How ProdEgyIAS Cut Its Google Ads Cost per Admission From ₹6,617 to ₹2,209
ProdEgyIAS, a Delhi-based coaching institute for UPSC Public Administration Optional, was already running Google Ads — but each admission was costing ₹6,617, and only about 1 in 3 enquiries was joining. After the campaign changes, the reported cost per admission came down to ₹2,209, and the cost of one enquiry fell by more than half.
Below is every number, before and after: what one click, one enquiry and one admission cost at each stage. It's the same level of detail MgiWebzone, an education marketing agency, gives every coaching institute, tuition centre and education consultant we work with.
Admissions are reported by ProdEgyIAS. Before and after figures, Google Ads numbers and client-reported numbers are labelled separately throughout this page.
What One Admission Cost on Google Ads — Before and After
Most coaching owners want one answer first: "If I spend on Google Ads, what does one student cost me?" For ProdEgyIAS, that answer was ₹6,617 in the baseline period. After the campaign changes, the reported figure was ₹2,209 — about two-thirds lower.
And that's the real problem many institutes have. The ads are running, the money is going out, but nobody has worked out what each admission is actually costing.
What moved the cost down?
Four numbers improved together: the click-through rate (3.95% → 11.62%), the cost per click (₹73.29 → ₹52.38), the click-to-enquiry rate (3.32% → 5.28%) and the share of enquiries that joined (34% → 45%). Each one lowered the cost of the next stage.
Where Every Number in This Case Study Comes From
A before-and-after story is only useful if you can trust both sides. So every number on this page is labelled — and we don't take credit for work ProdEgyIAS's own team did.
Ad Account Numbers
Impressions, clicks, click-through rate, cost per click, enquiries, conversion rate, cost per enquiry, click share, top position rate and spend.
ProdEgyIAS's Own Numbers
The 250 admissions (150 June, 100 October) and the 45% admissions-to-enquiries ratio, reported by ProdEgyIAS after counselling.
The "Before" Numbers
Rates from the account's baseline period. That period's spend, enquiries and admissions are estimates worked out from those rates, not account totals.
Batch-Level Ad Numbers
The ad numbers for June and October are the totals split 60/40. Only the batch admissions (150 and 100) are reported figures.
About ProdEgyIAS: Public Administration Optional Coaching in Delhi
ProdEgyIAS is a Delhi-based coaching institute for UPSC Civil Services aspirants who choose Public Administration as their optional subject. The institute is led by Ashutosh Pandey.
The Google Ads data in this case study covers the Public Administration Foundation Course, with admissions across two batches — June and October.
So it's one subject and one course — but two admission cycles each year, and an ad account that was already running before the changes.
| Institute Name | ProdEgyIAS |
| Website | www.prodegyias.com |
| Director | Ashutosh Pandey |
| Location | Delhi |
| Category | Competitive Exam Coaching |
| Subject | Public Administration Optional |
| Exam Focus | UPSC Civil Services Examination |
| Course Advertised | Public Administration Foundation Course |
| Batches | June Batch + October Batch |
| Campaign Type | Google Ads (PPC / Paid Search) |
Why the Ads Were Costing So Much per Admission
The account was live, but the baseline numbers showed money leaking at every stage. Here's what they looked like.
1. Very Few People Clicked
Only 3.95% of people who saw the ads clicked on them — fewer than 4 in every 100. The ads were being shown, but most viewers simply scrolled past.
2. Each Click Cost More
The average click cost ₹73.29. When clicks are expensive and few of them turn into enquiries, the cost of every enquiry climbs fast.
3. Few Clicks Became Enquiries
Only 3.32% of clicks turned into an enquiry. Put that together with the click cost, and one enquiry cost ₹2,205.71.
4. Only About 1 in 3 Enquiries Joined
34% of enquiries became admissions. With expensive enquiries and a lower joining rate, each admission ended up costing ₹6,617.
Paying Too Much for Every Admission From Google Ads?
