Sapiens IAS Google Ads Case Study: 560 Admissions Across Anthropology & Zoology Optional on ₹14.12 Lakh Ad Spend
Sapiens IAS, founded in 2007 by Pradip Sarkar, teaches Anthropology and Zoology Optional for the UPSC Civil Services Exam. Over 12 months, its Google Ads recorded 1,307 enquiries across both subjects, and Sapiens IAS reported 560 admissions from them — a blended ₹2,522 of ad spend per admission.
The real story sits under that blended number: an Anthropology admission cost ₹2,807, while a Zoology admission cost ₹1,970. Below is every number for both subjects, side by side — 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 Sapiens IAS. Google Ads numbers and client-reported numbers are labelled separately throughout this page.
What One Admission Cost on Google Ads for a Two-Subject UPSC Coaching Institute
Most coaching owners want one answer first: "If I spend on Google Ads, what does one student cost me?" For Sapiens IAS, the blended answer is ₹2,522 of ad spend for every admission.
But a blended number can hide what's really going on. Split by subject, an Anthropology Optional admission cost ₹2,807 and a Zoology Optional admission cost ₹1,970 — a gap of ₹837 per student, at the same institute, on the same platform, in the same 12 months.
Where did the ₹837 gap come from?
Zoology clicks cost less on average (₹41.94 vs ₹59.28), and a bigger share of Zoology clicks became enquiries (5.18% vs 4.61%). So a Zoology enquiry cost ₹809.42, against ₹1,285.67 for Anthropology. Anthropology turned more of its enquiries into admissions (45% vs 40%), which narrowed the gap — but didn't close it.
₹14,12,368.16 total ad spend · 1,307 enquiries · 560 admissions reported by Sapiens IAS
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 Sapiens IAS'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 — for each subject.
Sapiens IAS's Own Numbers
The 336 Anthropology and 224 Zoology admissions, and the 45% and 40% admissions-to-enquiries ratios. Sapiens IAS reported these after counselling.
Simple Maths on the Above
Combined totals and things like "clicks per enquiry" or "admissions per 100 clicks". One number divided by another — nothing new added.
Two Subjects, Shown Apart
Anthropology and Zoology are shown separately everywhere, with a combined column where it helps. A blended figure never replaces the subject figures.
About Sapiens IAS: Anthropology & Zoology Optional Coaching Since 2007
Sapiens IAS was founded in 2007 by Pradip Sarkar. The institute teaches two UPSC Civil Services optional subjects — Anthropology and Zoology.
Students can join through a classroom course or a live online course, and there's a test series for both subjects.
So it's one institute — but two subjects, each with its own students, its own searches and its own cost of getting an admission.
| Institute Name | Sapiens IAS |
| Website | www.sapiensias.in |
| Founder / Director | Pradip Sarkar (Founded 2007) |
| Category | Competitive Exam Coaching |
| Primary Subjects | Anthropology Optional & Zoology Optional |
| Exam Focus | UPSC Civil Services Examination |
| Teaching Mode | Classroom + Live Online |
| Courses Offered | Classroom Course, Live Online Course, Test Series (both subjects) |
| Campaign Type | Google Ads (PPC / Paid Search) |
| Period Covered | 12 Months (7 admission windows) |
What Makes Google Ads for Two UPSC Optional Subjects Different
Running Google Ads for one optional subject is one job. Running it for two subjects at the same institute, over a full year, brings a few problems of its own.
1. One Budget, Two Subjects
Of the ₹14.12 lakh total, ₹9.59 lakh (67.9%) went to Anthropology and ₹4.53 lakh (32.1%) to Zoology. Every rupee on one subject is a rupee not spent on the other, so each subject's results have to be seen on their own.
2. Same Reach, Different Response
Both subjects' ads were shown almost the same number of times — 1,17,148 vs 1,16,844 impressions. Yet Anthropology got 15,918 clicks and Zoology 10,541. Equal reach didn't mean equal response.
3. A Blended Number Can Mislead
₹2,522 per admission looks like one clean answer. But it sits between ₹2,807 and ₹1,970. Without subject-level reporting, an owner would never see that ₹837 gap — or plan around it.
4. Admissions Spread Across the Year
Admissions for both subjects came in across 7 windows, from 22nd June right through to 21st June of the next year. A short burst of ads in one season would have missed a large share of students.
Running Google Ads for More Than One Course?
