NEETell Google Ads Case Study for NEET PG Admission Lead Generation
Sixty days. ₹5.78 lakh spent on Google Ads. And 1,216 tracked enquiries from the website to show for it. Here’s exactly how MgiWebzone set up the Google Search campaigns for NEETell — separate budgets for Maharashtra, Karnataka and department-specific searches, so every rupee could be traced back to where it went and what it brought in.
1,216 tracked enquiries
₹476 Was What One Tracked Enquiry Actually Cost
A click is not an enquiry. Someone seeing your ad is not an enquiry. And even a genuine, tracked enquiry is not yet an admission. Most Google Ads reports mix all three together and just call it a “lead” — which is exactly why business owners stop trusting the numbers.
Here is the honest version: out of the full ₹5,78,756 spent, the average cost of one tracked website enquiry came to ₹476. But that single average hides something important — the real cost was very different depending on which campaign brought the click.
| Campaign | Money Spent | Tracked Enquiries | Cost per Enquiry |
|---|---|---|---|
| Maharashtra | ₹2,40,000 | ~591 | ₹406 |
| Karnataka | ₹1,90,000 | ~434 | ₹438 |
| Department / Specialisation | ₹1,48,756 | ~190 | ₹781 |
| Overall Average | ₹5,78,756 | 1,216 | ₹476 |
Why the difference?
A student typing “NEET PG counselling Maharashtra” and a student typing the exact name of one specific department are two completely different kinds of searches. The second one is rarer and more specific — and rarer searches almost always cost more per click. This one idea explains most of the numbers on this page.
We Only Work With Education Businesses — Nothing Else
MgiWebzone is based in GTB Nagar, New Delhi, and has been working purely with education businesses since 2012 — coaching institutes, schools, colleges, and admission consultants like NEETell. Nothing outside education.
For a business that depends on enquiries turning into admissions, an ad account alone is not enough. The location a student is searching from, what they’re actually looking for, the page they land on, and how their enquiry gets tracked — all of it has to work together. This case study shows exactly how we set that up for NEETell.
One Student Looking for General Counselling Is Not the Same as One Looking for a Specific Quota Seat
NEETell helps NEET PG students get MD/MS seats — through general counselling, management quota, or NRI quota — across both Maharashtra and Karnataka. Their real challenge was never the budget. It was making sure the right student saw the right ad, instead of wasting money on searches that were never going to turn into an enquiry.
Someone browsing general counselling options is at a very different stage than someone who already knows they want a management-quota seat in one specific department. And Maharashtra doesn’t have the same competition or cost as Karnataka. Put all of that into one big campaign, and the budget spreads too thin to be useful.
What the Campaign Covered
- NEET PG counselling
- MD/MS admission
- Maharashtra-specific searches
- Karnataka-specific searches
- Management quota
- NRI quota
- Specific department searches
- Website enquiry forms
Want This Same Clarity in Your Own Account?
We can look at how your own campaigns, landing pages and enquiry tracking are set up right now.
Medical Admission Searches Are Not One Market — They’re Several, All Mixed Together
A general counselling search is usually cheaper. A quota-specific search costs more. A department-specific search gets fewer clicks but each one costs a lot more. Add two states with different levels of competition, plus a NEET PG admission window that closes fast — and treating this as one single campaign hides more than it tells you.
What Made It Hard — Business Side
- Two different state markets to manage
- Students at very different stages of decision-making
- A wide spread in how much each keyword cost
- Quota-related searches needing separate attention
- Department-specific searches needing separate attention
What Made It Hard — Running the Account
- Wasted clicks from irrelevant searches
- Most visitors coming in on mobile
- A short window before the admission season closed
- Getting the enquiry tracking set up correctly
- Deciding exactly where to put the budget
The goal was never just “get more clicks.” It was making sure every rupee spent could be traced to something measurable.
