Instant forms or landing pages for edtech leads?

Instant forms usually give cheaper leads, landing pages usually give better ones. Test both, add one or two qualifying questions to forms, and compare cost per enrolment rather than cost per lead.

Can I advertise placement percentages?

Only if you can verify them with data on request, and state the batch, period and basis. The ASCI Code has specific guidance for education advertising. Showing learner projects is a safer alternative.

How do I stop Meta from optimising for junk leads?

Send downstream events (qualified lead, demo attended, enrolment) back through the Conversions API and optimise for them once you have enough volume. Qualifying questions also help.

Which languages work for coaching ads?

Hindi and English reach most national exam aspirants. State-level exams and school coaching often do better in the state language, such as Tamil, Telugu or Marathi.

Meta ads for edtech in India: angles, policy and a testing plan

Angles worth testing

Curriculum clarity

Hypothesis: Showing the week-by-week syllabus and outcomes will attract more serious leads than aspiration-led ads, raising lead-to-enrolment rate.

12 weeks, 48 live classes, 6 projects. The full syllabus is in the carousel.
What you will build in week one of our data analytics course.
The exact topics we cover for JEE Main physics, in order.

Teacher credibility

Hypothesis: A short class clip from the actual teacher will lift lead quality more than a polished brand video.

Watch 60 seconds of a real class before you sign up.
Meet the teacher who will take your Saturday doubt sessions.
Our faculty explain one tricky concept. Judge the teaching yourself.

Free trial or demo class

Hypothesis: Offering a free demo class instead of a brochure download will raise cost per lead but improve lead-to-enrolment enough to lower cost per enrolment.

Book a free demo class. No payment details needed.
Try two live classes first, then decide.
Join this Sunday's free mock test and get your section-wise report.

Parent-focused reassurance

Hypothesis: Ads aimed at parents that explain progress tracking and teacher access will convert school-age segments better than student-focused ads.

Weekly progress reports sent to parents on WhatsApp.
Small batches of 20, so teachers know every child by name.
Talk to a counsellor in Hindi, Tamil or Telugu before you enrol.

Fee transparency and EMI

Hypothesis: Stating the total fee and EMI terms upfront will reduce low-intent leads and improve counsellor productivity.

Total fee: ₹24,999. No hidden charges. EMI terms on the page.
Here is what the course costs, in full, before you fill any form.
Pay monthly. Cancel within 7 days for a full refund.

Learner work, not placement promises

Hypothesis: Showing real projects built by learners will build credibility without the risk of unsubstantiated placement claims.

Projects our learners built in the last batch. Browse them on our site.
A portfolio you can show in interviews, built during the course.
See the capstone projects from our March cohort.

Formats

Instant form with qualifying questions: Adding one or two questions (class, exam, city) lowers lead volume but raises quality. Test it against a landing page.
Class clip video: A real teaching moment shows the product better than a brand film and filters out people who will not like the teaching style.
Syllabus carousel: Lets serious learners check fit before they become a lead, which saves counsellor time.
WhatsApp click-to-chat ads: Many Indian learners and parents prefer to ask questions on WhatsApp before a call. Track chat-to-enrolment, not chat starts.

Policy watch-outs

Placement, rank and result claims
The ASCI Code includes guidelines for education advertising. Claims about placements, salaries, ranks or results need verifiable data, and guaranteed job or admission claims are a common complaint area. Check the code before using numbers.
ASCI Code for Self-Regulation of Advertising Content
Personal attributes about finances or employment
Copy that implies the viewer is unemployed, in debt or failing exams can breach Meta's personal attributes rule. Describe the course and who it is for instead.
Meta Advertising Standards: personal attributes
Job and credit Special Ad Categories
Course ads are not usually a Special Ad Category, but ads that offer jobs or loans for fees may be treated as employment or credit. Check Meta's Special Ad Categories guidance if your ad promotes hiring or financing.
Meta Business Help Centre: Special Ad Categories
Fake urgency on batch start dates
'Last few seats' or countdowns need to be true. False urgency is listed in the 2023 dark patterns guidelines.
Department of Consumer Affairs: Guidelines for Prevention and Regulation of Dark Patterns, 2023

Seasonal calendar

When	Moment	Ad idea
January to March	Board exam season	Revision programs and mock tests for Class 10 and 12. Speak to parents and students separately.
March to June	Results and admission season	Foundation and entrance coaching enrolments, with clear batch start dates and fees.
April to May	Summer holidays	Short skill courses, coding for kids and spoken English for students on break.
July to August	College year start	Upskilling and certification courses for new graduates and working professionals.
January	New Year resolutions	Career-switch and upskilling courses for working professionals.

A testing plan

Write a hypothesis per ad that names the lead-quality effect you expect, for example 'a demo-class offer will raise CPL but improve lead-to-enrolment'.
Send lead quality back to Meta. Pass qualified-lead or enrolment events through the Conversions API so the algorithm learns from enrolments, not form fills.
Launch concepts that differ in angle or format: class clip, syllabus carousel, demo-class offer, parent-focused ad. Do not test headline swaps as new concepts.
Set target cost per lead from target cost per enrolment times your lead-to-enrolment rate. Give each concept 2× that target and 3 days, and kill ads with zero leads at 2× target.
Review by cost per enrolment and contribution after GST and counselling cost once enrolments come in. A cheap-lead ad that never enrols is a loser even if CPL looks great.

Questions

Instant forms or landing pages for edtech leads?: Instant forms usually give cheaper leads, landing pages usually give better ones. Test both, add one or two qualifying questions to forms, and compare cost per enrolment rather than cost per lead.
Can I advertise placement percentages?: Only if you can verify them with data on request, and state the batch, period and basis. The ASCI Code has specific guidance for education advertising. Showing learner projects is a safer alternative.
How do I stop Meta from optimising for junk leads?: Send downstream events (qualified lead, demo attended, enrolment) back through the Conversions API and optimise for them once you have enough volume. Qualifying questions also help.
Which languages work for coaching ads?: Hindi and English reach most national exam aspirants. State-level exams and school coaching often do better in the state language, such as Tamil, Telugu or Marathi.