If all your courses sit inside one blended report, you may not know which course is costing you more per student. We can go through your current setup and show you, course by course.
How the Google Ads Campaign Was Set Up and Measured
The two subjects were never judged on one combined total. Each subject's results were reported on their own, and the year was mapped into admission windows to see when students actually joined.
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 for Both Optional Subjects
These are the headline figures for the Sapiens IAS campaign, shown exactly as reported — Anthropology and Zoology side by side, with a combined column. Admission figures are client-reported.
| Metric | Anthropology | Zoology | Combined |
|---|---|---|---|
| Impressions | 1,17,148 | 1,16,844 | 2,33,992 |
| Clicks | 15,918 | 10,541 | 26,459 |
| Click-Through Rate (CTR) | 13.59% | 9.02% | 11.31% |
| Average Cost Per Click (CPC) | ₹59.28 | ₹41.94 | ₹53.38 |
| Conversions (Enquiries) | 747 | 560 | 1,307 |
| Conversion Rate | 4.61% | 5.18% | 4.94% |
| Cost Per Conversion (Enquiry) | ₹1,285.67 | ₹809.42 | ₹1,080.62 |
| Search Click Share | 48.35% | 48.35% | — |
| Absolute Top Impression Rate | 54.99% | 68.29% | — |
| Total Ad Spend | ₹9,59,088.96 | ₹4,53,279.20 | ₹14,12,368.16 |
| Admissions / Conversions Ratio Client-reported | 45% | 40% | 42.9% |
| Total Admissions Client-reported | 336 | 224 | 560 |
| Cost Per Admission | ₹2,807 | ₹1,970 | ₹2,522 |
Combined impressions, clicks, enquiries, spend and admissions are simple totals of the two subjects. Combined CTR, conversion rate, cost per enquiry and cost per admission are blended figures across both. Click share and top position rate are not combined.
Anthropology vs Zoology Optional: How the Two Subjects Compared on Google Ads
Same institute, same platform, same 12 months. Here's where the two subjects matched — and where they didn't.
| Metric | Anthropology | Zoology | The Difference |
|---|---|---|---|
| Impressions | 1,17,148 | 1,16,844 | Almost the same — 304 more for Anthropology |
| Clicks | 15,918 | 10,541 | 5,377 more clicks for Anthropology |
| Click-through rate | 13.59% | 9.02% | Anthropology 4.57 points higher |
| Average cost per click | ₹59.28 | ₹41.94 | Zoology ₹17.34 less (29.2%) |
| Enquiries | 747 | 560 | 187 more for Anthropology |
| Conversion rate | 4.61% | 5.18% | Zoology 0.57 points higher |
| Cost per enquiry | ₹1,285.67 | ₹809.42 | Zoology ₹476.25 less (37.0%) |
| Absolute top impression rate | 54.99% | 68.29% | Zoology 13.30 points higher |
| Admissions / conversions ratio | 45% | 40% | Anthropology 5 points higher |
| Ad spend | ₹9,59,088.96 | ₹4,53,279.20 | Anthropology about 2.1× the spend |
| Admissions | 336 | 224 | 112 more for Anthropology |
| Cost per admission | ₹2,807 | ₹1,970 | Zoology ₹837 less (29.8%) |
One Subject Was Cheaper per Student. The Other Brought More Students.
This is the part a blended report would have hidden completely.
Cheaper per Admission
Every stage cost less for Zoology — clicks, enquiries and admissions. Each Zoology admission cost ₹837 less than an Anthropology admission.
More Admissions in Total
Anthropology took 67.9% of the spend and brought 60% of all admissions — 112 more students than Zoology, at a higher cost per student.
Why this matters if you run more than one course
"Cheapest per student" and "most students" are not always the same course. When each course is reported separately, you can decide where your next rupee should go — instead of guessing from one blended number.
How 2,33,992 Ad Impressions Led to 560 Reported Admissions
Four stages for each subject. The first three are recorded in the Google Ads data. The last one — admission — was reported separately by Sapiens IAS, after their counselling team worked on the enquiries.
White cards = Google Ads numbers. Orange cards = client-reported numbers. An admission also depends on counselling, course fit, fees and the student's own decision.
