The brief
JnS Education helps students secure university places and works across Pakistan and the Gulf. In the Middle East the problem was low lead volume, poor lead quality and a high cost per result. In Pakistan it was the opposite: plenty of leads, most of them unresponsive. I ran both, leading a team of six.
What I did
Localised everything by country. Separate creative and messaging for the UAE, Saudi Arabia, Kuwait, Bahrain and Qatar, rather than one Gulf campaign.
Ran lead forms and WhatsApp side by side. Forms brought volume; WhatsApp and Instagram DMs brought quicker replies and better conversations. Retargeting between the two cut the number of leads who never answered.
Simplified the forms. Removed fields that caused drop-off and kept only what the admissions team needed to make a first call.
Built awareness before asking for the lead. In Pakistan, reach campaigns featuring success stories ran ahead of lead generation, so the brand was familiar by the time someone was asked to enquire.
Retargeted the engaged. Anyone who engaged but didn't submit a form got a follow-up campaign with messaging based on what they'd already seen.
Results
Admissions rose 18% over the period. Cost per lead fell in the Middle East as volume and quality both improved, and in Pakistan the dual approach reduced non-responsive leads and brought the cost per quality lead down. Organic traffic grew 28% from the SEO and content work running alongside.
In short
Country-by-country creative, forms and WhatsApp together, and retargeting between them turned two different lead problems into an 18% rise in admissions.