If your ads are running but you don't know what one enquiry or one admission is really costing you, we can go through your account with you and show you where the money is leaking.
Google Ads Performance Before and After the Campaign Changes
Here is every rate side by side. Rates can be compared fairly even when two periods are different lengths — so this is the clearest view of what changed.
| Metric | Before | After | Change |
|---|---|---|---|
| Click-through rate | 3.95% | 11.62% | +7.67 points |
| Average cost per click | ₹73.29 | ₹52.38 | ₹20.91 lower (−28.5%) |
| Conversion rate (click to enquiry) | 3.32% | 5.28% | +1.96 points |
| Cost per enquiry | ₹2,205.71 | ₹992.87 | ₹1,212.84 lower (−55%) |
| Admissions / enquiries Client-reported | 34% | 45% | +11 points |
| Cost per admission | ₹6,617.12 | ₹2,209 | ₹4,408.12 lower (−66.6%) |
| Search click share | 54.42% | 52.67% | −1.75 points |
| Absolute top impression rate | 85.98% | 79.04% | −6.94 points |
Why we don't compare totals: the baseline recorded 9,148 impressions and 361 clicks, against 90,737 and 10,544 after. We don't know that both periods were the same length, so comparing these totals directly could mislead. The baseline's spend (~₹26,458), enquiries (~12) and admissions (~4) are estimates worked out from its rates, so we don't use them to claim growth either.
The Cost Came Down at Every Stage — Click, Enquiry and Admission
Three different numbers, each one feeding into the next. When all three come down together, the final cost of a student drops sharply.
Why a cheaper click alone isn't enough
The cost per click fell by 28.5%. But the cost per admission fell by 66.6% — because more clicks turned into enquiries, and more enquiries turned into admissions. That's why an owner should never judge Google Ads on cost per click alone.
Two Visibility Numbers Went Down — and Costs Still Improved
Not everything went up. Two numbers that many owners watch closely actually fell, while every cost number got better.
Search Click Share
Clicks received compared with the estimated clicks the ads were eligible for.
Absolute Top Impression Rate
Share of ad impressions shown in the very first ad position.
Cost per Enquiry
What one recorded enquiry cost.
Cost per Admission
Ad spend behind each reported admission.
What this tells an owner
Being at the very top more often, or winning a bigger share of clicks, doesn't by itself mean you're getting students cheaper. In this account, both those numbers were lower after the changes, while the cost of each enquiry and each admission was much lower. Our data doesn't show exactly why they fell, so we haven't guessed.
Want to Know Where Your Google Ads Money Is Leaking?
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Complete Google Ads Performance Data After the Changes
These are the headline figures for the ProdEgyIAS Public Administration Foundation Course campaign after the changes, shown exactly as reported, each with its source.
| Metric | Value | Source |
|---|---|---|
| Impressions | 90,737 | Google Ads |
| Clicks | 10,544 | Google Ads |
| Click-Through Rate (CTR) | 11.62% | Google Ads |
| Average Cost Per Click (CPC) | ₹52.38 | Google Ads |
| Conversions (Enquiries) | 556 | Google Ads |
| Conversion Rate | 5.28% | Google Ads |
| Cost Per Conversion (Enquiry) | ₹992.87 | Google Ads |
| Search Click Share | 52.67% | Google Ads |
| Absolute Top Impression Rate | 79.04% | Google Ads |
| Total Ad Spend | ₹5,52,283.81 | Google Ads |
| Admissions / Conversions Ratio | 45% | Client-reported |
| Total Admissions | 250 | Client-reported |
| Cost Per Admission | ₹2,209 | Based on reported admissions |
How 90,737 Ad Impressions Led to 250 Reported Admissions
Four stages. The first three are recorded in the Google Ads data. The last one — admission — was reported separately by ProdEgyIAS, after their counselling team worked on the enquiries.
White cards = Google Ads numbers. Orange card = client-reported number. An admission also depends on counselling, course fit, fees and the student's own decision.
