₹50,971 in ad spend. ₹6 lakh in reported revenue. And two-thirds of the leads came in as phone calls.
The client reported ₹6,00,000 in revenue from this campaign — an 11.77× return on ₹50,971 in ad spend. No premium courses, no high-ticket programs. Just a single, tightly-run Search campaign where call tracking made the real conversion count visible — and where the blended cost per enquiry was ₹122, not the ₹398 the default report showed.
The campaign
A single Search campaign for an admission consultancy — no premium programs, standard courses only. Over the period shown, the campaign spent ₹50,971.72 across 18,158 impressions and 2,483 clicks, at an average CPC of ₹20.53. The client reported ₹6,00,000 in revenue from the enquiries generated — a 11.77× return on ad spend.
The Google Ads conversion count was 128 form fills at a reported ₹398.22 per conversion. But the account also had call tracking enabled, which recorded an additional 288 direct phone call enquiries. Total: 416 enquiries at a blended cost of ₹122.53 each. Revenue per enquiry came out to approximately ₹1,442 — for courses with no premium pricing attached.
Forms vs phone calls
This is why call tracking matters for education and consultancy businesses.
30.7% of total enquiries. Each form fill costs ₹398.22 in isolation — the number Google Ads reports by default.
69.3% of total enquiries. These would be invisible without call tracking — not counted as conversions at all.
Blended across both, the real cost per enquiry is ₹122.53 — not ₹398.22. Without call tracking, this account would appear to cost three times more per lead than it actually does. That misread affects every bidding and budget decision.
Google Ads campaign view · Education admission consultancy · Single Search campaign · Name redacted for client confidentiality
The full numbers
| Metric | Value | Note |
|---|---|---|
| Total spend | ₹50,971.72 | Single campaign |
| Impressions | 18,158 | |
| Clicks | 2,483 | |
| Avg. cost per click | ₹20.53 | |
| Interaction rate | 13.67% | Above average for Search |
| Form conversions | 128 | What Google Ads reports by default |
| Reported cost / conv. | ₹398.22 | Misleading without call data |
| Phone call enquiries | 288 | Tracked via call tracking |
| Total enquiries | 416 | Forms + calls combined |
| Real cost per enquiry | ₹122.53 | Blended across all 416 |
What this means
For standard-tier courses with no premium pricing, an 11.77× ROAS is a result of getting the fundamentals right — the right keywords, the right match types, call tracking properly set up, and a campaign that's actually optimised around how enquiries arrive rather than just how forms are built.
That last point matters. Without call tracking, this campaign's cost per conversion sits at ₹398. With it, the real number is ₹122. That difference — ₹276 per enquiry across 416 enquiries — is the gap between what this account appeared to cost and what it actually cost. Every bidding decision made without that data was made on a number that was three times too high.
Average revenue per enquiry across all 416 contacts — from a campaign targeting standard courses with no premium programs in the mix. At a cost of ₹122 per enquiry, the margin on each admission is substantial. The return here isn't driven by high-ticket course fees. It's driven by getting the basics right and counting every conversion properly.
Are you counting all your enquiries?
If call tracking isn't set up on your account, your cost-per-lead figure is almost certainly wrong — and your bidding strategy is optimising against a number that doesn't reflect reality. Book a free call and I'll check it.