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From zero to 5,599 leads.
51 campaigns. Five languages.
How Brand Aura built ITESKUL's complete Google Ads engine from scratch — scaling a Pune language school across French, German, Dutch, Japanese, and Spanish to Rs.2.06 crore in estimated course revenue. All figures are form fill submissions only.
Who is ITESKUL?
ITESKUL is one of Pune's leading schools for foreign language education. They offer structured, certification-linked courses in French, German, Dutch, Japanese, and Spanish — attracting students, working professionals, children, and anyone pursuing language skills for career advancement, study abroad, or personal enrichment.
With courses priced Rs.15,000–Rs.22,000 per programme, ITESKUL operates in a considered-purchase market where students research and compare before enrolling. Brand Aura manages their complete Google Ads presence — capturing that high-intent search moment for all five languages.
Starting from zero
- 📭Zero Google Ads presence — no campaigns, no conversion tracking, no account structure when Brand Aura began in 2019
- 🎯Five entirely different learner audiences — each language course targets a distinct demographic requiring separate messaging, keywords, and bid strategies
- 📍Single-city dependency — all enrolments coming from Pune word-of-mouth with no structured digital lead generation
- 📊No performance benchmarks — zero historical CPC, CTR, or conversion data to build campaign strategy from
- 🗓️Seasonal enrolment peaks — concentrated around summer and exam seasons with no year-round lead flow between periods
Seven years of compounding results
Every phase of Brand Aura's management added new languages, new geographies, and deeper campaign sophistication. What started as two Search campaigns has evolved into a 51-campaign, 5-language, 2-city ecosystem generating consistent year-round form fill leads.
Foundation
Expansion
Consolidation & Scale
Google Ads: built from nothing, scaled to 5,599 form leads across five languages
Brand Aura architected ITESKUL's complete Google Ads infrastructure — from account setup and keyword architecture to Display creative, bid strategy, conversion tracking, and geographic expansion across Pune and Bangalore over seven years. All lead figures are form fill submissions only.
For Pune language courses priced Rs.15,000–Rs.22,000 per programme, generating 5,599 qualified form fill leads over seven years represents a consistent and growing lead generation engine. At a 20% lead-to-enrolment rate, this translates to approximately 1,100 course enrolments driven directly by Brand Aura's campaigns.
French and German deliver the best blended CPCs across all campaign types. Japanese Display at Rs.0.97 CPC is the standout data point in the entire account — clicks cost less than one rupee, making awareness and form lead generation at scale achievable at negligible cost.
Display is 18x cheaper per click than Search and produced the best CPL in 7 years of account history (Rs.48). Yet Display has only ever received 2.9% of total budget. The three new Display campaigns launched in March 2026 are already producing the three best active CPLs in the account.
The campaigns that set the benchmark
These campaigns — across all phases and languages — define what's achievable when the right audience meets the right format. Every number is sourced directly from the Google Ads Manager Account export. Form fills only.
← Scroll to see full table →
| Campaign | Language | Type | Form Leads | Spend (Rs.) | CPL (Rs.) | Signal |
|---|---|---|---|---|---|---|
| Lead-gen-Display-French-German-Spanish | Multi-lang | Display | 352 | 16,817 | 48 | 🏆 All-time best CPL — 7-year account record |
| New-Spanish-Display-25thmarch-2026 | Spanish | Display | 10 | 654 | 65 | 🏆 Best active CPL in entire account |
| new-Dutch-Display-24th-march-2026 | Dutch | Display | 13 | 920 | 71 | 🏆 Best Dutch CPL ever achieved |
| New-Leads-Search-German-Online | German | Search | 26 | 4,108 | 158 | ⭐ Most efficient German Search ever |
| New-French-Display-24th-march-2026 | French | Display | 7 | 1,320 | 189 | ⭐ New — strong early signal |
| Japanese Display Ad - Offer | Japanese | Display | 83 | 25,603 | 308 | ⭐ Rs.0.97 CPC · 1.75L impressions |
| Japanese - Pune - 7/08/25 | Japanese | Search | 450 | 1,49,581 | 333 | ✅ Best active Search CPL |
| German Search Ad - Offer - Pune | German | Search | 427 | 1,87,937 | 440 | ✅ Strongest active German campaign |
| Leads-Search-German-Pune (paused) | German | Search | 445 | 3,66,514 | 823 | ✅ All-time most leads — single campaign |
| French-Leads-Search-Pune (active) | French | Search | 594 | 7,31,486 | 1,232 | 📌 Highest total leads — active account |
Five languages. Five different stories.
