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Case Study: JNS Education – Transforming Lead Generation Across the Middle East

Project Overview

JNS Education is a leading education consultancy with a presence in Pakistan and the Middle East, specifically in Kuwait, Bahrain, UAE, Saudi Arabia, and Qatar. They assist students in securing admissions to universities worldwide.

Despite their strong reputation, JNS Education faced challenges with lead generation in the Middle East. They were struggling with:
– Low lead volume
– Poor lead quality
– High cost per result

Objective

  • Increase the number of high-quality leads across their target markets.
  • Reduce the cost per lead (CPL) to improve overall campaign efficiency.
  • Optimize the lead generation funnel to drive better conversions.

Challenges Identified

  • Ineffective audience targeting – The previous campaigns were not reaching the right students or parents.
  • Unoptimized lead forms – Forms were too long or had irrelevant fields, discouraging sign-ups.
  • Weak retargeting strategy – Potential leads were not being effectively nurtured after showing interest.
  • High cost per result – Leads were being acquired at a higher-than-average cost, affecting ROI.

Strategies Implemented

  • Content Optimization
    • Improved ad creatives with engaging visuals and compelling messaging tailored for students and parents.
    • Created localized content specific to each country (Kuwait, UAE, Bahrain, Saudi Arabia, Qatar) to improve relevance.
  • Audience Testing & Refinement
    • Conducted A/B testing to identify high-performing audiences.
    • Tested different audience segments, including students, parents, and working professionals interested in further education.
  • Form Adjustments & Optimization
    • Simplified lead forms to reduce drop-offs and only asked for essential information.
    • Tested multiple form variations to find the best-performing one.
  • Retargeting & Funnel Strategy
    • Created a retargeting campaign for users who engaged with ads but did not submit a form.
    • Developed a multi-step funnel, guiding potential students from awareness to inquiry, making the process smoother.

Key Metrics Overview

Results

Key Achievements

  • Significant Reduction in Cost Per Lead (CPL) – Optimizations led to leads being acquired at a lower cost, making campaigns more profitable.
  • Higher Lead Volume & Quality – JNS Education saw a major improvement in lead quality, leading to higher conversion rates.
  • Better Audience Targeting – A refined strategy ensured ads reached the most relevant audience, increasing efficiency.
  • Successful Retargeting Funnel – Students who initially showed interest were successfully converted through structured retargeting efforts.

Conclusion

By refining audience targeting, improving content, optimizing lead forms, and implementing retargeting funnels, JNS Education successfully overcame its lead generation challenges in the Middle East.

The campaigns delivered high-quality leads at a significantly lower cost, proving the power of data-driven digital marketing strategies in the education sector.