IMS4Maths Google Ads Case Study: 950 Maths Optional Admissions on ₹14.39 Lakh Ad Spend
IMS4Maths is a UPSC Mathematics Optional coaching institute for IAS and IFoS aspirants, led by K. Venkanna Sir. Over about 12 months, its Google Ads campaign recorded 1,759 enquiries, and IMS4Maths's counselling team reported 950 admissions from them — that's ₹1,528 of ad spend behind every admission.
Below is every number: what the ads brought in, what each stage cost, and when students actually joined. 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 IMS4Maths. Google Ads numbers and client-reported numbers are labelled separately throughout this page.
What One Admission Cost on Google Ads for This Coaching Institute
Most coaching owners want one answer first: "If I spend on Google Ads, what does one student cost me?" For IMS4Maths, the reported figure is ₹1,528 of ad spend for every admission.
That number sits on top of two separate steps. First, the ads had to bring in an enquiry — each one cost ₹819.18. Then IMS4Maths's own counselling team had to turn enquiries into admissions — and they reported that 54% of enquiries joined.
Why is cost per admission higher than cost per enquiry?
Because not every enquiry becomes a student. On average, it took about 1.85 enquiries to get one admission. (If you multiply the figures yourself, you'll see a small gap from ₹1,528 — we explain it in the "Why a Few Figures Don't Divide Exactly" section.)
Where Every Number in This Case Study Comes From
An enquiry and an admission are not the same thing. So every number on this page is labelled with where it came from — and we don't take credit for work IMS4Maths'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 total spend.
IMS4Maths's Own Numbers
The 950 admissions and the 54% admissions-to-enquiries ratio. IMS4Maths reported these after their counselling team worked on the enquiries.
Simple Maths on the Above
Things like "clicks per enquiry" or "admissions per 100 clicks". One number divided by another — nothing new added.
Spend per Window
Total spend split in the same ratio as admissions. It is not the actual Google Ads spend for each period.
About IMS4Maths: A UPSC Maths Optional Coaching Institute
IMS4Maths teaches Mathematics Optional for two exams — UPSC Civil Services (IAS) and the Indian Forest Service (IFoS). The lead faculty is K. Venkanna Sir.
Students can join through classroom courses, online courses or test series (online and offline), and the institute also offers study material for both IAS and IFoS Maths Optional.
So it's one institute and one subject — but two exam audiences, several ways to study, and students who decide at different times of the year.
| Institute Name | IMS4Maths |
| Website | www.ims4maths.com |
| Lead Faculty | K. Venkanna Sir |
| Category | Competitive Exam Coaching |
| Primary Subject | Mathematics Optional (IAS / IFoS) |
| Exam Focus | UPSC Civil Services Exam (IAS) + Indian Forest Service (IFoS) |
| Teaching Mode | Classroom + Online Courses + Test Series (Online & Offline) |
| Study Material | Available for both IAS and IFoS Maths Optional |
| Other Resources | Sample material, PYQs, Topper answer sheets, Online test series, Doubt sessions |
| Campaign Type | Google Ads (PPC / Paid Search) |
| Period Covered | ~12 Months (7 admission windows) |
What Makes Marketing a UPSC Coaching Institute Different
Running Google Ads for one optional subject sounds simple. In practice, a few things make it harder than "switch on ads and wait for calls".
1. Admissions Don't Come in One Season
IMS4Maths's admissions were spread across 7 separate windows, from July right through to the next July. With demand spread like that, relying on just one peak month could leave a lot of students out.
2. Two Exams, One Subject
IMS4Maths teaches Maths Optional for both IAS and IFoS aspirants. Both groups look for the same subject, so the ads had to make sense to both.
3. Many Ways to Study
Classroom, online, test series and study material. A student looking for a test series and a student looking for a full classroom course are both "Maths Optional" students — but they're not looking for the same thing.
4. Enquiries Had to Be Worth Following Up
A cheap enquiry that the counselling team can't convert doesn't help anyone. The real test is whether the people enquiring are serious enough to join. IMS4Maths's reported 54% admissions-to-enquiries ratio speaks to that.
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How the Google Ads Campaign Was Set Up and Measured
Instead of judging the campaign on one yearly total, the year was mapped into admission windows. That way, it's easy to see when admissions came in and when demand was lower.
We call each window a "Time Zone" (TZ). It has nothing to do with clocks — it just means a stretch of the year when students are actively deciding.
