What did Redcanvass achieve for DIS School?
Redcanvass grew Meta Ads lead volume for Dharwad International School from 391 leads (Mar–Jun 2025) to 1,361 leads (Nov 2025–Jun 2026), a 3.5x increase, while cost per lead held at ₹80–₹84. Campaigns ran across seven North Karnataka districts, with Bengaluru tested in April 2026.
The challenge: build admissions demand across a wide catchment
Residential schooling recruits families from many towns, not just one city. DIS needed steady enquiry flow across North Karnataka, with enough visibility into which cities and creatives were working.
A wide, spread-out audience
- Seven districts plus Bengaluru and Kolhapur
- Parents of children from preschool to teen
- Short admission windows each season
Enquiries across two channels
- Phone calls and lead forms both needed
- Call volume and cost varied month to month
- Lead quality needed to be judged, not just counted
Strong local search, thin website
- Top of Google's map pack, but one page doing all the ranking
- Fees and key details not on the website itself
- No answer-ready content for AI search
Meta Ads results: season one vs season two
Lead-form campaigns scaled strongly and cost per lead stayed flat. Call campaigns varied through the season, ranging from ₹36 to ₹107 per call by month.
| Metric | Mar–Jun 2025 | Nov 2025–Jun 2026 |
|---|---|---|
| Leads | 391 | 1,361 |
| Cost per lead | ₹80 | ₹84 |
| Days with active ads | 90 | 188 |
| Campaigns launched | 8 | 9 |
| Ad sets created | 19 | 33 |
| Ads created | 22 | 79 |
| Lead-form share of ad sets | ≈11% | ≈33% |
| Custom audiences created | 5 | 7 |
| Month | Leads | Cost per lead | Calls | Cost per call |
|---|---|---|---|---|
| Nov 2025 | 177 | ₹61 | – | – |
| Dec 2025 | 211 | ₹67 | – | – |
| Jan 2026 | 192 | ₹75 | 161 | ₹45 |
| Feb 2026 | 189 | ₹88 | 38 | ₹107 |
| Mar 2026 | 318 | ₹85 | 131 | ₹36 |
| Apr 2026 | 274 | ₹85 | 293 | ₹46 |
| May 2026 | – | – | 415 | ₹56 |
| Jun 2026 | – | – | 218 | ₹69 |
| Season total | 1,361 | ₹84 | 1,256 | ₹54 |
Lead counts for May and June 2026 were not recorded in the campaign sheet. Cost per lead uses lead-form campaigns; cost per call uses call campaigns.
How the campaigns were built
City-wise campaigns
Call campaigns were built city by city with 35–40 km radii across seven districts, and Bengaluru was tested in April 2026. Budgets were stepped up on the strongest cities in May and June 2026.
Lead forms alongside calls
Lead-form campaigns grew from about 11% to about 33% of ad sets, reducing dependence on phone calls alone.
Reusable parent audiences
Audiences were built from form openers, drop-offs and submitters, and from March 2026 ad sets were split into Parents, Shop and Open interest tests.
More ads across formats
Ad volume rose from 22 to 79 across video, static and carousel formats, with new images added and edited through the season.
SEO, AEO and GEO audit: where the website stood
DIS School already leads local search: it holds positions 1 and 2 in Google's map pack for "residential schools in dharwad" and is named first in two Google AI Overviews. The audit found the homepage holds 23 of 24 ranking keywords, because seven core pages had no internal links and key facts such as fees sat in a Google Drive PDF.
site health score from the SE Ranking audit
map pack positions for "residential schools in dharwad"
named first in both tracked Google AI Overviews
keywords ranking in Google India, 17 in the top 10
Strengths found
- Position 1 for the brand name
- Secure, fast, fully indexable site
- No AI crawlers blocked
- Cited as a source in two AI Overviews
Gaps found
- 7 pages with no inbound internal links
- 19 of 25 pages sharing one meta description
- No alt text on any image
- Name, address and phone differ across the web
- No FAQ and no structured data detected
What Redcanvass delivered
Frequently asked questions about this case study
What results did Meta Ads deliver for DIS School?
Leads grew from 391 in Mar–Jun 2025 to 1,361 in Nov 2025–Jun 2026, a 3.5x increase, while cost per lead stayed steady at ₹80–₹84.
Which areas did the campaigns cover?
City-wise campaigns covered seven North Karnataka districts: Belagavi, Dharwad-Hubballi, Gokak, Koppal, Bagalkot, Raichur and Kalaburagi, with Bengaluru tested in April 2026.
What changed between the first and second admission season?
Campaigns ran on 188 days instead of 90, ads grew from 22 to 79, and lead-form campaigns grew from about 11% to about 33% of ad sets.
How did DIS School rank in search and AI answers?
The school holds positions 1 and 2 in Google's map pack for residential schools in Dharwad and is named first in two Google AI Overviews.