Overview

Avanse Financial Services is an education-focused non-banking financial company in India, offering education loans for higher studies abroad. The engagement focused on improving lead quality from Meta campaigns, where volume was high but intent was low. The mandate was to shift paid acquisition from volume-led to quality-led performance.

Objectives

Avanse was running Meta-led lead generation campaigns for education loans, but a majority of leads were unqualified. Marketing-qualified lead contribution was limited to around 10 percent, impacting sales efficiency and overall funnel performance.

The objective was to improve lead quality by increasing the proportion of marketing-qualified leads, reduce low-intent submissions, and build a more reliable paid acquisition funnel. This had to be achieved while maintaining lead flow and improving overall efficiency.

Key Strategies Implemented

1. Narrow Audience Targeting

Campaigns were restructured to move away from broad targeting. Audience selection was tightened using education-stage signals, study destination intent, and behavioural indicators linked to financial readiness. This helped reduce exposure to low-relevance users and improved baseline lead intent.

2. Competitor Creative Analysis and Creative Optimisation

A detailed analysis of competitor creatives was conducted across the education loan category. Common messaging patterns and repetitive hooks were identified and avoided. New creatives were introduced with clearer eligibility cues and intent qualifiers, helping filter users before they entered the funnel.

3. Landing Page Optimisation

Landing pages were optimised to improve clarity and intent alignment with ad messaging. Content hierarchy was refined and form structures were adjusted to discourage casual or exploratory submissions. This ensured better self-selection and reduced low-intent form fills, thereby improving our lead efficiency.

4. Continuous Quality Optimisation

Performance was monitored beyond lead volume, with a focus on lead quality indicators. Audience cohorts, creatives, and landing page behaviour were reviewed continuously, and iterative changes were made to sustain quality improvements.