Complete Google Ads Performance Data and Client-Reported Admissions
These are the headline figures for the IMS4Maths Mathematics Optional campaign, shown exactly as reported. Google Ads numbers and IMS4Maths's own admission numbers sit side by side, each with its source.
| Metric | Value | Source |
|---|---|---|
| Impressions | 2,35,014 | Google Ads |
| Clicks | 25,000 | Google Ads |
| Click-Through Rate (CTR) | 10.64% | Google Ads |
| Average Cost Per Click (CPC) | ₹57.97 | Google Ads |
| Conversions (Enquiries) | 1,759 | Google Ads |
| Conversion Rate | 7.08% | Google Ads |
| Cost Per Conversion (Enquiry) | ₹819.18 | Google Ads |
| Search Click Share | 36.08% | Google Ads |
| Absolute Top Impression Rate | 67.70% | Google Ads |
| Total Ad Spend | ₹14,39,214.10 | Google Ads |
| Admissions / Conversions Ratio | 54% | Client-reported |
| Total Admissions | 950 | Client-reported |
| Cost Per Admission | ₹1,528 | Based on reported admissions |
How 2,35,014 Ad Impressions Led to 950 Reported Admissions
Four stages. The first three are recorded in the Google Ads data. The last one — admission — was reported separately by IMS4Maths, 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.
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950 Admissions Were Spread Across Seven Admission Windows
The ~12 months are grouped into seven admission windows across the UPSC and IFoS preparation cycle. Admissions were not spread evenly — some windows were much busier than others.
| Time Zone | Period Covered | Share of Admissions | Admissions |
|---|---|---|---|
| TZ1 | 22nd July – 31st July | 16% | 152 |
| TZ2 Largest | 10th August – 4th September | 18% | 171 |
| TZ3 | 16th September – 24th September | 14% | 133 |
| TZ4 | 6th October – 18th October | 12% | 114 |
| TZ5 Smallest | 1st January – 15th February | 10% | 95 |
| TZ6 | 1st April – 15th May | 14% | 133 |
| TZ7 | 1st June – 15th July | 16% | 152 |
| Total | ~12 Months | 100% | 950 |
These seven windows are admission periods used for analysis and reporting. They are not seven separate Google Ads campaigns.
Which Admission Window Brought the Most Students?
10th August to 4th September (TZ2) was the single biggest window, with 171 admissions. 1st January to 15th February (TZ5) was the quietest, with 95.
Even the quietest window still brought in 95 students. So the smaller windows were worth planning for too — not just the big ones.
Two Admission Seasons Brought In 78% of Students
Group the windows together and a clear pattern shows up. Two stretches of the year brought in 741 of the 950 admissions.
July – September (TZ1–TZ3)
152 + 171 + 133 admissions. The single largest block of the year — nearly half of all students joined in this stretch.
April – July (TZ6–TZ7)
133 + 152 admissions. The second big season, running into July.
October and January–February (TZ4–TZ5)
114 + 95 admissions. Smaller windows — but still more than one in every five students.
What this means for your own admission calendar
Every coaching institute, tuition centre and education consultancy has its own admission seasons — they depend on the course, the exam, the city and the session. The lesson isn't to copy IMS4Maths's calendar. It's to know your own, and plan your budget around it.
What It Took to Get One Enquiry and One Admission
These are simple calculations from the headline 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 | 10.64% |
| Clicks to enquiriesConversion rate, as reported | 7.08% |
| Enquiries to admissionsClient-reported | 54% |
| Impressions to admissions(950 ÷ 2,35,014) × 100 | 0.404% |
| Admissions per 1,000 impressions(950 ÷ 2,35,014) × 1,000 | 4.04 |
| Admissions per 100 clicks(950 ÷ 25,000) × 100 | 3.80 |
| Clicks per enquiry25,000 ÷ 1,759 | 14.2 |
| Enquiries per admission1,759 ÷ 950 | 1.85 |
| Clicks per admission25,000 ÷ 950 | 26.3 |
| Impressions per admission2,35,014 ÷ 950 | 247 |
| Spend per impression₹14,39,214.10 ÷ 2,35,014 | ₹6.12 |
| Admission check1,759 × 54% = 949.86 | ≈ 950 |
Google Ads Cost per Enquiry and per Admission
Here's the money side, laid out plainly — first the overall costs, then how the total spend lines up against the seven admission windows.
| Total ad spend (~12 months) | ₹14,39,214.10 |
| Average cost per click | ₹57.97 |
| Cost per enquiry | ₹819.18 |
| Cost per admissionBased on client-reported admissions | ₹1,528 |
| Average spend per monthSimple annual average: total ÷ 12 | ~₹1,19,934 |
| Average admissions per monthSimple annual average: 950 ÷ 12 | ~79 |
| TZ1 · 152 admissions | ₹2,30,274 |
| TZ2 · 171 admissions | ₹2,59,059 |
| TZ3 · 133 admissions | ₹2,01,490 |
| TZ4 · 114 admissions | ₹1,72,706 |
| TZ5 · 95 admissions | ₹1,43,921 |
| TZ6 · 133 admissions | ₹2,01,490 |
| TZ7 · 152 admissions | ₹2,30,274 |
| Total · 950 admissions | ₹14,39,214 |
Read these two tables carefully
The monthly figures are simple annual averages for context — admissions were uneven across the year, so no real month looked exactly like this. The window spend is modelled by splitting total spend in the same ratio as each window's admissions (for example, 16% × ₹14,39,214 = ₹2,30,274). It shows roughly where the money sat, not what Google Ads actually spent in each period.
