Case Study
Inspirus Education
How We Helped Inspirus Education Convert an Offline Legacy Brand Into a Lead-Generating Digital Funnel for International Test Prep
Inspirus Education had built a strong offline presence over decades, known for helping students crack GRE, GMAT, SAT, and other global test prep exams. But as the category shifted digital — and newer edtech-first players crowded the landscape — Inspirus needed more than just ads. It needed to rebuild trust, reposition itself for the post-pandemic learner, and create a pipeline of leads that the sales team could actually close.
Key Business Challenge
Build a qualified lead funnel for a high-trust, high-involvement education product — where the real competitor wasn’t just other institutes, but student inertia and parent skepticism.
Campaign
Lead Gen - West India
Industry
Overseas Education & Test Prep
Key Growth Levers
Before Driving Leads, We Diagnosed
Why Awareness Wasn’t Converting
Generic Messaging Pitfalls
Campaigns used phrases like “Top GRE Coaching in Mumbai” — creating zero differentiation and being lost in a sea of sameness.
Intent-Drop Between Click and Call
Even leads that filled out forms were ghosting post-consultation booking. The narrative from ad to counsellor felt disjointed.
No Persona-Based Targeting
Creatives and campaigns didn’t segment first-time test takers vs re-attempters, or working professionals vs students — which impacted both CAC and conversion rate.
A New Funnel Architecture
That Solved For Trust, Timing, and Test-Taking Anxiety
Persona-Mapped Campaigns
Created separate campaign streams for 17–19 year-olds (SAT), 21–25 year-old postgrads (GRE/GMAT), and working professionals — each with specific hooks, copy tone, and landing flows.
Trust Layering Across Funnel
Introduced counsellor videos, alumni testimonials, and post-ad email flows that showed real results, improving demo show-up and conversion rates.
#ROI
Strategic Framework
We architected the growth strategy across 4 focused pillars.
Bridge Content for Pre-Qualification
Instead of a direct “Book Your Slot” CTA, mid-funnel ads offered downloadable prep checklists, webinars, and mock test invites — warming leads before pitching.
Channel Allocation Based on Decision Window
Meta used for discovery and problem seeding (e.g., “3 Mistakes GRE Takers Make”), while Google captured high-intent searchers with granular keyword structuring (“GRE coaching near Andheri”, “GMAT prep 3 months”).
We replaced a traditional lead-gen setup with a multi-layered funnel that addressed skepticism before sales stepped in. Every interaction — ad, content, landing page, call — worked in tandem to create a sense of readiness, not pressure. Our campaigns didn’t push “coaching” — they sold confidence, structure, and a trusted guide.
Within 6 Months of Launch
Here Were Our Results
Inspirus’ GMAT mid-funnel playbook (which included a “Top 10 Global B-Schools PDF” lead magnet) outperformed direct CTAs by 3.4x — proving that value-first nurturing wins in high-consideration categories.
Our Learnings
We Don’t Just Generate Leads
We Build Systems That Make Sales Calls Convert.
In high-involvement categories, ads don’t convert — narratives do.
Persona mismatch is expensive — even a well-written ad will underperform if aimed at the wrong mindset.
The sales team’s conversion rate is a marketing metric — not just theirs. Your funnel should set them up to win.
Mid-funnel content isn’t fluff — it’s CAC control in disguise.
For us, education marketing isn’t lead generation — it’s belief engineering.