Meta ads creative test plan for a coaching institute

Vidyarthi Edge prepares about 1,100 students a year for NEET and JEE across three centres in Patna. It spends about ₹4 lakh a month on Meta ads, mostly lead forms for a free demo class. Twelve months ago a lead cost about ₹180. Now it costs ₹410, and the counselling team says fewer than one in ten leads even picks up the phone. Fees are ₹85,000 to ₹1.4 lakh a year, so one admission pays for a lot of leads, but only if leads are real.

The marketing manager, Rohit Sinha, has been running the same four creatives for months: a topper photo, a fee discount banner, a building photo and a director video. He suspects creative fatigue, but the owner thinks Meta is "just getting expensive". Rohit wants evidence.

You will work from a synthetic export of six months of campaign data that you build in task 1, with realistic patterns. Then: - diagnose what changed: costs, frequency, click rates, form completion and lead quality; - define audiences and messages to test, based on what parents and students actually worry about; - design a creative test with a budget per cell and a minimum sample; - write and storyboard six new ads, following Meta’s policies and ASCI guidance for education ads; - set up lead-quality tracking from counsellors back into the ads account; - read a synthetic set of test results and recommend where the budget goes.

Done looks like a diagnosis, a test plan, six ad concepts, a tracking set-up and a results memo. You must not spend real ad money. Rohit will judge it on whether the test is fair and whether the recommendation is based on admissions, not just cheap leads.