IndoDemy

The project

Through Expedigit, I managed paid acquisition for IndoDemy, an online education platform offering online training programs to Keralites across GCC countries.

My responsibility covered the performance-marketing side of the campaigns: Meta campaign setup, audience targeting, budget allocation, monitoring, optimization and reporting. The client supplied the course creatives, while I focused on getting those offers in front of the right audiences and generating enquiries efficiently.

Campaigns were run across multiple course offerings, with Microsoft Office and Yoga becoming the primary lead-generation campaigns.

Across three campaign snapshots retained from the engagement, those two offers generated 601 Meta leads from ₹15,236 in advertising spend—approximately ₹25.35 per lead.

January performance also provided downstream sales data. 145 campaign-generated leads resulted in 15 confirmed course purchases, representing a reported lead-to-purchase rate of approximately 10.3%.

The audience breakdowns also helped reveal where lead efficiency was strongest. In one December reporting period, the 25–34 segment generated the highest lead volume, while male and female audiences performed at nearly identical CPLs.

The project is a useful example of running paid acquisition around measurable business outcomes rather than treating reach or impressions as the end result.

My role

Meta campaign setup, targeting, budget management, monitoring, optimization and performance reporting.

Result

Across the retained campaign periods, the Microsoft Office and Yoga campaigns generated 601 leads at an approximate blended CPL of ₹25.35. In January, 145 leads resulted in 15 confirmed purchases, a reported 10.3% lead-to-purchase rate for the campaign-generated lead pool.

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