01
Campaign architecture
Account, campaign and ad-group structure built around intent, so budget is controllable and reporting is readable. Badly structured accounts cannot be optimised, only guessed at.
Paid campaigns judged on cost per qualified enquiry, not on impressions
A campaign with no conversion tracking is a spending exercise, not a marketing one. We set up measurement before we spend a rupee, and we report cost per qualified enquiry rather than cost per click.
In short
What is digital marketing?
Digital marketing campaigns are paid, measurable acquisition programmes run across search, social and professional networks to generate defined actions — admission enquiries, sales leads or job applications. BridgePoint plans, builds and runs campaigns on Google Ads, Meta and LinkedIn for Indian companies and educational institutions, with conversion tracking installed and verified before launch. A campaign typically needs two to three weeks of setup and a four-week learning period before its cost per qualified enquiry can be judged fairly.
What's included
What you actually get
Every item below is part of the standard engagement, not an upsell.
02
Google Ads
Search, Performance Max, YouTube and remarketing, with negative keyword lists maintained weekly. On search campaigns, negatives are usually where the wasted spend hides.
03
Meta and LinkedIn
Meta for reach and admission-lead volume, LinkedIn for B2B and senior recruitment marketing where the cost per lead is higher but the qualification is better.
04
Admission-lead campaigns
Programme-specific campaigns aligned to the admission calendar, with lead forms that capture course preference and eligibility so the counselling team is not calling blind.
05
Recruitment marketing
Campaigns that put roles and employer brand in front of passive candidates, feeding applications into your ATS and coordinated with our recruitment practice.
06
Landing pages and tracking
Purpose-built landing pages, GA4 and conversion events, offline conversion import where a sale or admission closes off-platform, and a documented attribution model.
Scope
How engagements are shaped
4–6 weeks
Pilot
One channel, one objective, small budget. Enough to establish a real cost per enquiry before committing further.
Ongoing
Single-channel programme
One platform run continuously with weekly optimisation and monthly reporting.
Ongoing
Multi-channel programme
Search, social and professional networks coordinated, with cross-channel attribution reporting.
Seasonal
Admission-cycle campaign
Built around an institution's intake dates, ramping three to four months before applications open.
Deliverables
- Written campaign plan with objectives, budget split and target cost per enquiry
- Campaign build across agreed platforms with structured ad groups and negatives
- Landing pages built and tested for the campaign objective
- GA4 and platform conversion tracking installed and verified before launch
- Weekly optimisation log recording what changed and why
- Monthly report on spend, leads, qualified leads and cost per qualified enquiry
Scope and deliverables are confirmed in writing before work begins. If something here does not apply to your situation, we take it out rather than bill for it.
Process
How the work runs
01
Understand
A working session on what you actually need — the role, the mandate or the outcome. We put the brief in writing and you sign it off before work starts.
02
Plan
A scoped plan with owners, timelines and the numbers we will report against. If the brief is unrealistic on budget, market or timeline, we say so here.
03
Execute
Delivery against the plan, with a weekly written update whether or not there is good news. Silence is not a status report.
04
Review
Results measured against what we agreed at the start, with an honest read on what worked, what did not, and what we would change next cycle.
FAQ
Digital Marketing — questions
What budget do we need to start?
Enough to generate statistically useful data, which in most Indian categories means a minimum of four to six weeks of continuous spend rather than a specific rupee figure. Splitting a small budget across four platforms produces four inconclusive results, so we usually recommend one channel and one objective first.
How is this different from SEO?
Paid campaigns buy visibility and stop the day you stop paying, but they deliver data within days. SEO compounds and persists, but takes three to six months. Most organisations need both: paid for the current admission cycle or hiring quarter, organic for the two-year position.
Do you guarantee a number of leads?
We commit to a target cost per qualified enquiry based on pilot data, and we report against it honestly. We do not guarantee lead volumes before a pilot exists, because that number depends on your pricing, your competitors' bids and your programme's actual demand — none of which we control.
Who owns the ad accounts?
You do. We work inside your Google Ads, Meta and LinkedIn accounts, and your GA4 property. If the engagement ends, the accounts, the conversion history and the learning stay with you. Agencies that run clients through their own accounts are holding your data hostage.
Why do you report qualified leads rather than total leads?
Because total leads are easy to inflate and expensive to chase. A lead form that asks for programme preference and eligibility produces fewer entries and far better conversations. We report both numbers so the drop between them is visible, and that gap is usually where the campaign gets fixed.
Related services
Often needed alongside this
Talk to us about digital marketing
Tell us the situation and we will give you a straight read on scope, timeline and whether we are the right firm for it.