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Vidyavriti · EdTech · Lead generation

₹10L a month of paid media, run at a 4.6x blended ROAS

Leading an in-house team of 7+ marketers across Google and Meta for an education brand, with a weekly optimisation cadence and a single source of truth for spend, leads and quality.

Digital Marketing Manager — team of 7+ · May 2026 – Present

annualised ad spend owned
₹1.2Crannualised ad spend owned
blended ROAS on always-on media
4.6xblended ROAS on always-on media
marketers led across paid, SEO and creative
7+marketers led across paid, SEO and creative
Abstract glass dashboard showing rising performance marketing charts

Background

Vidyavriti is an education brand buying leads at scale across Google and Meta. When I took ownership, monthly media spend was already near ₹10L — roughly ₹1.2Cr annualised — but the operating system around that spend hadn't kept pace with it.

My mandate was twofold: hold blended return on ad spend while spend grew, and turn a group of individual contributors into a marketing team with clear ownership, documented process and one set of numbers everybody trusted.

The challenge

Budget was scaling faster than the systems around it. Spend sat across multiple Google and Meta accounts with no shared reporting, creative was produced ad hoc, and the team had no agreed definition of a good lead — so scaling spend simply scaled waste.

What I did

  1. 1

    Rebuilt the account structure around intent: separate Search, PMax, Demand Gen and Meta prospecting/retargeting budgets with clear roles per campaign.

  2. 2

    Introduced a weekly optimisation cadence — budget pacing, search-term and placement pruning, audience and bid reviews on every live account.

  3. 3

    Set up a creative testing engine: fresh hooks every week, UGC-style and AI-assisted vertical video rotated against the top performer.

  4. 4

    Unified reporting in Looker Studio so spend, CPL, lead quality and ROAS were visible daily to the team and the founders.

  5. 5

    Ran the 7-member team on clear owners per channel, with documented SOPs for launches, QA and reporting.

How it was measured

  • One Looker Studio view blending Google Ads, Meta Ads and GA4, refreshed daily: spend, leads, qualified leads, cost per qualified lead and blended ROAS.
  • Blended ROAS — not platform-reported ROAS — is the number the team and the founders steer by, so no channel can claim the same conversion twice.
  • Creative reported at hook level, so the weekly test always compares a new hook against the current champion rather than against an average.

The outcome

  • Always-on paid media holding a 4.6x blended ROAS at ₹10L/month of spend.
  • Budget decisions made weekly on live data instead of monthly on guesswork.
  • Creative pipeline producing vertical video continuously, cutting reliance on external production.

What I'd carry into a similar project

  • Scaling spend is an operations problem before it's a media problem. Structure, cadence and a shared definition of a good lead do more for ROAS than bid tinkering.
  • A creative pipeline that ships every week beats a perfect launch every quarter — volume of tested hooks is the compounding asset.
  • Reporting people actually read gets used. Reporting that needs a manual pull gets ignored, and then budget decisions go back to opinion.

Stack used

Google AdsMeta AdsPMaxGA4Looker Studion8n

Questions I get about this work

How much ad spend was managed in this engagement?

Around ₹10 lakh per month across Google and Meta — roughly ₹1.2 crore annualised — held at a 4.6x blended ROAS.

How was a team of 7+ marketers structured?

One clear owner per channel — paid search, paid social, SEO and creative — with documented SOPs for launches, QA and reporting, and a single weekly optimisation review across all accounts.

Want results like this on your account?

Tell me where growth is stalling and I'll tell you what I'd do first.

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