Each language at ITESKUL serves a different learner profile — and the data tells a distinct story for each. All figures are form fill submissions only, based on real spend and lead data across all 51 campaigns.
🇯🇵 Japanese
🇩🇪 German
🇫🇷 French
🇳🇱 Dutch
🇪🇸 Spanish
The commercial case
ITESKUL's language courses are priced Rs.15,000–Rs.22,000 per programme. At a 20% lead-to-enrolment conversion rate, the revenue generated against Brand Aura's Google Ads investment shows a clear and strong commercial return across all five languages. All lead figures are form fill submissions only.
* Form fills only basis — phone call conversions excluded. 20% lead-to-enrolment rate. Ticket sizes: French/German Rs.18,000 · Japanese Rs.20,000 · Dutch Rs.22,000 · Spanish Rs.15,000. Actual revenue likely higher at real conversion rates.
The strategy behind the numbers
Brand Aura didn't just run ads for ITESKUL — we built the complete Google Ads infrastructure, campaign architecture, and language-market intelligence system from zero across seven years and 51 campaigns.
Full Account Architecture from Zero
When Brand Aura started in 2019, there were no Google Ads campaigns for ITESKUL. We built everything: account structure, keyword research across five languages, ad copy frameworks, form fill conversion tracking, and bid strategies calibrated to the language education market in Pune.
- 5 language-specific keyword sets built from ground up
- Form fill conversion tracking set up across all campaigns
- Separate campaign structures per language for clean data
Language-by-Language Market Discovery
Seven years of campaign data across five languages revealed market behaviours impossible to see without sustained management. Japanese has the best active Search CPL (Rs.333) and lowest Display CPC (Rs.0.97). German leads in total form leads. French has the largest volume. Each required a completely different strategic approach.
- German: 1,503 form leads — most of any language, best ROI
- Japanese: Rs.0.97 Display CPC — 20x cheaper than Search
- French: 594 active form leads — highest single-campaign count
The Display Efficiency Discovery
The best CPL in 7 years of account history — Rs.48 — came from a Display campaign, not Search. Display campaigns average Rs.1.08 CPC vs Rs.19.11 for Search — an 18x difference. The three Display campaigns launched in March 2026 are already producing the three best active CPLs in the account: Rs.65, Rs.71, and Rs.189.
- Multi-language Display: Rs.48 CPL — 7-year all-time record
- Spanish Display: Rs.65 CPL vs Search: Rs.1,621 (25x cheaper)
- Dutch Display: Rs.71 CPL vs Search: Rs.1,417 (20x cheaper)
Geographic Expansion — Bangalore Proven
Brand Aura identified Bangalore as a viable second market for German and Japanese — both with strong demand from IT professionals and students. Both Bangalore campaigns are active and validated, opening a growth vector independent of Pune market conditions.
- German Bangalore: 156 active form leads at Rs.477 CPL
- Japanese Bangalore: 148 active form leads at Rs.375 CPL
- City-expansion model proven — Mumbai next
Campaign Consolidation & Hygiene
From 51 historical campaigns, Brand Aura consolidated to 12 high-performing active campaigns. Underperforming campaigns — Spanish Search (Rs.1,621 CPL), Dutch Search (Rs.1,417 CPL) — were identified, paused, and replaced with Display alternatives at 20-25x better efficiency.
- 51 campaigns built and tested → 12 optimised, active today
- High-CPL Search campaigns retired, replaced with Display
- Each active campaign has a clear language, geo, and format rationale
Full-History Audit & 2026 Roadmap
Brand Aura produced the first-ever full Google Ads historical audit for ITESKUL — mapping all 51 campaigns, 7 years of form fill data, every language CPL, and the Search vs Display efficiency gap. The roadmap targets Rs.2+ crore in annual course revenue with the same or lower ad spend.
- 51 campaigns analysed — form fills only basis throughout
- Display vs Search gap identified and quantified per language
- Budget reallocation plan built to maximise ROI without increasing spend
Brand Aura didn't just bring us more enquiries — they brought the right enquiries, consistently, across every language we teach. Seven years later, Google Ads is the backbone of how students find ITESKUL.