Why a Few Figures Don't Divide Exactly
If you take a calculator to the headline totals, a few averages come out slightly different from the reported figures. We'd rather show you that than hide it.
| Metric | Reported | Direct Calculation | Result |
|---|---|---|---|
| Click-through rate | 10.64% | 25,000 ÷ 2,35,014 | 10.64% |
| Admissions / conversions ratio | 54% | 950 ÷ 1,759 | 54.01% |
| Conversion rate | 7.08% | 1,759 ÷ 25,000 | 7.04% |
| Average cost per click | ₹57.97 | ₹14,39,214.10 ÷ 25,000 | ₹57.57 |
| Cost per conversion (enquiry) | ₹819.18 | ₹14,39,214.10 ÷ 1,759 | ₹818.20 |
| Cost per admission | ₹1,528 | ₹14,39,214.10 ÷ 950 | ₹1,515 |
Green = matches the reported figure. Orange = small 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?
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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 IMS4Maths's own numbers.
Impressions
2,35,014How many times the IMS4Maths ads were shown to people searching on Google.
Clicks
25,000How many times people clicked an ad and came through to learn more.
Click-Through Rate
10.64%Out of the times the ads were shown, 10.64% led to a click — more than 1 in every 10.
Cost Per Click
₹57.97The average amount paid to Google each time someone clicked an ad.
Enquiries (Conversions)
1,759Recorded actions after a click — a form fill, a call, a WhatsApp message or a registration.
Conversion Rate
7.08%The reported share of clicks that turned into an enquiry — roughly 1 in every 14.
Cost Per Enquiry
₹819.18What one enquiry cost on average. This is the first step towards the cost of one student.
Search Click Share
36.08%Clicks the ads actually got, compared with the estimated clicks they were eligible to get. It is not a share of all Maths Optional searches.
Absolute Top Impression Rate
67.70%The share of the ads' impressions that appeared in the very first ad position, above the regular search results.
Admissions / Conversions Ratio
54%950 reported admissions against 1,759 recorded enquiries. More than 1 in every 2.
Cost Per Admission
₹1,528The ad spend behind each admission IMS4Maths reported — the number most owners care about.
Total Ad Spend
₹14.39 LakhEverything spent on Google Ads over about 12 months: ₹14,39,214.10.
What This Coaching Institute Google Ads Campaign Shows
More Than Half the Enquiries Joined
IMS4Maths reported 950 admissions from 1,759 enquiries. For that to happen, two things had to work together: the right students had to enquire, and the counselling team had to do its job well.
Clicks Turned Into Enquiries at a Healthy Rate
About 1 in every 14 clicks became an enquiry. The fewer clicks you need per enquiry, the less each enquiry costs — here, ₹819.18.
Winning Every Click Isn't the Goal
The ads got about 36% of the clicks they were eligible for — and still recorded 1,759 enquiries. More clicks only help if they're the right students.
Two Seasons Did Most of the Work
July–September (48%) and April–July (30%) brought in 78% of admissions. Knowing your own admission seasons is the first step to spending sensibly.
Two Good Rates Work Together
A good click-to-enquiry rate keeps the cost of each enquiry down. A good enquiry-to-admission rate means fewer enquiries are needed per student. Together, they bring down the cost of one admission.
Every Stage Was Reported Separately
Impressions, clicks, enquiries and admissions — each shown on its own, with its source. That's what lets an owner see exactly which stage to work on next.
What Google Ads Did, and What IMS4Maths'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
- Ads shown 2,35,014 times to people searching
- 67.70% of impressions in the very first ad position
- 25,000 clicks at an average of ₹57.97 per click
- 1,759 enquiries recorded at ₹819.18 each
- Results reported across 7 admission windows
Turning Enquiries Into Admissions
- Followed up with the students who enquired
- Counselled them on courses, test series and material
- Reported 950 admissions in total
- Reported a 54% admissions-to-enquiries ratio
- Backed by the trust students place in K. Venkanna Sir
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.
What This Means for Your Coaching Institute, Tuition Centre or Consultancy
IMS4Maths's numbers belong to one UPSC coaching institute, so your numbers will be different. But the method — know your admission seasons, see the cost at every stage, and keep enquiries and admissions separate — works for every kind of education business.
UPSC, NEET, JEE, SSC & Banking Coaching
If you're looking at Google Ads for a competitive exam coaching institute, start with the same three questions this case study answers.
