EdTech Industry

Performance Marketing
Agency for EdTech

The Skillaroo playbook - 1,600 leads on ₹80k budget at ~₹50 CPL. Meta + Google + YouTube, magnet-first, attribution-disciplined.

4.9/5(100+ Reviews)

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/ Our Approach

Scaling EdTech brands with Performance Marketing since 2017.

Performance marketing for EdTech is a CPL compression exercise. We helped Skillaroo hit ~₹50 per lead on a ₹80,000 budget - 1,600 qualified leads - via eBook-led Meta and Google funnels with attribution-disciplined tracking. The playbook isn't magic: a high-utility lead magnet matched precisely to learner intent, narrow audience targeting (interest + lookalike on Meta, high-intent keywords on Google), creative that communicates the magnet's utility in 3 seconds, and a UTM-clean attribution framework that tells you which creative, which audience, which channel actually enrolled - not just clicked. The part most teams skip is what happens after the form submit, because in education the gap between a lead and an enrolment is weeks of follow-up rather than minutes. A cheap lead your counselling team never reaches is not a cheap lead, so we treat call connect rates as media metrics.

Meta economics for Indian EdTech: interest targeting and lookalikes based on converted-learner seed audiences work better than broad targeting, but need 500+ conversions in the seed before lookalikes stabilise. Google economics: high-intent exam or skill keywords convert well but have high CPCs; long-tail 'how to prepare for X' queries are often 60-70% cheaper and convert almost as well. YouTube: pre-roll on adjacent education content plus in-stream on exam-prep channels - mostly mid-funnel education, not direct-conversion, but materially lifts Meta and Google conversion when running in parallel. Vernacular creative: Hindi for national non-metro, Marathi/Tamil/Telugu/Bengali for regional; usually 30-50% cheaper CPL than English for the same product. Lead magnet design is the core lever: eBooks work for upskilling and career-path content; diagnostic tests for test prep; free first module or free-trial for subscription products; live masterclasses for high-ticket certifications; roadmap PDFs for early-stage career decisions. The magnet matters more than the creative - a great magnet with mediocre creative outperforms a generic magnet with great creative.

100+

Projects Delivered

90%+

Success Rate

3X ROI

ROI

25+

Team Experts

/ Why Baclinc

Why EdTech brands choose us for Performance Marketing.

View our work

Skillaroo ~₹50 CPL Proof

Real, measurable, 1,600 leads on ₹80k. Reproducible methodology.

Lead Magnet Is The Funnel

eBook, diagnostic test, free trial, masterclass - designed around decision-point intent, not generic.

Meta + Google + YouTube

All three because each covers a different decision phase. Meta for discovery and lookalike, Google for intent, YouTube for mid-funnel education.

Vernacular Creative Engine

Hindi, Marathi, Tamil, Telugu, Bengali where audience math supports - often 30-50% cheaper CPL.

UTM-Disciplined Attribution

Every click tagged, every enrollment back-attributed. Cohort-level CPL by creative and audience.

Lead-Quality Over Click-Quantity

A ₹50 CPL with 5% enrollment is better than a ₹25 CPL with 1%. We plan to enrollment, not click.

/ Real Results

Featured Success Stories

View All Case Studies

Skillaroo2024

Skillaroo Lead Generation

How We Work

Our Proven Process

CPL Target + Budget Shape

Given your segment, AOV and enrollment conversion rate, what's defensible CPL. Budget shape follows.

Lead Magnet Design

Matched to learner intent at decision-point. Utility over volume.

Meta + Google + YouTube Setup

Interest + lookalike on Meta, high-intent keywords on Google, pre-roll on YouTube. All three in parallel.

Vernacular Creative (If Applicable)

Hindi/regional creative for non-metro audiences. Separate asset library, cultural calibration.

Attribution + CRM Integration

UTM-clean, pixel-based Meta CAPI + Google Enhanced Conversions. CRM or LMS sync for enrollment back-attribution.

Weekly Cohort Review

CPL by creative + audience + channel, lead-to-enrollment conversion, spend shift based on enrollment not clicks.

/ Testimonials

What our clients say

"Great experience working with the team. Very good results in less time and very proactive in responding to queries. Kudos to the team👍🏻"

Saad Khan

Founder, RebelCorp

"i've worked with this SEO agency and still up to now, they understand the SEO factors and thinking out of the box."

Sydney Ifergan

Trade.com

"Abhishek is super-professional in his approach and a delight to collaborate with! He works WITH you to help you overcome challenges and achieve desired objectives. Great partner to work with!"

Ravi Raj

Director, Skillaroo

"We, at The Club Mumbai, had a great experience working with Abhishek from Baclinc. Right from designing our website to hosting it, working on SEO, coming up with nitty-gritty of digital marketing, we had constant support and advise from the team."

