IMS Coaching

01 · The challenge

IMS was running Search through an agency and had switched Meta off after an in-house attempt couldn’t get the targeting right. The diagnosis found six failures compounding each other: targeting, creative, hook, offer, funnel, and no optimisation loop at all.

02 · The insight

Refuse to be measured on lead volume. Build the chain that runs all the way to cost per admission.

The Search cost per lead wasn’t necessarily bad. It was unmeasured. So rather than calling Google broken, the strategy adds the channel IMS had never properly run, plus the measurement neither channel had: lead → qualified lead → counselling → centre visit → admission. A thousand irrelevant leads are worse than 150 qualified ones. They burn counsellor hours and the team’s faith in marketing.

03 · The system I built

• 01A twelve-stage measured acquisition chain in place of “create ad, boost, wait, hope”
• 02Three fully separate campaigns (CAT, IPMAT/BBA, CLAT), each with its own audience, creative, lead form, script, budget line and report. No blended numbers
• 03Five Lucknow geo-clusters, judged on qualified-lead-to-admission economics rather than the cheapest clicks
• 04A seven-beat creative engine and a 30-second video skeleton specified beat by beat
• 0527 launch creatives (nine per campaign, each changing one variable), sequenced so a shoot can never block the launch
• 06A 14-day launch protocol, because the first two weeks buy information, not admissions
• 07IPMAT built parent-first, because platform rules make Class 11–12 students unreliable to target directly

04 · What was delivered

• 27-section strategy
• Diagnosis
• Lead-economics model
• 3 campaign architectures
• Creative banks
• Geo-targeting system
• Tracking spec
• 14-day launch plan