In the competitive market for early education, KLAY Preschools with more than 150+ centers in India required a digital strategy that can scale online admissions,
bring in new parents, and improve user experience across devices.
Rather than depending on old-world admissions through walk-ins or recommendations,
KLAY went digital, with a focus on website restructuring, personalized advertisement campaigns, and thematic landing pages
The outcome?
- 75% digital lead increase
- 47% increase in Click-Through Rate (CTR)
- 68% decrease in Cost Per Lead (CPL).
Let’s get down to how they did it.
The Goal Increased Digital Leads, Effortless Parent Experience
KLAY Preschools had a mission to enhance online lead generation for 150+ preschool centers across India and make it
convenient for parents to locate, explore, and inquire about the closest centers
Major Challenges Overcome
- Diluted digital presence
- High CPL of previous campaigns
- Unoptimized mobile experience
- Missing personalized user journeys
- Low engagement on general landing pages
All these had to be overcome, so KLAY joined hands with Social Beat, which is renowned for scaling education brands online
The Strategy Hyper Personalized Location Based Digital Marketing
The KLAY Preschool Digital Strategy consisted of three robust pillars
Website Redesign for Improved UX and Conversions
KLAY’s older site was not mobile optimized and didn’t have easy-to-use navigation for parents looking to find nearby centers or promotions.
Redesign Features Included:
- Simple, clean design emphasizing trust and safety
- Mobile-friendly layout to simplify navigation
- Easy-to-use “Find a Center” functionality
- Prominent CTAs such as “Book a Visit,” “Speak with a Counselor,” or “Review Admissions“
This not only grew engagement time but also dropped drop-offs by a huge margin
Dynamic Keyword & Location Targeting for Personalized Ads
The ad approach turned hyper-local and intent-based Most important features of the paid campaigns
- Location-Based Personalization: Ads shown close to center names (e.g., “Preschool in HSR Layout“) according to the user’s location
- Dynamic Keyword Insertion: Search ads implemented dynamic insertion to customize in real-time users queries such as “Best preschool near me,” increasing relevance
- Responsive Search Ads: Various combinations of headlines and descriptions were tested using Google’s machine learning for the most successful combinations.
- Remarketing Campaigns: Users who visited without converting were retargeted with reminder ads and festive offers
Theme-Based Landing Pages to Drive Festive Conversions
Rather than pushing all the traffic to the home page, separate landing pages were designed for unique campaigns and events
Standout example
- Women’s Day Offer Landing Page
- Featured special offers for women
- Had form with fewer fields for increased conversion
- Featured countdown timers and center locator
This captured unique user intent, triggered urgency,
and increased conversions in that campaign period
The Execution: Full Funnel Digital Strategy
Social Beat executed a multi-platform digital campaign that targeted parents through all stages of the admissions process awareness to inquiry.
Channels Used:
- Google Ads (Search + Display): To target high-intent searchers
- Facebook & Instagram: For interest-based targeting & remarketing
- Landing Pages: Tailored for center location, city, or offer
- YouTube (Bumper Ads): Short parent-testimonial ads during festive periods
All ad creatives carried consistent branding and emotional connection (on child development,
parent protection, and educational standards).
The Results Numbers That Prove the Power of Digital
Within months of implementing the new digital funnel approach, KLAY saw
75% Digital Leads Growth
Due to intent-based search campaigns, optimized landing pages, and quick-load site architecture
47% Click-Through Rate (CTR) Rise
Responsive ads and local relevance made users click more often, reducing ad waste
68% Drop in Cost per Lead (CPL)
Smart optimization of Google and Facebook ads led to better ROI, especially in metro cities like Bangalore, Hyderabad, Chennai, and Pune
Higher Engagement Across Devices
Mobile bounce rate reduced drastically after website responsiveness improvements
Key Takeaways from KLAY Preschool’s Digital Success
This is a great case study in the power of intent-based content + UX + relevance-targeted ads to drive admissions in the education industry
Personalized Ads Work Wonders
Dynamic headline local targeting such as
- Top Preschool in Whitefield
- Admissions Open – Near You
- Book a Free Center Visit – Limited Slots
delivered increased CTR and improved conversion compared to generic brand campaigns.
Dedicated Landing Pages > Generic Homepages
Parents who tapped on Women’s Day Offer or Admissions Open ads were directed to theme based landing pages that enhanced time on page and form fills
Tip: Always design specific landing pages for specific campaigns or offers
Mobile-First Design = More Leads
More than 75% of traffic was from mobile.
The revamped website ensured
- Quicker loading times
- Easy CTAs such as “Talk to Us on WhatsApp“
- Center locators using geo-tagging
This resulted in reduced bounce rates and improved form fill rates
Why This Matters for Schools Colleges & EdTech Brands
KLAY Preschool Digital Strategy is testament to the fact that the education space can no longer depend on offline events or walk-ins
If you own a preschool, school, or training center you need to
- Personalize your location-based digital ads and user intent
- Create responsive websites with eye-catching visuals and simple form flows
- Monitor CTR, CPL, bounce rate, and conversion rates on an ongoing basis
- Leverage event-based marketing (such as New Year Admissions, Women’s Day Offers, etc.)
Conclusion
KLAY Preschool Digital Strategy digital transformation campaign illustrates that with the optimal mix of strategy,
design, and targeting, any educational brand can drive enrollments without added cost
The 75% increase in online leads and 68% decrease in CPL qualify it as one of the most cost-effective education marketing case studies in recent times.
