What was the result for SRMU?
Redcanvass reduced SRMU's Meta cost per lead by about 75% since 2024, grew Google Ads admissions by 18.4% and application forms by 22.4% year over year, and expanded Meta reach roughly 20x between January and July 2026. The gains came from separating brand-reach campaigns from lead campaigns, structuring Google Ads by programme intent and measuring every step from enquiry to application to admission.
The challenge
Private universities in Uttar Pradesh compete for the same students in a short admission window. SRMU wanted a steady flow of qualified enquiries, not a few spikes, and a clear view of which spend turned into admissions.
- Heavy competition from other universities in Lucknow and nearby cities
- Lead cost on Meta was high in the early campaigns
- Admissions are seasonal, so results lag spend by months
- Many enquiries never progressed to an application form
- Limited visibility of the funnel from lead to admission
- Social media needed to build trust with students and parents
How we approached SRMU admissions marketing
Four connected workstreams, each with its own goal and its own measurement.
Google Ads
Capture students already searching
- Campaigns structured by programme and admission intent
- Keyword and negative keyword clean-up to remove low-quality clicks
- Dedicated landing pages with short enquiry and application forms
- Budget moved toward the months and programmes that converted
Meta Ads
Build reach and low-cost leads
- Reach-goal brand campaigns kept separate from instant-form lead campaigns
- Creative testing across video, carousel and static formats
- Audience refinement and remarketing for engaged visitors
- Lead campaigns scaled ahead of peak admission months
Social media
Build trust with students and parents
- Consistent Instagram and LinkedIn content on campus life, programmes and student stories
- Reels and stories to lift profile visits and followers
- Content calendar tied to admission milestones
Funnel tracking
Measure from enquiry to admission
- Lead, enquiry, form and admission tracked by source and month
- Identified the enquiry-to-form step as the biggest lever
- Reporting adjusted for the two to three month lag between lead and admission
Results across channels
Google Ads performance compares 2026 year to date with the same period of 2025. The budget grew 10.6% over that period, and outcomes grew faster.
| Metric | Change |
|---|---|
| Admissions | 18.4% |
| Application forms | 22.4% |
| Enquiry-to-form rate | 18.3% |
| Enquiry-to-admission rate | 14.4% |
| Cost per application form | 9.6% |
| Cost per admission | 6.6% |
Source: SRMU Google Ads and CRM data, 2026 year to date vs the same period in 2025.
Two consecutive drops in Meta cost per lead: first from 2024 to 2025, then again into 2026.
Instant-form leads in 2026 year to date than in all of 2025, on an 18% lower Meta budget.
Of Meta enquiries that reached the application form stage went on to take admission.
Instagram profile visits from January to September 2026, as content and stories scaled up.
Instagram follower growth over the same period.
Peak Instagram reach in July 2026 compared with January levels.
What we learned
Meta leads convert two to three months later
Leads from April to June turned into admissions mostly in July and August. Nearly three in four Meta-sourced admissions in 2026 arrived in those two months, so judging campaigns on same-month results undervalues them.
Reach and leads need separate campaigns
Reach-goal brand campaigns bought most of the extra impressions at a low cost per thousand. They explain the jump in reach, while the instant-form campaigns drive leads. Mixing the two hides what is working.
The gap sits between enquiry and form
Once a student fills the application form, most go on to take admission. The loss happens earlier, so follow-up speed, calling and form design are the next lever for any university.
Search and social do different jobs
Google Ads converts students who already want a programme. Meta and Instagram make sure SRMU is on the shortlist before they search.
Services deployed
Frequently asked questions
What did Redcanvass do for SRMU?
Redcanvass ran Google Ads, Meta Ads and social media for Shri Ramswaroop Memorial University in Lucknow. Google Ads captured high-intent search demand, Meta Ads built reach and low-cost leads, and social media built trust with students and parents.
How much did SRMU's Meta lead cost fall?
Cost per instant-form lead on Meta fell about 75% from the first campaigns in 2024 to 2026 year to date, with a 64% drop in 2025 and a further 31% drop in 2026.
How did Google Ads performance change year over year?
Comparing 2026 year to date with the same period of 2025, admissions from Google Ads grew 18.4% and application forms grew 22.4%, while cost per admission fell 6.6%. Ad budget rose 10.6%.
How long do Meta leads take to become university admissions?
Typically two to three months. Leads generated from April to June converted mostly in July and August, which is why nearly three in four Meta-sourced admissions in 2026 arrived in those two months.
Which channel works best for university admissions?
No single channel. Google Ads works best for students already searching for programmes, Meta Ads works best for scale and early awareness, and social media supports trust. SRMU's results came from running the three together and tracking each stage of the funnel.
Can the same approach work for other universities and colleges?
Yes. The approach of separating brand-reach campaigns from lead campaigns, structuring Google Ads by programme intent and tracking enquiry to application to admission applies to most private universities and colleges in India.