Samir Gupte

HOM, The Club Mumbai

"It has truly been a pleasure working with Baclinc. I wanted to take a moment to express my sincere gratitude for your dedication and support throughout the website development process."

Sandeep Shinde

Marketing Manager, Enlite Research

"We have worked with Baclinc for our website design and development services and are happy with the output delivered, the team works very professionally and helped us ideate the best designs to our liking. I would recommend Baclinc as a website design agency to any enterprise."

Fazlani Group

"Great experience working with the team. Very good results in less time and very proactive in responding to queries. Kudos to the team👍🏻"

Saad Khan

Founder, RebelCorp

"i've worked with this SEO agency and still up to now, they understand the SEO factors and thinking out of the box."

Sydney Ifergan

Trade.com

"Abhishek is super-professional in his approach and a delight to collaborate with! He works WITH you to help you overcome challenges and achieve desired objectives. Great partner to work with!"

Ravi Raj

Director, Skillaroo

Samir Gupte

HOM, The Club Mumbai

"It has truly been a pleasure working with Baclinc. I wanted to take a moment to express my sincere gratitude for your dedication and support throughout the website development process."

Sandeep Shinde

Marketing Manager, Enlite Research

Fazlani Group

Common Questions

Everything you need to know about Performance Marketing for EdTech brands

How did you hit ₹50 CPL for Skillaroo?

Intent-matched eBook magnet (roadmap PDF for a specific career skill path), narrow Meta interest and lookalike targeting, 3-second hook in creative, UTM-clean attribution. No single trick - the system worked because every component was tight.

What's a realistic CPL for our segment?

Test prep: ₹150-400. K - 12: ₹200-500. Upskilling: ₹100-300. Certification: ₹300-800. Vernacular: ₹50-200. A well-built funnel compresses 30-50% below category average. ₹50 isn't universal - it's what Skillaroo achieved with their specific product and audience match.

Can you help scale from ₹1L to ₹10L/month spend?

Yes. The scale path is usually: prove unit economics at ₹1-2L (3 months), scale to ₹3-5L with broader audiences and more creative variants (3 months), scale to ₹10L with segment expansion and channel addition (6 months). CPL will drift up slightly as you scale; the goal is holding enrollment-CPL flat while volume 10×.

Do you run YouTube creators or just paid YouTube ads?

Both, selectively. Paid YouTube (pre-roll, in-stream) mostly for mid-funnel education. Creator partnerships on performance or hybrid terms for specific segments (test prep, upskilling) where creators have trust with the audience.

How do you market to minors and parents within advertising rules?

For any K-12 or school-age product the parent is both the legal decision-maker and the advertising target, and structuring campaigns around the student directly creates avoidable exposure. The major platforms restrict targeting of users under eighteen, and India's data protection framework requires verifiable parental consent before processing a child's personal data, which reaches directly into how lead forms are built rather than being purely a legal footnote. Practically that means parent-facing targeting and creative, forms that collect the parent as the contact, and consent language that is specific about what is being collected. Student-facing creative still has a role in awareness, but the conversion event belongs to the parent.

Why do lead costs rise sharply during exam and admission season?

Every competitor in your category bids into the same narrow window, so auction density rather than audience behaviour drives the increase. Education demand concentrates around result dates and admission deadlines, which means acquisition costs can rise substantially for several weeks and then fall back, and a budget plan built on annual averages will run out of money exactly when intent peaks. The counter-strategy is building retargeting pools during the cheap off-season months so that the expensive weeks are spent converting a warm audience rather than buying cold traffic at peak rates. We plan budget by season rather than distributing it evenly across twelve months.

Can you guarantee a cost per enrolment rather than cost per lead?

No, because the distance between a lead and an enrolment runs through your counselling team, your pricing and your product, none of which we control. We can guarantee the discipline applied to the half we do control, including creative testing cadence, audience structure and the tracking that makes the funnel legible end to end. Where we can help beyond media is diagnosing where the drop happens, since we see the lead quality data and can distinguish between a targeting problem and a follow-up problem. Agencies that promise enrolment costs are quietly relying on your sales team to make the number work.

What do you do when leads are cheap but the counselling team says quality is poor?

We stop optimising toward the form submit, because any campaign rewarded purely for volume will find the people most willing to fill a form and least likely to enrol. The fix is feeding a downstream signal back into the platform, whether that is a qualified-lead flag, a call-connected event or an actual enrolment, so the optimisation targets the outcome rather than the proxy. This requires your CRM to send that signal back reliably, which is usually the real blocker rather than any media decision. In the interim we tighten the lead magnet, since a magnet that is too broadly appealing is the most common cause of high-volume low-intent leads.