“Our cost per install looks great. Hardly anyone pays.”
Track every step from install to payment, and move money to ads that bring payers. Our performance marketing work does it.
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Industries · Education · Edtech
Edtechmarketing
Since 201565+ in-house team6 cities
Installs are cheap. Paying learners are not. We market for the ones who pay and stay.
A strategist calls you in one working day.
/ 01 Edtech marketing agency
Downloads are easy.Paying learners who stay are the job.
Installs and sign-ups are cheap, but the revenue sits with learners who pay and stay past the refund window. PromotEdge markets test prep apps, upskilling courses, online courses, school learning apps and B2B (selling to other businesses) learning platforms.
You and we judge the work on one number: learners who pay and stay.
The sale rarely happens on the ad. It happens later: in a free trial, a demo class, a webinar (a live online class) or a counsellor's call.
We start with CAC (customer acquisition cost, what you pay to win one paying learner). We pair it with LTV (lifetime value, what that learner pays you after refunds). Campus institutes, see our education marketing page.
- 2015working with Indian brands since
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- 6cities: head office in Kolkata, teams in Mumbai, Delhi, Bangalore, Guwahati and Bhubaneswar
/ 02 Services
Services foredtech.
Education marketing
Campus admissions.
Performance marketing
Ads judged on paying learners.
Google AdsMetaApp store optimisation
Store pages with a real lesson in view.
AppleAndroidYouTube and free lessons
Doubt videos and short lessons.
YouTubeWhatsApp and email
Trial and renewal reminders for people who opted in.
WhatsAppCourse pages
One page per exam, with syllabus and refund terms.
LinkedIn B2B leads
Pilots with schools and companies.
LinkedInTracking and reports
Paying learners, refunds and cost, every week.
/ 03 Checklist
Brand basics checklist
Tick what you already have. The rest is where we can help.
The basics
11 items
- Logo and brand guidelinesOne set of logo files and a one-page guide to colours and fonts.
- Domain and business emailyourname.com and name@yourname.com, not a free mail address.
- A website that works on phonesFast, secure, with Call and WhatsApp buttons.
- Google Business ProfileCorrect name, hours, photos and category.
- WhatsApp BusinessCatalogue, quick replies and an away message.
- Social media handlesThe same name on each platform you use.
- Business cardsName, role, phone, email and website.
- Letterhead and invoiceYour legal name, address and tax details, with your logo.
- Company profile or brochureOne document you can send on WhatsApp.
- SignageMatches your logo and your Google listing.
- Photos and short videosReal work, real people, real premises.
For edtech platforms
6 items
- A true refund and exit policy on every course pageCCPA coaching guidelines, 2024, para 3(a).
- Recognition or approval stated only if you hold itCCPA coaching guidelines 4(1)(d); ASCI education guidelines, paras 1 and 2.
- Topper ads with the rank, the course and written consentCCPA coaching guidelines, 2024, paras 4(1)(a) and 4(2).
- The line "past record is no guarantee of future prospects"ASCI education guidelines, para 3: no smaller than the claim.
- A clear trial end date and an easy way to cancelCCPA dark patterns guidelines, 2023: subscription trap.
- A parent's consent for every learner under 18DPDP Act, 2023, s.9(1); DPDP Rules, 2025, rule 10.
/ 04 The edtech playbook
From a free lessonto a learner who renews.
| Stage | What we do | Why it matters in edtech | What we report |
|---|---|---|---|
| Free lessons and YouTube | Short lessons and doubt videos, spread through content marketing. | Learners judge the teacher first. | Trials booked |
| Store and course pages | An ASO (app store optimisation) pass, and a course page per exam with price, instalment plan and refund terms. | Clear refund terms mean fewer refunds. | Sign-ups per page |
| Trials and demo classes | Google and Meta ads that book a seat. Card details only when the learner pays. | Forced card details are a CCPA dark pattern. | Trial-to-paid rate |
| Counselling and retention | Quick counsellor calls, weekly call reviews. | Most money comes after the first payment. | Refunds per counsellor |
Say only what your course can prove. Public platforms are another choice, so paid courses must show something extra.
Edtech marketing in depth
The rule on recognition
The CCPA's coaching guidelines (13 November 2024) cover recognition. An ad must truthfully say whether a course is recognised and approved by a competent authority. Examples are the University Grants Commission (UGC) and AICTE, the technical education council. ASCI's education guidelines say a degree, diploma or certificate that law requires to be recognised must name that authority.
Source: CCPA, Coaching Sector guidelines, 13 Nov 2024, para 4(1)(d), read 10 Oct 2026 (https://ccpa.doca.gov.in/files/Guidelines%20for%20Prevention%20of%20Misleading%20Advertisement%20in%20Coaching%20Sector,%202024.pdf). ASCI, education guidelines, para 2(a), read 10 Oct 2026 (https://www.ascionline.in/wp-content/uploads/2023/05/ASCI-GUIDELINES-FOR-EDUCATIONAL-INSTITUTIONS-PROGRAMMES-AND-PLATFORMS.pdf)
How buyers decide
Our view: a learner or parent judges the teacher first, often through free lessons. Then they check price, refund terms and what others say. Government platforms such as DIKSHA give learners curriculum-linked material to compare with. DIKSHA had about 2.25 crore registered users on 27 June 2026. A paid course must show something more.
Source: Press Information Bureau, DIKSHA factsheet, 28 Jun 2026, read 10 Oct 2026 (https://www.pib.gov.in/FactsheetDetails.aspx?Id=150639)
What you can do, and what is not ours
You can write honest course pages, state refund and exit terms, and record parent consent. You can train counsellors to promise only what the course gives. We cannot promise admissions, marks, ranks or jobs, set your refund policy or approve your claims. Your legal team and the regulators decide those.
