₹1.2 Crore Budget Allocation (40%)

Google Ads StrategySearch • Performance Max • Local • Competitor Capture

Capture high-intent search traffic, defend branded terms, attack the engineering gap, and systematically outbid Xylem in entrance coaching keywords.

Budget Allocation: ₹1.2 Crore

₹60 L

50%

Search Campaigns

High-intent NEET/JEE, location, product keywords

₹30 L

25%

Competitor Capture

Xylem + others with dedicated landing pages

₹30 L

25%

Performance Max

YouTube, Display RT, Gmail campaigns

Included

—

Local Campaigns

GBP, Maps, Local Service Ads

Early Learnings & Next Steps

Previous Google Ads Experiments (Limited Scope)

•
Awareness-Only Spend
Spend focused on video awareness; limited lead capture focus
•
Search Coverage Was Light
Branded search defense and intent capture were minimal
•
Attribution Was Basic
Limited conversion tracking made ROI visibility harder
•
Opportunity Areas Untapped
Some high-intent categories were not fully explored

Recommended Next Step

•
Lead-First Search Campaigns
Focus on high-intent keywords with clear conversion goals
•
Branded Search Defense
Protect high-CTR branded terms from competitor poaching
•
Full Conversion Attribution
Superleap integration, UTM tracking, conversion visibility
•
Category Expansion
Build coverage across under-served, high-intent categories

Competitive Intelligence

Xylem Google Ads Analysis

Deep audit of Xylem's Google Ads strategy for entrance coaching and residential programs.

Xylem's Campaign Structure

→Campaign-per-cohort: NEET Fast-Track, JEE Crash, KEAM XPL, Repeaters, Residential
→Cross-channel funnels: YouTube awareness → Search re-bid → Display remarketing
→Seasonality: Adjustments around Onam/exam windows
→Bidding: CPA-targeted smart bidding signals

Xylem's Messaging Themes

Urgency & Finality

"Final Revision", "100 days of power-packed preparation", "Crash Batch"

Redemption Promise

"Repeaters — one more chance", "Dheera Repeaters"

Test-Series Emphasis

Unlimited mock tests, PYQ discussions, AITS

Offer Mechanics

Onam/seasonal discounts (10-15%), free revision access

Xylem's Weaknesses — Our Exploits

Their Gaps

✗Generic ad language: Commoditized headlines across campaigns
✗Residential storytelling gap: No alumni success stories
✗Poor micro-personalization: City/board-level hooks underused
✗Conversion friction: No instant booking/pay options

Our Counter Plays

✓Differentiated hooks: Legacy, outcomes, culture-first messaging
✓Long-form testimonials: Alumni residential transformation stories
✓Hyper-personalization: District + board + exam-specific ads
✓Instant conversion: Calendar booking + immediate payment

Our Campaign Structure

1Search Campaigns (₹60 Lakhs)

Branded Defense

• "Rays education"
• "Rays coaching centre"
• "Rays calicut"
• Protect 25-47% CTR terms

High-Intent NEET/JEE

• "NEET coaching Kerala"
• "JEE coaching Kozhikode"
• "Best entrance coaching"
• "NEET crash course 2026"

Engineering Gap Attack

• "JEE coaching Kerala" (zero organic)
• "Engineering coaching Malabar"
• "IIT preparation Kerala"
• First-mover advantage

2Competitor Capture (₹30 Lakhs)

Target Keywords

• "Xylem learning" / "Xylem coaching"
• "Xylem NEET" / "Xylem JEE"
• "Brilliant Pala" / "Allen Kerala"
• Competitor brand + product combinations

Landing Page Strategy

• Dedicated comparison landing pages
• "Why Rays vs [Competitor]" content
• Teacher interaction videos
• Personalized video integration (T*v*s P*L)

3Performance Max (₹30 Lakhs)

YouTube

• Teacher introduction videos
• Student success stories
• Campus tour content
• Exam preparation tips

Display Remarketing

• Website visitor retargeting
• Video viewer audiences
• Lead form abandoners
• Sequential messaging

Gmail Campaigns

• Competitor email openers
• Education interest segments
• Parent demographics
• Exam preparation intent

4Local Campaigns (Included in Search)

Google Business Proposal

• Optimized GBP profiles per location
• Review generation campaigns
• Photo/video updates
• Q&A management

Maps & Local Service Ads

• "Near me" keyword targeting
• District-specific campaigns
• Kozhikode, Malappuram, Kannur focus
• Direction/call tracking

Target KPIs

5-10%

Click-Through Rate

Industry avg: 2-3%

5-9% (up to 10%)

Conversion Rate

Lead → form conversions

₹500-700 / ₹750

Cost Per Lead

Product-specific

Performance Launch Framework

A disciplined structure to launch new campaigns with clean measurement, controlled spend, and a repeatable path to scale.

Workstream 01

Measurement & Account Architecture

•Define primary conversion events, attribution rules, and lead-quality signals
•Build campaign taxonomy by intent, geo, audience, and budget ownership
•Implement tracking + CRM integration with a QA checklist before launch
•Establish reporting cadence, naming conventions, and decision dashboards

Workstream 02

Brand & High-Intent Capture

•Stand up brand protection across search with clear guardrails and coverage
•Develop messaging pillars and asset extensions aligned to trust + intent
•Implement query controls (negatives, exclusions, match-type rules) to prevent waste
•Launch a structured ad copy experimentation matrix tied to intent segments

Workstream 03

Category Expansion: Engineering (JEE)

•Map JEE intent clusters and build a scalable keyword universe
•Create engineering-specific landing experiences with conversion-first UX
•Activate competitor/category capture with compliant positioning and controls
•Layer audience strategies (custom segments, in-market signals) with bid discipline

Workstream 04

Category Expansion: Medical (NEET) + Lifecycle

•Map NEET intent clusters, course variants, and geo coverage strategy
•Build medical landing experiences with proof assets and friction-reducing FAQs
•Enable lifecycle loops (remarketing + CRM journeys where applicable)
•Define scale rules: budget ramps, marginal CAC thresholds, and optimization playbook