Everything That Was Part of This Campaign, Start to Finish
This wasn’t a case of switching on an ad account and waiting for the phone to ring.
| What We Did | What It Achieved |
|---|---|
| Planned the campaign structure | Kept different states and search types separate |
| Researched keywords | Covered the searches that actually mattered for NEET PG |
| Planned the landing pages | Made sure visitors saw something relevant |
| Wrote and tested ad copy | Matched the ad message to what the student was searching for |
| Set up conversion tracking | Measured website form enquiries clearly and accurately |
| Reviewed search terms regularly | Cut down clicks that were never going to convert |
| Managed the budget actively | Moved money toward what was actually working |
A Google Ads account by itself is not the whole system. It only works properly alongside the landing page, the tracking, and whatever happens the moment a student clicks “submit.”
The Account Structure, in Numbers
Maharashtra
General Counselling + Management/NRI Quota
Karnataka
General Counselling + Management/NRI Quota
Department / Specialisation
High-Demand Clinical + Other MD/MS
This gave three separate levels of reporting — the whole account, each campaign, and each ad group — instead of just one blended number that hides where the money actually went.
The Money Wasn’t Spread Evenly — Here’s How It Moved Over 60 Days
The campaign was live from day one — there was no long “wait and watch” period before the ads went out. Students start researching colleges and counselling options right after their exam, well before results are even declared, so the account had to be ready from the start. As the counselling season got closer, more of the budget followed.
| Phase | Days | What Happened | Money Spent | Share |
|---|---|---|---|---|
| Early Phase | Day 1–15 | Campaign went live, first data started coming in | ₹1,20,000 | 20.7% |
| Growth Phase | Day 16–35 | Spend increased on segments that were working | ₹2,00,000 | 34.6% |
| Peak Phase | Day 36–60 | Biggest spend, timed with results and counselling season | ₹2,58,756 | 44.7% |
| Total | 60 Days | ₹5,78,756 | 100% |
Early Phase
Growth Phase
Peak Phase
Why Not Just Wait for Results and Start Advertising Then?
Fair question. But students don’t wait for results to start researching — the moment the exam is over, they’re already looking at colleges, branches, and counselling options in the background. By the time results are out, a lot of that decision-making has already happened.
That’s exactly why the campaign went live on day one instead of sitting idle. The Early Phase caught this pre-result research while the account was still being fine-tuned. By the time the Peak Phase arrived — when counselling decisions move fast — the campaign already knew what was working, and that’s where most of the budget went.
Why This Matters for You
If an agency asks for your entire budget on day one, ask them what they’re testing it against first. A phased plan like this lets you actually see, step by step, that the money is going where it’s working — not just what looks good in a first-week screenshot.
Should a NEET PG Campaign Run for 60 Days, or 90?
This particular campaign ran for 60 days, matched to how fast the NEET PG cycle closes once results come out. But not every admission consultancy is racing against that same tight deadline. A longer, 90-day plan can make more sense if you’re able to start well before the main rush — for an exam that’s still months away, for example, or a course where students start researching earlier in the year.
60-Day Campaign
- Works best for a short, fast-closing admission window
- Gets the budget deployed quickly
- Built around a fixed result date
90-Day Campaign
- Works best when students research over a longer period
- Gives more time to learn before scaling up spend
- Useful when there’s no single fixed trigger date
Note: every number on this page belongs to the 60-day campaign. The 90-day option here is about strategy, not a second set of results.
Three Campaigns, Each Built for a Different Kind of Search
Maharashtra NEET PG Admission
- General Counselling
- Management/NRI Quota
Karnataka NEET PG Admission
- General Counselling
- Management/NRI Quota
Department-Based Admission
- High-Demand Clinical Departments
- Other MD/MS Departments
Where the ₹5,78,756 Actually Went
Maharashtra got the largest share because it had the strongest search demand. Karnataka and the Department campaign were funded according to their own volume and competition.
Maharashtra
Karnataka
Department Campaign
Getting Live and Catching Early Research
This is when students start looking around right after their exam, well before results are declared. This phase laid the groundwork for everything that came after.
Putting More Money Behind What Was Working
With some early data in hand, spend increased on the segments that were performing well, and weaker searches were trimmed. This is where the campaign moved from “let’s see what works” to “let’s back it properly.”
The Biggest Spend, Right When It Mattered Most
This is when NEET PG results come out and counselling demand is at its highest. Nearly 45% of the entire budget was deliberately placed here, on the campaigns and ad groups that had already proven themselves.
