Work

We managed Google Ads and Meta Ads performance marketing campaigns for Gradeup (now BYJU’S Exam Prep). Our role focused on scaling lead acquisition across competitive exam categories including SSC, Banking, Teaching, and Defence.

We implemented high-intent keyword targeting on Search, interest stacking on Meta, and continuous creative testing to improve CTR and reduce CPL. With full-funnel tracking in place, we optimized campaigns for micro-conversions like app installs, registrations, and course sign-ups — achieving consistent month-on-month performance growth across both platforms.

Key Highlights:

• 30% reduction in CPL for Tier 2/3 regions
• 3.2x growth in qualified leads over 90 days
• Rolled out over 80 ad creatives A/B tested by funnel stage