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Admissions for Both Subjects Were Spread Across Seven Windows
The 12 months are grouped into seven admission windows across the UPSC preparation cycle. Both subjects followed a very similar pattern — and both had their biggest window at the same time.
| Time Zone | Period Covered | Anthropology | Zoology |
|---|---|---|---|
| TZ1 | 22nd June – 31st July | 67 (19.9%) | 45 (20.1%) |
| TZ2 | 10th August – 14th September | 60 (17.9%) | 40 (17.9%) |
| TZ3 Largest | 15th September – 31st October | 74 (22%) | 49 (21.9%) |
| TZ4 | 1st November – 31st December | 40 (11.9%) | 27 (12.1%) |
| TZ5 | 1st January – 15th February | 33 (9.8%) | 22 (9.8%) |
| TZ6 | 16th February – 31st March | 33 (9.8%) | 22 (9.8%) |
| TZ7 Smallest | 1st April – 21st June | 27 (8%) | 18 (8%) |
| Windows added up | TZ1 to TZ7 | 334 (99.3%) | 223 (99.6%) |
| Reported total | 12 Months | 336 | 224 |
Please note: the window figures in our source report add up to 334 Anthropology and 223 Zoology admissions — 2 and 1 short of the reported totals of 336 and 224. We've shown both exactly as they are, instead of adjusting any window to make the totals match. These seven windows are admission periods used for analysis and reporting — not seven separate Google Ads campaigns.
Which Admission Window Brought the Most Students?
15th September to 31st October (TZ3) was the biggest window for both subjects — 74 Anthropology and 49 Zoology admissions. 1st April to 21st June (TZ7) was the quietest for both, with 27 and 18.
June to October Brought In About 60% of Admissions for Both Subjects
Group the windows together and both subjects tell the same story. The first three windows carried most of the year.
22nd June – 31st October (TZ1–TZ3)
67 + 60 + 74 Anthropology admissions came in the first three windows.
22nd June – 31st October (TZ1–TZ3)
45 + 40 + 49 Zoology admissions came in the same three windows — the same share as Anthropology.
1st November – 21st June (TZ4–TZ7)
The remaining four windows were quieter, but still brought in 222 admissions across both subjects.
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 Sapiens IAS's calendar. It's to know your own, and plan your budget around it.
What It Took to Get One Enquiry and One Admission in Each Subject
These are simple calculations from the headline totals — one number divided by another. They're not separate Google Ads metrics, but they show each subject from a more useful angle.
| Clicks per enquiry15,918 ÷ 747 | 21.3 |
| Enquiries per admission747 ÷ 336 | 2.22 |
| Clicks per admission15,918 ÷ 336 | 47.4 |
| Admissions per 100 clicks(336 ÷ 15,918) × 100 | 2.11 |
| Admissions per 1,000 impressions(336 ÷ 1,17,148) × 1,000 | 2.87 |
| Impressions to admissions(336 ÷ 1,17,148) × 100 | 0.287% |
| Spend per impression₹9,59,088.96 ÷ 1,17,148 | ₹8.19 |
| Admission check747 × 45% = 336.15 | ≈ 336 |
| Clicks per enquiry10,541 ÷ 560 | 18.8 |
| Enquiries per admission560 ÷ 224 | 2.5 |
| Clicks per admission10,541 ÷ 224 | 47.1 |
| Admissions per 100 clicks(224 ÷ 10,541) × 100 | 2.13 |
| Admissions per 1,000 impressions(224 ÷ 1,16,844) × 1,000 | 1.92 |
| Impressions to admissions(224 ÷ 1,16,844) × 100 | 0.192% |
| Spend per impression₹4,53,279.20 ÷ 1,16,844 | ₹3.88 |
| Admission check560 × 40% = 224 | = 224 |
An interesting detail
Both subjects needed almost the same number of clicks to get one admission — 47.4 for Anthropology and 47.1 for Zoology. The difference in cost per admission came mostly from how much each click cost.
Google Ads Cost per Enquiry and per Admission, Subject by Subject
Here's the money side, laid out plainly for each subject and for both together.
| Item | Anthropology | Zoology | Combined |
|---|---|---|---|
| Total ad spend (12 months) | ₹9,59,088.96 | ₹4,53,279.20 | ₹14,12,368.16 |
| Share of total spend | 67.9% | 32.1% | 100% |
| Share of total admissions | 60% | 40% | 100% |
| Average cost per click | ₹59.28 | ₹41.94 | ₹53.38 |
| Cost per enquiry | ₹1,285.67 | ₹809.42 | ₹1,080.62 |
| Cost per admission | ₹2,807 | ₹1,970 | ₹2,522 |
| Average spend per month | ~₹79,924 | ~₹37,773 | ~₹1,17,697 |
| Average admissions per month | ~28 | ~19 | ~47 |
Read the monthly figures carefully
The monthly figures are simple annual averages (total ÷ 12) for context only. Admissions were uneven across the year, so no real month looked exactly like this.