How Spend, Clicks and Enquiries Moved Across the 60 Days
| Early Phase (Day 1–15) | Growth Phase (Day 16–35) | Peak Phase (Day 36–60) | |
|---|---|---|---|
| Money Spent | ₹1,20,000 | ₹2,00,000 | ₹2,58,756 |
| Share of Budget | 20.7% | 34.6% | 44.7% |
| Clicks | 3,866 | 6,443 | 8,335 |
| Tracked Enquiries | ~252 | ~420 | ~543 |
Maharashtra NEET PG Campaign — Full Breakdown
Maharashtra got the biggest budget of the three, split between general counselling searches and the pricier management/NRI quota searches — two very different audiences with two very different cost profiles.
Ad Group Breakdown
| Ad Group | Money Spent | Cost/Click | Click Rate | Clicks | Tracked Enquiries | Cost/Enquiry |
|---|---|---|---|---|---|---|
| General Counselling | ₹1,44,000 | ₹22 | 2.20% | ~6,545 | ~427 | ₹337 |
| Management/NRI Quota | ₹96,000 | ₹38 | 2.00% | ~2,526 | ~165 | ₹583 |
General Counselling was the cheapest, highest-volume segment in the entire account. Management/NRI cost more simply because it’s a narrower, more competitive search.
Karnataka NEET PG Campaign — Full Breakdown
Karnataka was never run as a smaller copy of Maharashtra. It had its own keywords, its own competition and its own numbers.
Ad Group Breakdown
| Ad Group | Money Spent | Cost/Click | Click Rate | Clicks | Tracked Enquiries | Cost/Enquiry |
|---|---|---|---|---|---|---|
| General Counselling | ₹1,14,000 | ₹24 | 2.10% | ~4,750 | ~310 | ₹368 |
| Management/NRI Quota | ₹76,000 | ₹40 | 1.90% | ~1,900 | ~124 | ₹614 |
Same pattern as Maharashtra — general counselling was cheaper, quota-related traffic cost more. That consistency is a good sign the numbers aren’t random.
Department-Specific Campaign — Full Breakdown
Students searching for one specific department don’t search the way general counselling students do. This campaign had the highest cost per click of the three — makes sense, since department-specific searches happen less often but are far more targeted.
Ad Group Breakdown
| Ad Group | Money Spent | Cost/Click | Click Rate | Clicks | Tracked Enquiries | Cost/Enquiry |
|---|---|---|---|---|---|---|
| High-Demand Clinical | ₹81,816 | ₹48 | 2.00% | ~1,704 | ~111 | ₹736 |
| Other MD/MS | ₹66,940 | ₹55 | 1.80% | ~1,217 | ~79 | ₹844 |
If the account had only reported the overall ₹476 average, nobody would ever know this one segment was actually running closer to ₹844. That’s exactly why it’s shown separately here.
All Three Campaigns, Side by Side
| Maharashtra | Karnataka | Department | |
|---|---|---|---|
| Budget | ₹2,40,000 | ₹1,90,000 | ₹1,48,756 |
| Clicks | 9,072 | 6,650 | 2,922 |
| Ad Shown | 4,23,836 | 3,26,190 | 1,52,841 |
| Click Rate | 2.14% | 2.04% | 1.91% |
| Cost per Click | ₹26.46 | ₹28.57 | ₹50.92 |
| Tracked Enquiries | ~591 | ~434 | ~190 |
| Cost per Enquiry | ₹406 | ₹438 | ₹781 |
Maharashtra
Highest volume, cheapest enquiries.
Karnataka
Close behind, a little pricier.
Department
Smallest volume, most expensive — exactly what you’d expect from a niche, specific search.
All 6 Ad Groups, Ranked by Cost
| Ad Group | Cost per Click | Tracked Enquiries | Cost per Enquiry |
|---|---|---|---|
| Maharashtra — General Counselling | ₹22 | ~427 | ₹337 |
| Karnataka — General Counselling | ₹24 | ~310 | ₹368 |
| Maharashtra — Management/NRI | ₹38 | ~165 | ₹583 |
| Karnataka — Management/NRI | ₹40 | ~124 | ₹614 |
| High-Demand Clinical | ₹48 | ~111 | ₹736 |
| Other MD/MS | ₹55 | ~79 | ₹844 |
The pattern holds across both states — broad counselling traffic stays cheap, quota and department traffic gets expensive. This one table probably tells a consultant more than any single “average cost per lead” ever could.
