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ppc · proposal template

EdTech Marketing & Lead Gen

The EdTech template that hits sub-₹500 CPL on cohort programs.

EdTech proposals fail when they sound like generic performance-marketing pitches. This template builds around the actual EdTech funnel — ad → lead → counsellor call → enrollment — with WhatsApp nurture and counsellor enablement built in. India-aware throughout.

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Investment structure

Three pricing tiers, edit-in-place.

Setup fee + monthly retainer. Round numbers. Each tier includes everything below it plus specific upgrades. The middle tier is recommended — most clients pick it.

Lead Engine

Coaching / cohort-based / certification programs needing qualified leads at <₹500 CPL

₹3,000/mo
+ ₹2,500 setup · 3-month minimum
  • Funnel audit: landing pages, ad creatives, lead-form flow
  • Performance ads: Meta + Google — up to $20K/mo spend managed
  • WhatsApp opt-in flow + 3 nurture sequences
  • Lead-quality scoring (counsellor calls per 100 leads)
  • Monthly: cohort CAC + funnel-stage drop-off report
Recommended

Full Funnel

EdTech brands scaling from 1k → 10k learners / month

₹6,500/mo
+ ₹5,500 setup · 6-month minimum
  • Everything in Lead Engine
  • YouTube + Instagram organic content — 8 pieces/month
  • Influencer / educator collaborations — 2/month
  • Webinar funnel: invite ads + reminder system + replay nurture
  • Refund-rate + completion-rate optimization
  • Bi-weekly counsellor enablement: scripts, objection handling

Category Builder

Funded EdTech building category leadership in their vertical

₹14,000/mo
+ ₹12,000 setup · 12-month minimum
  • Everything in Full Funnel
  • Multi-channel: Meta + Google + YouTube + LinkedIn (B2B EdTech)
  • Brand campaigns + SEO content engine (40 pieces/quarter)
  • PR + thought-leadership push (founder media)
  • Counsellor team training + dialer-CRM setup
  • Quarterly cohort + LTV / refund analysis

What's in this template

Cover, Executive Summary, Understanding Your Business, Proposed EdTech Marketing Scope, Our EdTech Funnel Method (Audit → Ads + WhatsApp → Webinar + Influencer → Cohort Optimization), Timeline, Investment (3 tiers), Why Us, Case Study, Next Steps.

How to price EdTech marketing in 2026

Lead Engine: $2.5K setup + $3K/mo — funnel audit, performance ads, 3 nurture sequences. Full Funnel: $5.5K + $6.5K/mo, adds organic content + influencers + webinar funnels. Category Builder: $12K + $14K/mo, multi-channel + brand campaigns + counsellor team training. India: ~₹60K+₹75K/mo / ₹1.5L+₹1.75L/mo / ₹3.5L+₹4L/mo. Add cost-per-enrollment SLA on tiers 2-3 if confident.

Common mistakes this template fixes

1) Optimizing CPL without measuring counsellor-call conversion — you'll cheap-ass leads that never convert. 2) No WhatsApp nurture — Indian buyers expect WhatsApp follow-up; email-only loses 30%+ of leads. 3) Skipping refund-rate / completion-rate in reporting — these tank LTV silently. 4) No counsellor enablement — agency hands off to a script-less sales team and conversion drops 40%.

When to use this template

Pitching coaching, certification, cohort-based, or upskilling EdTech. Client cares about CPL but really cares about LTV / refund / completion. Tone: numbers-first, candid about funnel reality, willing to call out broken counsellor workflows.

Editable in AgencyPitch

Swap K-12 ↔ professional ↔ B2B EdTech. Adjust ad-spend bands. Add SEO long-tail strategy. India visitors auto-see INR pricing. AI rewrites in your voice.

The 10 sections in this template

  1. 01Cover
  2. 02Executive Summary
  3. 03Understanding Your Business
  4. 04Proposed EdTech Marketing Scope
  5. 05Our EdTech Funnel Method
  6. 06Timeline
  7. 07Investment
  8. 08Why Us
  9. 09Case Study
  10. 10Next Steps

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