₹21.2 lakh in tracked course sales at 7.7x, plus 146 student leads under ₹1,000 each
A product-by-market Google Ads structure, with tracking built first, turned HRD Antwerp Education’s ad budget into online course sales and diploma enquiries across India and 22 more countries.
The businesses we build, grow and automate for
Eight O Eight
The brief
| Client | HRD Antwerp Education, the diamond & gemmology institute of HRD Antwerp |
|---|---|
| Markets | India (Mumbai focus) + 22 countries |
| Service | Google Ads (Search, Performance Max), GA4 + Tag Manager, conversion set-up, reporting |
| Timeline | 14 months (June 2025 – August 2026) |
| Delivery | White label, through an agency partner |
What happened
Return from our best sales campaigns (₹2.77 lakh of ads → ₹21.2 lakh in tracked sales)
Student leads at ₹993 each, from our best lead campaigns combined
WhatsApp chats started from the same lead campaigns
Markets reached from one account (India + 22 countries)
Screenshots from the live accounts
Real dashboards from this project. Client account details are hidden for privacy.
Want to see the full reports? We’ll walk you through them live, screen by screen, on your free 30-minute call.
Book a free call →Where we started
The institute sells two very different things from one Google Ads account: in-person diplomas (₹1–2.5 lakh) that need a counsellor call before enrolment, and recorded online courses bought directly on the site. Mixing the two signals would make Google optimise for the wrong outcome.
Our approach
- Split the account by product and market: courses vs diplomas, Mumbai vs rest of India vs global, each with its own budget and bid goal.
- Tracking built first: GA4 and Tag Manager events for purchases, lead forms and WhatsApp clicks, so sales campaigns bid on purchases only.
- 28 campaigns tested over 14 months across Search, Performance Max and Display; budget moved fast from losers to winners.
- A WhatsApp-first path for mobile students in India, who convert faster on chat than on long forms.
Takeaways
- Separating “sell” campaigns from “lead” campaigns mattered more than any bidding trick.
- Cost per click is the wrong metric — the most expensive international clicks produced the cheapest leads.
- Testing fast and cutting losers quickly is what produced the 7.7x.
Want results like this for your business? See our google ads services →
Want results like these?
Book a free 30-minute call. We’ll tell you honestly what we’d do first, and what results are realistic.
Or email hello@thryveapex.com · call +91 91002 80101