Every Number from This Campaign, in One Place
| Metric | Value |
|---|---|
| Campaign Length | 60 Days |
| Days Ads Were Live | 60 Days (from Day 1) |
| Total Money Spent | ₹5,78,756 |
| Campaigns | 3 |
| Ad Groups | 6 |
| Search Ads | 18 |
| Clicks | 18,643 |
| Times Ad Was Shown | 9,02,868 |
| Ad Click Rate | 2.06% |
| Average Cost per Click | ₹31.04 |
| Click-to-Enquiry Rate | 6.52% |
| Tracked Website Enquiries | ~1,216 |
| Cost per Tracked Enquiry | ₹476 |
What ₹5,78,756 Actually Turned Into
This is really the simplest way to look at the whole campaign — start with the money, and follow it all the way through to the one thing you can actually measure on the website.
Click Rate and Click-to-Enquiry Rate Measure Two Different Things
Ad Click Rate
Measures how many people who saw the ad went on to click it.
Click-to-Enquiry Rate
Measures how many people who clicked the ad went on to fill the enquiry form.
In plain numbers: out of every 100 people who clicked the ad, about 6.5 filled the enquiry form — roughly one tracked enquiry for every 15 clicks.
| Term | What It Measures |
|---|---|
| Times Ad Was Shown | How often the ad appeared on screen |
| Ad Click Rate | How many of those views turned into a click |
| Cost per Click | The average price paid for one click |
| Click-to-Enquiry Rate | How many of those clicks turned into a form submission |
| Cost per Tracked Enquiry | Total money spent, divided by tracked enquiries |
Never read one of these numbers as if it were the other — they measure different stages of the same journey.
Website Form, WhatsApp, Phone Call — Only One of These Is Counted
Every enquiry number on this page means exactly one thing: someone filled out the form on the website. Nothing wider than that.
Website Form
Included in every number shown above.
Available on the landing page as another way to reach out, but not added to the totals since it wasn’t tracked separately.
Phone Call
Same story — available, but not part of the 1,216 figure.
Worth repeating: 1,216 tracked enquiries does not mean 1,216 admissions. What happens after the enquiry — counselling, checking eligibility, fees, follow-up calls, and the student’s own final decision — is handled by NEETell’s team, not by the ad account.
₹5,78,756, Explained One Question at a Time
| The Question | The Answer |
|---|---|
| How much did we spend? | ₹5,78,756 |
| How many times was the ad shown? | 9,02,868 |
| How many people actually clicked? | 18,643 |
| How many turned into a tracked enquiry? | 1,216 |
| What was the average cost per click? | ₹31.04 |
| What share of clicks became an enquiry? | 6.52% |
| What did one enquiry cost overall? | ₹476 |
| What was the cheapest ad group? | ₹337 per enquiry |
| What was the most expensive ad group? | ₹844 per enquiry |
This is roughly the summary a business owner should be able to get without ever having to open the Google Ads dashboard themselves.
See the Ads Exactly as a Student Would Have Seen Them
Here’s what a student searching on Google would actually see.
This gallery only shows ad previews. No Google Ads account email, billing details, account IDs, or any other private client information is shown anywhere on this page.
The Lesson Isn’t “Every Enquiry Should Cost ₹476”
That would be the wrong takeaway. The real lesson is that the cost of an enquiry changes depending on exactly what the student is searching for — from ₹406 in Maharashtra to ₹781 for department-specific searches, and from ₹337 to ₹844 once you go down to individual ad-group level.
So instead of asking an agency just one question — “what’s my average cost per lead?” — it’s worth asking a few more.
Questions Worth Asking Your Own Agency
- Which state is actually producing the enquiries?
- Which campaign is expensive, and why?
- Which specific ad group is the expensive one?