Why a Few Figures Don't Divide Exactly
If you take a calculator to the headline totals, some averages come out different from the reported figures. We'd rather show you that than hide it.
| Metric | Reported | Direct Calculation | Result |
|---|---|---|---|
| Anthropology click-through rate | 13.59% | 15,918 ÷ 1,17,148 | 13.59% |
| Zoology click-through rate | 9.02% | 10,541 ÷ 1,16,844 | 9.02% |
| Anthropology admissions ratio | 45% | 336 ÷ 747 | 44.98% |
| Zoology admissions ratio | 40% | 224 ÷ 560 | 40% |
| Zoology cost per enquiry | ₹809.42 | ₹4,53,279.20 ÷ 560 | ₹809.43 |
| Blended cost per admission | ₹2,522 | ₹14,12,368.16 ÷ 560 | ₹2,522 |
| Anthropology cost per enquiry | ₹1,285.67 | ₹9,59,088.96 ÷ 747 | ₹1,283.92 |
| Anthropology conversion rate | 4.61% | 747 ÷ 15,918 | 4.69% |
| Zoology conversion rate | 5.18% | 560 ÷ 10,541 | 5.31% |
| Anthropology cost per click | ₹59.28 | ₹9,59,088.96 ÷ 15,918 | ₹60.25 |
| Zoology cost per click | ₹41.94 | ₹4,53,279.20 ÷ 10,541 | ₹43.00 |
| Anthropology cost per admission | ₹2,807 | ₹9,59,088.96 ÷ 336 | ₹2,854 |
| Zoology cost per admission | ₹1,970 | ₹4,53,279.20 ÷ 224 | ₹2,024 |
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?
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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 Sapiens IAS's own numbers (Anthropology / Zoology).
Impressions
1,17,148 / 1,16,844How many times the ads were shown to people searching on Google. Almost equal for both subjects.
Clicks
15,918 / 10,541How many times people clicked an ad and came through to learn more.
Click-Through Rate
13.59% / 9.02%Out of the times the ads were shown, the share that led to a click.
Cost Per Click
₹59.28 / ₹41.94The average amount paid to Google each time someone clicked an ad.
Enquiries (Conversions)
747 / 560Recorded actions after a click — a form fill, a call or a message.
Conversion Rate
4.61% / 5.18%The reported share of clicks that turned into an enquiry.
Cost Per Enquiry
₹1,285.67 / ₹809.42What one enquiry cost on average — the first step towards the cost of one student.
Search Click Share
48.35% / 48.35%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
54.99% / 68.29%The share of the ads' impressions that appeared in the very first ad position, above the regular search results.
Admissions / Conversions Ratio
45% / 40%Reported admissions against recorded enquiries. Roughly 9 in 20 for Anthropology, 2 in 5 for Zoology.
Cost Per Admission
₹2,807 / ₹1,970The ad spend behind each admission Sapiens IAS reported — the number most owners care about.
Total Ad Spend
₹9.59L / ₹4.53LEverything spent on Google Ads over 12 months — ₹14,12,368.16 across both subjects.
What This UPSC Optional Coaching Google Ads Campaign Shows
Two Subjects, Two Very Different Costs
A Zoology admission cost ₹1,970 and an Anthropology admission ₹2,807. A single blended figure of ₹2,522 would have hidden that gap completely.
Same Reach, Different Clicks
The two subjects' impressions differed by just 304. But Anthropology's 13.59% click-through rate brought 5,377 more clicks than Zoology's 9.02%.
Zoology Enquiries Cost Less
A Zoology enquiry cost ₹809.42, about 37% less than an Anthropology enquiry at ₹1,285.67 — from a lower cost per click and a higher conversion rate.
Anthropology Converted More Enquiries
Sapiens IAS reported 45% of Anthropology enquiries becoming admissions, against 40% for Zoology. That narrowed the cost gap at the last stage.
Both Subjects Peaked Together
15th September to 31st October brought the most admissions for both subjects — 74 for Anthropology (22%) and 49 for Zoology (21.9%).
Course-Level Reporting Pays Off
Because each subject was reported on its own, the institute can see which subject brings more students and which brings them cheaper — and plan the next year with both in view.