250 Admissions Across Two Batches: June and October
ProdEgyIAS admits students into two batches a year. The June batch brought in 150 admissions and the October batch 100 — a 60/40 split.
| Item | June | October |
|---|---|---|
| Admissions Reported | 150 | 100 |
| Enquiries Modelled | 334 | 222 |
| Clicks Modelled | 6,326 | 4,218 |
| Ad spend Modelled | ₹3,31,370.29 | ₹2,20,913.52 |
Read the batch numbers carefully
In our source data, the campaign's ad numbers — impressions, clicks, enquiries and spend — are split 60/40 between the two batches to match the admission split. That's why both batches show the same click rate and the same ₹2,209 per admission. Only the admission counts (150 and 100) are reported batch figures; we haven't treated the identical cost as a separate result.
What It Took to Get One Enquiry and One Admission
These are simple calculations from the after-period totals — one number divided by another. They're not separate Google Ads metrics, but they show the campaign from a more useful angle.
| Impressions to clicksClick-through rate, as reported | 11.62% |
| Clicks to enquiriesConversion rate, as reported | 5.28% |
| Enquiries to admissionsClient-reported | 45% |
| Impressions to admissions(250 ÷ 90,737) × 100 | 0.28% |
| Admissions per 1,000 impressions(250 ÷ 90,737) × 1,000 | 2.76 |
| Admissions per 100 clicks(250 ÷ 10,544) × 100 | 2.37 |
| Clicks per enquiry10,544 ÷ 556 | 19.0 |
| Enquiries per admission556 ÷ 250 | 2.22 |
| Clicks per admission10,544 ÷ 250 | 42.2 |
| Impressions per admission90,737 ÷ 250 | 363 |
| Spend per impression₹5,52,283.81 ÷ 90,737 | ₹6.09 |
| Admission check556 × 45% = 250.2 | ≈ 250 |
Why a Few Figures Don't Divide Exactly
If you take a calculator to the headline totals, most figures match — and a few come out slightly different. We'd rather show you that than hide it.
| Metric | Reported | Direct Calculation | Result |
|---|---|---|---|
| After: click-through rate | 11.62% | 10,544 ÷ 90,737 | 11.62% |
| After: cost per click | ₹52.38 | ₹5,52,283.81 ÷ 10,544 | ₹52.38 |
| After: admissions ratio | 45% | 250 ÷ 556 | 44.96% |
| After: cost per admission | ₹2,209 | ₹5,52,283.81 ÷ 250 | ₹2,209.14 |
| Before: click-through rate | 3.95% | 361 ÷ 9,148 | 3.95% |
| After: conversion rate | 5.28% | 556 ÷ 10,544 | 5.27% |
| After: cost per enquiry | ₹992.87 | ₹5,52,283.81 ÷ 556 | ₹993.32 |
| Before: cost per enquiry | ₹2,205.71 | ₹73.29 ÷ 3.32% | ₹2,207.53 |
| Before: cost per admission | ₹6,617.12 | ₹2,205.71 ÷ 34% | ₹6,487.38 |
Green = matches the reported figure. Orange = a difference. Our source data doesn't show why these differences exist, so we haven't guessed. We've kept every reported figure as it is and shown the direct arithmetic next to it.
Want This Level of Clarity in Your Own Google Ads Reports?
Know what one click, one enquiry and one admission are costing you — and how those numbers compare with where you started.
What These Google Ads Numbers Mean for a Coaching Owner
Ad reports are full of short forms. Here's what each one means in plain words, using ProdEgyIAS's own numbers (before → after).
Click-Through Rate
3.95% → 11.62%Out of the times the ads were shown, the share that led to a click. After the changes, more than 1 in 9 viewers clicked.
Cost Per Click
₹73.29 → ₹52.38The average amount paid to Google each time someone clicked an ad.
Conversion Rate
3.32% → 5.28%The share of clicks that turned into an enquiry — a form fill, a call or a WhatsApp message.