- Are WhatsApp and phone-call enquiries being quietly mixed into the form-enquiry count?
- Is a simple click somehow being reported to you as a “lead”?
- Is the agency claiming admissions it has no real way of confirming?
A good report should be able to answer all of these without you having to ask twice.
Before You Trust Any Agency’s Numbers, Check If Your Reports Actually Show This
A business owner shouldn’t have to depend on one single headline number every month. Good reporting should let you see the account at more than one level — the whole account, each campaign, and each ad group.
Total Money Spent
The full picture of your ad investment.
Spend by Time Period
When in the campaign the budget was actually used.
Spend by Campaign
How much went to each state or search category.
Spend by Ad Group
Which exact search segment is expensive.
Cost per Click
What you’re paying to get one visitor.
Ad Click Rate
How well your ad is performing on screen.
Click-to-Enquiry Rate
How well your website is converting visitors into enquiries.
Cost per Enquiry
How efficiently the whole system is working.
The goal isn’t to drown you in numbers. It’s to make sure you can always answer one simple question: where did the money go, and what did it actually produce?
We’d Rather Show You What’s Sitting Underneath the Headline Number
“1,216 enquiries” sounds impressive on its own. But by itself, it doesn’t actually tell you much.
What matters is what sits underneath it — ₹2,40,000 went to Maharashtra, ₹1,90,000 to Karnataka, ₹1,48,756 to the Department campaign. Then ₹406, ₹438 and ₹781 as each one’s enquiry cost. And below that again, ₹337 at the cheapest ad group, ₹844 at the most expensive one. That’s the level of detail where a business owner can actually start asking sharp, useful questions about their own account.
| What We Show You | What Most Agencies Show Instead |
|---|---|
| Cost per enquiry, broken down by campaign and ad group | One blended “total leads” number |
| A clear picture of when the money was spent | A single report at the end of the month |
| A clear line between what’s tracked and what isn’t | Numbers shown without explaining what they mean |
| Honest limits on what we can claim — no admission claims | Vague promises about “results” or “growth” |
A Few Honest Notes Before You Read Further
This Is a 60-Day Dataset
Every number on this page comes from one structured 60-day media plan.
“Tracked Enquiry” Means a Form Submission
Not a call, not a WhatsApp message, and not a confirmed admission.
WhatsApp and Calls Were Available, Not Counted
Both were live options on the landing page but weren’t tracked separately, so they aren’t part of the 1,216 figure.
A Note on Rounding
Totals are calculated from exact underlying figures. Adding up rounded rows yourself might land you a click or an enquiry off from the total — that’s just rounding, not a different dataset.
What NEETell Says About Working With MgiWebzone
Working with MgiWebzone gave us a clearer view of how our Google Ads budget was being used. The campaigns were structured around different locations and admission requirements, and the reporting made it easier to understand spend, traffic and enquiry performance instead of seeing only one final lead number. Communication remained regular and the overall process was transparent.
Lead Generation for Medical Admission Consultants — Common Questions
Which agency can run Google Ads for a medical admission consultancy?
How much does NEET PG lead generation cost through Google Ads?
What was the overall cost per click and click rate?
What does the 6.52% figure actually mean?
How many enquiries does this dataset include?
Does 1,216 enquiries mean 1,216 admissions?
Why should Maharashtra and Karnataka have separate campaigns?
Why does the campaign start before results are declared?
Should a NEET PG campaign always run for 60 days?
Can one campaign cover multiple medical departments at once?
Which campaign had the lowest enquiry cost?
Which ad group had the lowest enquiry cost?
Which segment was the most expensive?
Does MgiWebzone also build landing pages and set up tracking?
What makes MgiWebzone’s reporting different?
How can I check that this case study is real?
Other Education Businesses We’ve Worked With
Planning Performance Marketing for a Medical Admission Consultancy?
If you help students with NEET PG counselling, MD/MS admissions, or management/NRI quota routes, your Google Ads account should make three things easy to answer — where the budget is going, which searches are actually producing enquiries, and what each enquiry is really costing you. MgiWebzone can review your current account, landing page and enquiry tracking before you decide what to spend next.
