Know SAT- Case study
Objective
Generate quality leads for Know SAT, a trusted consultancy for entry-level abroad jobs in Europe. The focus was on young candidates in Mangalore & Kasaragod aspiring for stable overseas employment with good earnings and benefits.
Challenge
- Market perception: Abroad job opportunities are often seen with doubt due to scams. Needed to build trust and credibility.
- Target audience: Blue-collar workers with basic education (above 10th pass) looking for plumber, helper, electrician, factory jobs, and similar roles abroad.
- Age group limited to 21- 35 years.
- High competition from other consultancies offering similar services.
Strategy
- Audience targeting:
- Interests → Job hunting, recruitment, employment agencies, entry-level careers, application for employment.
- Education → High school leaver, some high school, or university graduate.
- Job intent filter → Looking for work.
- Ad communication:
- Highlighted Europe job placements with salary range ₹1L–1.5L/month.
- Emphasized refund guarantee on visa rejection (trust factor).
- Showcased benefits → free accommodation & food, legal paperwork, faster processing (3–6 months).
- Localized targeting: Restricted to Mangalore & Kasaragod, known for high demand in overseas jobs.
- Budgeting: Consistent spend of ₹1,500/day for steady lead flow.
Execution
- Ran Meta Ads Lead Generation campaign with native lead forms (easy for workers with basic digital skills).
- Creatives designed with simple visuals & local language appeal for better relatability.
- Tested multiple hooks:
- “Europe jobs with free accommodation & food”
- “Guaranteed refund if visa is rejected”
- “Earn ₹1 lakh+ per month in Europe”
- “Europe jobs with free accommodation & food”
- Optimized for CPL (Cost per Lead) by pausing underperforming creatives and boosting high-performing ones.
Results
- Amount Spent: ₹23,300.63
- Daily Budget: ₹1,500
- Reach: 94,263
- Impressions: 318,887
- Leads Generated: 482
- Cost per Lead (CPL): ₹48.34
Ad Performance
- CPL achieved: ₹48.34 → much lower than typical industry average (₹70-100 for abroad job leads).
- Leads volume (482) exceeded client’s expectations for a small geography (Mangalore & Kasaragod).
- Ads focusing on refund guarantee + free stay & food performed best.
- High engagement from 21–30 year age group, indicating strong intent among younger workers.
The Outcome
- Campaign successfully created a reliable and affordable lead channel for Know SAT’s Europe job programs.
- Delivered a pipeline of qualified blue-collar job seekers matching eligibility (10th pass+, 21–35 years).
- Helped position Know SAT as trustworthy in a competitive consultancy space.
- Provided a scalable campaign model that can be expanded to other regions with similar demand.