Cost Per Enquiry
₹2,205.71 → ₹992.87What one recorded enquiry cost. This is the first step towards the cost of one student.
Admissions / Enquiries
34% → 45%The share of enquiries that became admissions, as reported by ProdEgyIAS. From about 1 in 3 to nearly 1 in 2.
Cost Per Admission
₹6,617 → ₹2,209The ad spend behind each reported admission — the number most owners care about.
Search Click Share
54.42% → 52.67%Clicks the ads actually got, compared with the estimated clicks they were eligible to get. It is not a share of all searches for the subject.
Absolute Top Impression Rate
85.98% → 79.04%The share of the ads' impressions shown in the very first ad position, above the regular search results.
Enquiries (Conversions)
556Recorded actions after a click in the after period — a form fill, a call or a WhatsApp message.
What This Coaching Institute Google Ads Case Study Shows
Two-Thirds Off the Cost of a Student
From ₹6,617 to ₹2,209 per reported admission. For a coaching owner, this is the number that decides whether Google Ads is worth it.
Enquiries Cost Half as Much
One enquiry went from ₹2,205.71 to ₹992.87. Cheaper enquiries mean your counselling team gets more conversations for the same budget.
Nearly Three Times the Click Rate
The click-through rate went from 3.95% to 11.62%. More of the people who saw the ads actually clicked on them.
More Enquiries Joined
ProdEgyIAS reported 45% of enquiries joining, up from 34%. That last step matters just as much as the clicks before it.
Every Stage Got Cheaper
Click, enquiry and admission — all three costs came down together. One cheaper stage alone would never have cut two-thirds off the final cost.
Two Batches, Both Filled
ProdEgyIAS reported 150 admissions in the June batch and 100 in the October batch — 250 across the two cycles.
What Google Ads Did, and What ProdEgyIAS's Team Did
Ads can bring serious students to your door. Turning them into admissions is your team's work. We think it's only fair to keep the two apart.
Bringing the Right Students In, for Less
- Click-through rate up from 3.95% to 11.62%
- Cost per click down from ₹73.29 to ₹52.38
- Click-to-enquiry rate up from 3.32% to 5.28%
- 556 enquiries recorded at ₹992.87 each
- Every stage reported, before and after
Turning Enquiries Into Admissions
- Followed up with the students who enquired
- Counselled them on the Public Administration course
- Reported 250 admissions — 150 June, 100 October
- Reported 45% of enquiries joining, up from 34%
- Backed by the trust students place in the institute
See How We've Helped Other Education Businesses
Explore real case studies and campaign results from coaching institutes, schools and education brands we've worked with.
Already Running Google Ads? What This Means for Your Institute
ProdEgyIAS's numbers belong to one UPSC coaching institute, so your numbers will be different. But the lesson works for any education business that's already spending on ads: work out what each stage costs today, then fix the stage that's leaking the most.
UPSC, NEET, JEE, SSC & Banking Coaching
If your Google Ads for a competitive exam coaching institute feel expensive, start by finding which stage is costing you the most.
- What does one click cost you?
- What does one enquiry cost you?
- What does one admission cost you?
Tuition Centres & Local Coaching Classes
Digital marketing for a tuition centre works on a smaller budget, so every leaking rupee hurts more. The same stage-by-stage check applies.
- See what each enquiry costs
- Plan around your session calendar
- Reach parents and students nearby
Education & Admission Consultancies
For lead generation for education consultants, cheap enquiries that never become admissions are the most common leak. Our NEETell case study shows Google Ads for a NEET PG medical admission consultancy.
- See cost per enquiry by campaign
- Separate searches by course and route
- Report enquiries and admissions apart
What to Ask Before You Hire a Google Ads Agency for Your Institute
The lesson here isn't "every student should cost ₹2,209". Your subject, city, fees, brand and team are all different — so your numbers will be different too.
