Case Study - upGrad
One education brand. Multiple growth objectives.
When the goal is more than just running ads, strategy matters. Explore how A2 Digital managed performance marketing for upGrad Learning Support Centre Wakad.
THE CHALLENGE
Reaching the right learners across a diverse education market.
The Campaign Requirements:
OUR APPROACH
One education brand. Multiple programs. A structured campaign approach.
Course-specific campaign structuring
Separate campaign initiatives were visible for Banking/Finance, Sales, Full Stack Development, and Data Science.
Audience-focused campaign execution
The campaign view includes location-based course campaigns and audience-segmented ad sets, including age-segmented Instagram profile-visit activity.
Performance monitoring
A2 Digital managed campaigns using performance indicators such as leads, reach, frequency, cost per result, impressions, and amount spent. The visible reporting period contains ongoing campaigns, making the snapshot a point-in-time performance view.
Lead generation and digital visibility
The account included lead-form campaigns alongside an Instagram profile-visit campaign, supporting both inquiry generation and profile discovery objectives.
GOOGLE BUSINESS PROFILE
Building A Stronger Local Digital Presence.
Google Business Profile Optimization
Updated service-related information and business description content.
Primary and secondary categories documented in the optimization sheet.
Course-focused, educational, local/career, and centre/activity post themes.
Directory, education outreach, and local-content planning documented in the sheet.
Review response tracking
Review records marked as completed in the workbook.
Completed: 14 Pending: 02
A stronger digital presence starts with the details.
Results
Ranking on 4th
Ranking on 3rd
CAMPAIGN EXECUTION
Built around multiple educational programs.
Visible campaign focus areas
Meta Ads
Banking / Finance
Lead generation
Sales
Lead generation
Full Stack Development
Lead generation
Data Science
Lead generation
Instagram Profile Visits
A separate campaign objective visible in the reporting screenshot, with 27,483 profile visits.
Lead Generation Analytics
Interactive campaign-level performance & metric breakdown
A strategic takeaway for the case study :
A2 DIGITAL'S CONTRIBUTION
More than launching campaigns. Managing the moving parts.
Campaign-level visibility
Monitoring individual course campaigns instead of treating the entire account as a single result.
Multiple audience initiatives
Working with different campaign and ad-set configurations for course promotion and Instagram profile visits.
Performance reporting
Reviewing lead volume, cost per result, reach, frequency, and spend to support campaign evaluation.
Social media showcase
From learning to content that connects.