What Google Ads Did, and What Sapiens IAS'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 2,33,992 times across both subjects
- 26,459 clicks — 15,918 Anthropology and 10,541 Zoology
- 1,307 enquiries recorded — 747 and 560
- Results reported separately for each subject
- Results reported across 7 admission windows
Turning Enquiries Into Admissions
- Followed up with the students who enquired
- Counselled them on Anthropology and Zoology courses
- Reported 336 Anthropology and 224 Zoology admissions
- Reported 45% and 40% admissions-to-enquiries ratios
- Backed by the trust students place in Pradip Sarkar
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
Sapiens IAS's numbers belong to one UPSC coaching institute with two optional subjects, so your numbers will be different. But the lesson — report every course on its own, know your admission seasons, and keep enquiries and admissions separate — works for any education business that offers more than one course.
UPSC, NEET, JEE, SSC & Banking Coaching
If you run Google Ads for several subjects, batches or exams, each one can have a very different cost per admission — just like Anthropology and Zoology here.
- Which course costs least per student?
- Which course brings the most students?
- When does each course's season peak?
Tuition Centres & Local Coaching Classes
Digital marketing for a tuition centre often covers several classes and subjects. Reporting them separately shows which ones are worth more of your budget.
- See cost per enquiry for each class
- Plan around your session calendar
- Reach parents and students nearby
Education & Admission Consultancies
For lead generation for education consultants, different courses and admission routes rarely cost the same. 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 ₹2,522". Your subjects, 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, for every course: one click, one enquiry, one admission. These questions help you check whether your agency shows you that.
Questions Worth Asking Any Agency
- What does one enquiry cost me — for each course? Not one blended average.
- What counts as an "enquiry" in my report? A form? A call? A message?
- Which months bring me the most students? And is my budget planned around them?
- Which of my courses brings students cheapest — and which brings the most?
- 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, how many courses you run and how you get enquiries today. We'll help you pick the right plan — without adding anything you don't need.
How We Report Google Ads Results for Education Businesses
"560 admissions" sounds great on its own. But on its own, it doesn't tell you which subject to spend more on next year.
What helps is what sits underneath it — 2,33,992 impressions, 26,459 clicks, 1,307 enquiries, two subjects at ₹2,807 and ₹1,970 per admission, and seven admission windows for each. 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 for each course or subject on its own | One combined figure that hides the gaps |
| 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 exact and what doesn't add up | 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 message. The 560 admissions were reported separately by Sapiens IAS.
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 Figures Are 2 and 1 Short
The seven windows add up to 334 Anthropology and 223 Zoology admissions, against reported totals of 336 and 224. We've shown both, unchanged.
A Few Figures Don't Divide Exactly
Some reported averages — cost per click, conversion rate and subject-level cost per admission — differ 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 subject, city, competition, fees, landing page, budget and your team's follow-up.
Monthly Figures Are Averages
~₹1,17,697 and ~47 admissions a month are simple annual averages for context, not actual month-by-month figures.
What Sapiens IAS Says About Working With MgiWebzone
We have been teaching Anthropology and Zoology Optional since 2007. Running ads for two optionals is not simple — each subject has its own students and its own costs. MgiWebzone reported both subjects separately, so we could clearly see what an Anthropology enquiry cost us and what a Zoology enquiry cost us. The enquiries came from serious aspirants our team could work with, and the reports were simple and honest. That clarity helped us plan better.
Google Ads for UPSC Optional Coaching and Education Businesses: FAQs
How much did Sapiens IAS spend on Google Ads?
How many admissions did Sapiens IAS get from Google Ads enquiries?
What was the cost per admission for Anthropology Optional?
What was the cost per admission for Zoology Optional?
Why did a Zoology admission cost less than an Anthropology admission?
Which subject brought more students?
What was the click-through rate for each subject?
What counts as an enquiry in this case study?
Does MgiWebzone take credit for the 560 admissions?
When did most admissions happen for Anthropology and Zoology Optional?
What does 48.35% Search Click Share mean?
What does Absolute Top Impression Rate mean?
Can one coaching institute run Google Ads for two or more courses?
How much should a coaching institute spend on Google Ads every month?
Can a tuition centre with many classes use this approach?
Does Google Ads work for education and admission consultants?
How do I check if my Google Ads agency is giving real results?
Will my institute get the same numbers?
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