The real lesson is that you should know your starting point, and be able to see the cost at every stage after any changes. These questions help you check whether your agency shows you that.
Questions Worth Asking Any Agency
- What does one enquiry actually cost me today? And what did it cost before you started?
- What does one admission cost me? Does anyone check enquiries against my admission records?
- What counts as an "enquiry" in my report? A form? A call? A WhatsApp message?
- Which stage is the most expensive — click, enquiry or admission?
- Are you judging my account on rates, or on totals from periods of different lengths?
- Are ad numbers and admission numbers shown separately? Or are leads presented as if they were students?
Not Sure Which Plan Fits Your Education Business?
Tell us what you teach, what you spend on ads today and how many enquiries you get. We'll help you pick the right plan — without adding anything you don't need.
How We Report Google Ads Results for Education Businesses
"250 admissions" sounds great on its own. But on its own, it doesn't tell you whether you're paying too much for each one.
What helps is what sits underneath it — the cost of a click, an enquiry and an admission, before and after, side by side. That's the kind of detail we give every education business we run Google Ads for — coaching institutes, tuition centres and education consultants alike.
| What We Show You | What You Often Get Instead |
|---|---|
| Cost per click, per enquiry and per admission — each shown separately | One blended "total leads" number |
| A clear before-and-after on every rate | No baseline, so nobody can say what improved |
| Results broken down by batch | A single report at the end of the month |
| A clear line between ad numbers and your admission numbers | Ad leads presented as if they were admissions |
| Honest notes on what's estimated, modelled or exact | Vague words like "results" or "growth" |
A Few Honest Notes About This Case Study
An Enquiry Is Not an Admission
An enquiry is a recorded Google Ads conversion — a form fill, call or WhatsApp message. The 250 admissions were reported separately by ProdEgyIAS.
Admissions Are Client-Reported
We don't claim admissions as our own result. Admissions depend on counselling, course fit, fees, follow-up and the student's own decision.
"Before" Totals Are Estimates
The baseline's rates are reported, but its spend (~₹26,458), enquiries (~12) and admissions (~4) are worked out from those rates. We compare rates only.
Batch Ad Numbers Are Modelled
June and October ad numbers are the totals split 60/40. Only the batch admissions — 150 and 100 — are reported figures.
A Few Figures Don't Divide Exactly
A handful of reported averages differ slightly from direct calculation, including the baseline cost per admission. We've kept the reported figures and shown the arithmetic.
Your Results Will Be Your Own
This is one institute's result, not a promise. Results depend on subject, city, competition, fees, landing page, budget and your team's follow-up.
What ProdEgyIAS Says About Working With MgiWebzone
Our Google Ads were already running, but every admission was costing us a lot and we couldn't see where the money was going. MgiWebzone showed us the numbers at every step — what a click cost, what an enquiry cost and what an admission cost. Over time, the cost per admission came down a lot, and the enquiries were from serious Public Administration aspirants our team could work with. The reports are clear, so we always know what we are spending and what it is bringing in.
Google Ads Cost per Admission for Coaching Institutes: FAQs
How much did ProdEgyIAS's Google Ads cost per admission?
How much did one enquiry cost before and after?
How many admissions did ProdEgyIAS get from Google Ads enquiries?
What was the click-through rate before and after?
What was the cost per click before and after?
Why did the cost per admission fall so much more than the cost per click?
What counts as an enquiry in this case study?
Does MgiWebzone take credit for the 250 admissions?
Why aren't impressions and clicks compared before and after?
Why did click share and top position go down?
How many admissions came in each batch?
How much did ProdEgyIAS spend on Google Ads?
How do I know if I'm paying too much per admission on Google Ads?
Can an existing Google Ads account be improved without starting from zero?
Does this approach work for tuition centres and education consultants?
How do I check if my Google Ads agency is giving real results?
What should I fix first if my Google Ads cost per admission is high?
Will my institute get the same numbers?
More Education Marketing Case Studies
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