Careerwill Case Study
Scaling EdTech Growth with Performance-Driven App Marketing
Client Overview
Careerwill is a Delhi-based Ed-Tech Company redefining exam preparation and school education across India.
Founded in 2018 by Rakesh Yadav and Pawan Kumar, Careerwill delivers high-quality, affordable education through LIVE adaptive classes, reaching students even in Tier 6 cities.
Key Highlights
- 27 Lakhs + Students empowered.
- 4M+ app downloads
- Learners from 2,500+ cities
- 12+ lakh paid learners via Online School (launched in 2019)
Careerwill’s mission is clear: Make quality education accessible, affordable, and scalable across India.
The Challenge
As Careerwill scaled rapidly in a competitive edtech landscape, they faced four critical challenges:
1. Increase App Conversions : Driving installs was not enough — the goal was to increase meaningful in-app actions and course purchases.
2. Penetrate Tier 2–6 Markets : Reaching students in smaller towns with limited digital exposure required highly localized and relatable campaigns.
3. Maintain Cost Efficiency : Careerwill needed to keep Cost Per Install (CPI) and Cost Per Conversion low while scaling aggressively.
4. Scale Without Overspending : With budget constraints, growth had to be predictable, controlled, and ROI-driven.
Key Achievement Snapshot
- 450%+ growth in app installs.
- CPI under ₹1 in early scaling phases.
- 6× increase in course enrollments.
- 700× growth in conversion value.
- 7.3%–8.5% install-to-purchase rate.
Our Approach : The Three-Pillar Growth Plan
Precise Audience Targeting
- Interest-based and custom segments targeting high-intent learners.
- Focused targeting across Tier 2–6 cities.
- Bilingual ads in Hindi & English to maximise relatability.
- Custom segments based on competitor search intent and niche keywords.
High-Impact Creative Testing
- Highlighted Careerwill’s affordability, faculty strength, and success stories.
- Used a mix of statics, videos, and carousel ads.
- Videos showcased app results within the first 3 seconds.
- Localized messaging to resonate with students and parents.
Dynamic Budget Optimization
- Started with Target CPA bidding, later shifted to Max Conversions.
- Performance-based budget redistribution.
- Maintained daily budgets at 15× CPA to ensure stable learning.
- Enabled faster algorithm optimization and predictable scaling.
Full-Funnel Optimization Strategy
We built a structured, data-driven funnel from install to enrollment:
1. Conversion Tracking Setup
- Implemented Firebase event tracking for:
- first_open
- sign_up
- purchase
- Verified data flow using Debug View.
- Used real-time data to guide every optimization decision.
2. Smart Campaign Structuring
- Began with install-focused optimization.
- Transitioned to purchase-based optimization.
- Introduced campaign splits later (geo & language-based).
- Applied a staged funnel approach for in-app actions.
3. Refined Targeting & Scaling
- Expanded from city-level to state and pan-India targeting
- Avoided language restrictions — always bilingual
- Leveraged first-party data and custom intent audiences
4. Weekly Creative Optimization
- Reviewed asset-level performance weekly.
- Replaced underperforming creatives every 7 days.
- Tested headline–image combinations continuously.
- Prevented creative fatigue at scale.
5. Learning Window Discipline
- Allowed 7–10 days for algorithm learning
- Avoided unnecessary daily changes
- Scaled patiently using machine learning insights
Result that Speaks Volume
Massive Growth in App Installs
- 450%+ increase in app installs from initial to peak months.
- Sustained high-volume acquisition across Tier 2–6 cities.
- Early CPI remained under ₹1, enabling cost-effective scaling.
Surge in Course Enrollments
- Course enrollments increased by 6×.
- Shift from install to purchase optimization strengthened bottom-funnel actions.
- Localized creatives improved trust and conversions.
Exponential Growth in Revenue
- 700× increase in conversion value from course enrollments.
- Improved onboarding and user journey boosted purchase likelihood.
- Performance-based budget scaling unlocked higher-value users.
Cost Efficiency at Scale
- Early-phase CPI consistently under ₹1.
- CPI increases remained controlled even at large scale.
- Budget logic + creative testing sustained efficiency.
Strong Install-to-Purchase Conversion Rate
- Install-to-purchase rate maintained between 7.3% – 8.5%
- Funnel predictability improved despite broader targeting.
- User quality remained high at scale.
Conclusion
This collaboration with Careerwill showcases how data-backed strategy, disciplined optimization, and creative precision can unlock massive scale — even in highly competitive and cost-sensitive markets.
By focusing on full-funnel performance, AKS Interactive helped Careerwill achieve sustainable growth, strong ROI, and market penetration across India’s most challenging regions.