- When do your students actually join?
- What does one enquiry really cost you?
- How many enquiries become admissions?
Tuition Centres & Local Coaching Classes
Digital marketing for a tuition centre works on a smaller, local scale — but the logic is the same. Your admission windows might be session start and the months after results.
- Reach parents and students in your area
- Plan around your session calendar
- See what each enquiry costs
Education & Admission Consultancies
For lead generation for education consultants, keeping enquiries and confirmed admissions separate matters just as much. Our NEETell case study shows Google Ads for a NEET PG medical admission consultancy.
- Separate searches by course and route
- See cost per enquiry by campaign
- 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 ₹1,528". Your subject, city, fees, brand and team are all different — so your numbers will be different too.
The real lesson is that you should be able to see your cost at every stage: one click, one enquiry, one admission. Once you can see that, you know exactly where to improve. These questions help you check whether your agency shows you that.
Questions Worth Asking Any Agency
- What does one enquiry actually cost me? The real figure, not a vague average.
- What counts as an "enquiry" in my report? A form? A call? A WhatsApp message?
- Which months bring me the most students? And is my budget planned around them?
- How often do my ads show in the top position?
- How many of my enquiries become admissions? Does anyone check this with my counselling team?
- 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, where your students come from and how you get enquiries today. We'll help you pick the right plan — without adding anything you don't need.
IMS4Maths Google Ads Results: Every Number in One Place
Handy if you want to compare these numbers with your own account.
| Impressions | 2,35,014 |
| Clicks | 25,000 |
| Click-through rate | 10.64% |
| Average cost per click | ₹57.97 |
| Conversions (enquiries) | 1,759 |
| Conversion rate | 7.08% |
| Cost per conversion | ₹819.18 |
| Search click share | 36.08% |
| Absolute top impression rate | 67.70% |
| Total ad spend | ₹14,39,214.10 |
| Total admissions (client-reported) | 950 |
| Admissions / conversions ratio | 54% |
| Cost per admission | ₹1,528 |
| Admissions per 1,000 impressions | 4.04 |
| Admissions per 100 clicks | 3.80 |
| Impressions to admissions | 0.404% |
| Clicks per enquiry | 14.2 |
| Enquiries per admission | 1.85 |
| Largest window (TZ2: Aug–Sep) | 171 (18%) |
| Smallest window (TZ5: Jan–Feb) | 95 (10%) |
How We Report Google Ads Results for Education Businesses
"950 admissions" sounds great on its own. But on its own, it doesn't help you make a single decision about your budget.
What helps is what sits underneath it — 2,35,014 impressions, 25,000 clicks, 1,759 enquiries at ₹819.18 each, seven admission windows with 95 to 171 students each, and a counselling team that converted 54% of enquiries. 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 |
| Results broken down by admission window | 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 modelled and what's 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, WhatsApp message or registration. The 950 admissions were reported separately by IMS4Maths.
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.
Window Spend Is Modelled
Spend per admission window was worked out by splitting total spend in the ratio of admissions. It is not the actual Google Ads spend for each period.
A Few Figures Don't Divide Exactly
The reported cost per click, conversion rate, cost per enquiry and cost per admission differ slightly from direct calculation. 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 course, city, competition, fees, landing page, budget and your team's follow-up.
Monthly Figures Are Averages
~₹1,19,934 and ~79 admissions a month are simple annual averages for context, not actual month-by-month figures.
What IMS4Maths Says About Working With MgiWebzone
IMS4Maths has been running for many years. We always had a website, and students were joining. We had our own person handling online work in the office, and we had also tried another agency. But we were not getting clear results — money was going into ads, but we couldn't see what was actually working. MgiWebzone changed that. They understood how Maths Optional admissions happen through the year, and the enquiries that came were from serious students our team could work with. Their reports are simple — what we spent, how many enquiries came and what each one cost. That clarity was missing before.
Google Ads for Coaching Institutes and Education Businesses: FAQs
Does Google Ads work for coaching institutes?
How much did IMS4Maths spend on Google Ads?
How many admissions did IMS4Maths get from Google Ads enquiries?
What was the cost per admission?
What was the cost per enquiry?
Does MgiWebzone take credit for the 950 admissions?
What counts as an enquiry in this case study?
What does 36.08% Search Click Share mean?
What does 67.70% Absolute Top Impression Rate mean?
When is the right time for a coaching institute to run Google Ads?
How much should a coaching institute spend on Google Ads every month?
Can a small tuition centre get students through Google Ads?
Does Google Ads work for education and admission consultants?
Does this approach work for NEET, JEE, SSC or banking coaching?
How do I check if my Google Ads agency is giving real results?
Which agency runs Google Ads for UPSC coaching institutes?
Did the campaign cover IFoS students too?
Will my institute get the same numbers?
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