you if we can move it.
Thirty minutes, no deck, no pitch. You walk us through the constraint — CAC, CPL, organic traffic, repeat rate, whichever. If we see an opening we'll propose a diagnostic. If we don't, we'll say so.