How we would deliver, and why each step
We track the path to a paying learner who stays, because installs mislead. We fix the first seven days, because that is where trials die. We review sample calls with you, because over-promising fills refunds. We check every claim against the rules first, because a banned claim costs more than a lost sale.
Bodies to know
UGC: the University Grants Commission, a statutory body. Its site says it coordinates and sets standards for university teaching, examinations and research.
AICTE: the All India Council for Technical Education. Its site calls it the apex body of technical education, handling approvals, grants and policy.
CCPA: the Central Consumer Protection Authority, under the Department of Consumer Affairs. Its guidelines page lists the 2024 coaching rules.
Source: Official sites of each body, read 10 Oct 2026
Not sure which stage to fix first? Let's look at last quarter's numbers together. Share last quarter
/ 05 What usually gets in the way
What gets in the wayand the way through.
“Thousands start the free trial. Most never return.”
Fix the first seven days: a short first lesson and one next step. Add email and WhatsApp reminders for those who opted in.
“Our counsellors close well, but refunds wipe out the month.”
Review calls with your team, and show refunds by counsellor in a CRM (customer relationship management software).
“Our ads say "100% placement" and "get a salary hike".”
Write claims you can prove. ASCI (the Advertising Standards Council of India) bars "100% placement" claims. The CCPA (Central Consumer Protection Authority) calls false job promises misleading.
“A child uses our app, but a parent pays.”
Talk to parents about progress and safety. India's data law bars targeted ads aimed at under-18s, so our Meta ads are set for parents.
“Schools and companies take months to sign.”
Build a pilot offer and usage reports, and run LinkedIn lead generation to the deciders.
“Counsellors call leads in any order, and ready learners go cold.”
Put the warmest names first.
Which leak sounds like yours: installs, trials or refunds? Tell us, and we'll tell you where we'd start. Name your leak
/ 06 In their own words
An education clienton our digital work.
“Your understanding of the digital space, customized brand solutions and prompt servicing have helped us achieve our brand goals with so much ease.”
Satabdi SahuLead - Brand and Content, ABP Education“An aligned partner is always a welcoming step. Someone who can think deep through lines, understand the matrix of product management. Fortunate enough, PromotEdge has been a partner in progress for me. …”
Bobby SrinivasChief Manager Marketing & Brand Marketing at Utkarsh India“In the city of Kolkata , there are very few full service advertising agencies which are compact, agile, quick and yet have the vision and creative /executional abilities of large reputed agencies. …”
Hardeep SinghMarketing ConsultantTell us what’s not working. We’ll send you an honest one-page growth plan, free.
/ 07 Cost
What affects the cost of edtech marketing.
We don't publish a price list. We quote after a free 30-minute strategist call. Ad spend is billed at actuals.
What affects the cost
- Courses and buyers. One exam app needs less work than five exams.
- The sales step. A self-serve trial, or counsellors who need call reviews.
How we quote
- A free 30-minute strategist call
- We try your trial as a learner would
- A written quote follows within 2 working days
What you get in the quote
- A target cost per paying learner
How it is billed
| Way of working | When it fits |
|---|---|
| Launch or exam season | Timeline confirmed in the quote |
| Monthly retainer | Minimum 3 months, 30 days' notice to stop |
| Ad spend at actuals | Shown before you approve it |
Ask each agency to report paying learners, not only installs.
/ 08 The rules
Rules that shape edtech marketing
We check each claim against these rules before it runs.
Coaching claims. The CCPA's coaching guidelines, 2024 cover all ads, endorsers too. False claims about faculty, fees, refunds, selection, jobs or salary are misleading. A topper's photo needs the rank, the course and written consent.
Outcome claims. ASCI's education guidelines name edtech platforms. Promise no marks, job or salary without proof, and add "past record is no guarantee of future prospects".
Free trials. The CCPA's dark patterns guidelines, 2023 list hidden cancellation and forced card details for free trials. They also list no notice when a trial turns paid.
Children's data. Under the Digital Personal Data Protection (DPDP) Act, 2023, under 18 is a child. You need a parent's verifiable consent, and no tracking or targeted ads. Breaches can cost up to ₹200 crore. The 2025 Rules add a parent identity check, from 18 months after 13 November 2025.
This is general guidance, not legal advice.
/ 09 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.
Our beliefOur job is to impress your customers, not you.
Brands and people are named only as public examples. They are not PromotEdge clients or endorsers unless stated.
Keep exploring
Related pages.
The expertise that fits your business, and the places we work.
Goes well with
Related industries
Founder, growth head or marketing lead at an edtech company?
Tell us where learners drop off.We'll show you where the paying ones are.
Straight answers.
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It brings in learners who will pay, and helps you keep them. Free lessons and ads reach the right people. Trials and counselling calls turn them into payers, and messages keep them learning. Test prep apps also follow exam calendars, such as JEE and IELTS.
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It depends on what a learner is worth to you. A made-up example, not a client's numbers: ₹1 lakh of ads brings 40 paying learners, so each one cost ₹2,500. If 4 take a refund, the real cost is about ₹2,780. Spend more only if a learner pays well above that.
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Their parents. Under the DPDP Act, 2023, anyone under 18 is a child. Businesses must not track them or aim targeted ads at them, and need a parent's verifiable consent. We aim ads at parents and at learners aged 18 or over. This is general guidance, not legal advice.
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It depends on how many courses you sell, your ad budget, content volume and whether counsellors close your sales. We don't publish a price list. We quote after a free 30-minute strategist call. A written quote follows within 2 working days.
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Ask each agency, us included, four questions. Will you report paying learners and refunds, or only installs? How will you check our claims against the CCPA and ASCI rules? How will you handle data from users under 18? What would you stop after the first month?