Company Overview
Newton School runs upskilling and career growth programs in the EdTech space. Paid media was the backbone of its acquisition strategy, with Meta, Google, and LinkedIn driving the majority of new student sign-ups.
● Industry: EdTech – Upskilling & Career Growth
● Paid channel dependency: 46% of customers originated from paid media
● Engagement duration: 5 months (Jul'24–Dec'24)
● Core channels: Meta, Google, LinkedIn
Challenges
Newton School was acquiring students at volume, but the funnel underneath that spend was leaking value at every stage, and rising EdTech competition was pushing acquisition costs higher.
Weak creative across channels
Meta ran outdated, cluttered designs with low hook rates. LinkedIn messaging was generic. Google traffic was diluted by misaligned keywords.
Inconsistent CPL & ROAS
Cost per lead swung between ₹800–₹1,400. Conversion rates consistently sat below industry benchmarks.
Untapped re-conversion value
48% of customers were re-conversions from earlier qualified leads, a segment that wasn't being systematically nurtured.
Rising competitive pressure
Intense EdTech competition was driving acquisition costs up, raising the bar on targeting and creative precision.
NYX Solution
NYX ran a four-pillar intervention across analytics, creative, targeting, and the lead journey.
Deep Funnel Analytics
Mapped every stage of the conversion funnel to pinpoint exactly where and why prospects were dropping off.
Creative Optimization
Rebuilt Meta around a Reels-first, urgency-led storytelling approach; repositioned LinkedIn around value-focused career growth messaging.
Targeting Refinement
Cut ineffective "student-only" keywords, refocused on Newton School's ICP, and added high-end device targeting.
Lead Journey Improvement
Introduced 2-step onboarding forms and automated WhatsApp/email nurture sequences, retargeting incomplete applicants directly.
Running all four pillars together was powered by Campulse- AI campaign co-pilot, which handled predictive insights and automated campaign optimization across the account, alongside real-time performance alerts on CTR dips, CPL spikes, and ROAS drops. That's what let the team respond to funnel and creative issues as they emerged instead of catching them in a periodic manual review, with a full-funnel analytics layer and an AI creative tool supporting the visibility and messaging work behind the same intervention.
Business Impact
Every core funnel and efficiency metric improved and moved past prior benchmarks over the 5-month engagement.
Two changes drove the biggest gains: NYX took the click-to-sign-up ratio from 2.1% to 6.8%, a 3.2x jump that crossed the 5% industry benchmark for the first time, and turned a highly volatile CPL into a consistent 20–30% cheaper one, giving Newton School predictable acquisition economics.
