By Skyram Technologies 
Trishul Defence Academy
Precision Targeting.
Better Enrolments.
Trishul Defence Academy (TDA) was known for their exceptional training. What they needed was right students to find them; students who were serious, and searching for their aspiration. Skyram Next built a strategic Ads strategy that made sure TDA was the first name they saw, and the only call they needed to make.
Trishul Defence Academy
Defence Coaching Academy : Prayagraj
2788
Total Leads
82
Admissions
12.7 X
ROAS
About the Client
In Prayagraj, a city that has shaped generations of India’s defence officers; Trishul Defence Academy has been quietly building futures beyond classrooms and examinations. The institute prepares young aspirants not just for competitive defence exams, but for a life defined by discipline, service, and national pride.
With programmes spanning NDA, CDS, and Foundation courses, TDA attracts students from across Uttar Pradesh, Bihar, and Madhya Pradesh with regions where joining the armed forces is often more than a career choice; it is a deeply personal aspiration carried by entire families. Over the years, the academy has also expanded its presence through branches and franchisee networks across Patna, Delhi, Gurgaon, and Rajasthan, strengthening its reach among defence aspirants across North India.
The academic credibility and training quality were already established. The real challenge was visibility. In an increasingly competitive digital landscape, the question became: how could TDA ensure that motivated and aspired students from Uttarpradesh, Madhyapradesh, Bihar, Rakasthan or Delhi discover the academy at the exact moment they begin searching for the right defence coaching institute for their entrance exam preparation?
Key Points To Consider
Industry : Defence Training Institute Campaign Type : Google Ads PPC and Remarketing in Meta Target : Students across Chhattisgarh, Uttarpradesh, MadhyaPradesh, Bihar, Delhi and Part of Rajasthan Duration : 5 Months Campaign Objective
Trishul Defence Academy had already established strong offline credibility in Prayagraj, but the real challenge was expanding its digital reach. Defence aspirants across Uttar Pradesh, Bihar, and Madhya Pradesh were actively searching for NDA and Foundation coaching programs, often encountering larger national brands before discovering TDA.
The objective for Skyram Next was clear: Position TDA in front of high intent students at the exact stage when they were ready to explore or choose a coaching institute. To achieve this, Skyram Next developed a performance-driven Google Ads strategy focused across three primary course categories – NDA Course, NDA Foundation, and CDS.
Alongside search campaigns, a dedicated YouTube awareness layer was introduced to strengthen brand recall among students still in the research and consideration phase, helping TDA build visibility beyond direct search traffic.
The Challenge
- National defence coaching brands dominated NDA-related search visibility with aggressive bidding and higher ad spends
- Three distinct programs – NDA, Foundation, and CDS; required separate audience positioning, keyword intent mapping, and budget control
- Students from tier 2 and tier 3 regions across Uttar Pradesh, Bihar, and Madhya Pradesh required region-sensitive search and messaging strategies
- The inquiry funnel needed to accommodate both digitally active students and parents who preferred direct phone conversations before decision-making
- Expansion into Gurugram introduced significantly higher CPCs along with a more competitive and urban audience segment
- Maintaining a stable CPL target of ₹260 across multiple geographies, course categories, and ad formats required continuous optimization
The Solution
- Built separate performance structures for NDA Course, NDA Foundation, and CDS using dedicated keyword clusters and conversion-focused ad groups
- Targeted high-intent search behaviour through course-specific and geography-driven keyword strategies
- Integrated Call Ads alongside Search campaigns to capture direct inquiry traffic from both parents and students
- Introduced YouTube awareness campaigns with controlled spend to strengthen brand recall before active search intent developed
- Reallocated budgets dynamically toward stronger-performing campaigns and regions based on weekly conversion and CPL trends
- Continuously optimized campaign efficiency by pausing weak keywords, refining search terms, and improving conversion quality across locations
Cracking The Code For
Large-Scale Admissions
Results
2788
Total Leads
1310
Valid Leads
157
Centre Visits
82
Admissions
Rs 255
Cost Per Lead
12.7 X
ROAS
Conversion Focused Landing Page Strategy
Skyram Next consulted and guided the development of landing pages designed specifically for defence aspirants and parents. The structure focused on clarity, trust, course differentiation, and faster inquiry action thus helping visitors understand the institute quickly while improving overall lead conversion potential.
Full Funnel Ad Campaign Strategy
The strategy integrated Google Search Ads, YouTube awareness campaigns, and Meta remarketing to engage defence aspirants across awareness, consideration, and inquiry stages. Performance tracking was mapped across the complete funnel, including keyword engagement, click through rates, landing page interaction, inquiry generation, call responses, and conversion quality, enabling continuous optimization focused on admissions rather than just lead volume.
Integrated Advertising Strategy Across Search, Video & Remarketing
Skyram configured a connected advertising framework using Google Ads, YouTube, and Meta remarketing to maximize visibility and improve conversion opportunities throughout the student decision cycle. The strategy focused on intent based targeting, audience segmentation, and continuous performance optimization across channels.
How We Did It
A full funnel digital acquisition strategy designed to improve visibility, generate qualified defence admission inquiries, and optimize conversion efficiency across multiple student touchpoints.
Intent Driven Search Campaigns
- NDA, CDS, and Foundation focused keyword mapping
- High intent search query targeting
- Competitor and regional keyword positioning
- Structured campaign segmentation by course category
Regional Audience Expansion
- Geographic targeting across Uttar Pradesh, Bihar, Madhya Pradesh, Chhattisgarh and Delhi.
- Tier 2 and tier 3 audience behaviour optimization
- YouTube awareness campaigns for early-stage visibility
- Meta remarketing to re-engage interested students and parents
Conversion Focused Inquiry Funnel
- Strategic consultation for dedicated course landing pages
- Integrated lead forms, call extensions, and WhatsApp actions
- Performance tracking across clicks, inquiries, calls, and conversion quality
- Continuous optimization based on CPL and admission intent trends
The Skyram Next Framework: Built for Real Admission Growth
Running ads is easy. Building campaigns that consistently generate qualified defence aspirants and convert them into actual admissions requires continuous optimization, strategic targeting, and close funnel monitoring. Here’s how Skyram Next approached the Trishul Defence Academy growth campaign.
Data Driven Campaign Structuring
Every campaign was built around course specific search intent across NDA, Foundation, and CDS categories. Keywords, bidding strategies, ad groups, and regional targeting were structured based on conversion potential, competitive intensity, and enquiry quality rather than broad traffic acquisition.
Regional Audience & Competitor Intelligence
The strategy focused heavily on understanding how defence aspirants searched across Uttar Pradesh, Bihar, Chhattisgarh, Madhya Pradesh, Gurugram, and surrounding regions. Competitor positioning, regional behaviour patterns, device usage, and enquiry trends were continuously analyzed to improve targeting precision and campaign efficiency.
Weekly Funnel Reviews & Continuous Optimization
Campaign performance was monitored continuously across clicks, calls, landing page engagement, enquiry quality, and admission intent. Underperforming keywords were paused quickly, stronger campaigns were scaled aggressively, and budgets were shifted dynamically based on weekly funnel insights and conversion performance.
Client Solutions Team That Stayed Involved
Skyram Next maintained regular strategic coordination with the Trishul Defence Academy team throughout the campaign cycle. Performance reviews, lead quality discussions, admission trend analysis, and campaign refinements were handled collaboratively to ensure the marketing strategy remained aligned with real admission goals.
Read More of Our Success Stories
Real results from real clients — see how we’ve helped businesses grow.
Filled 144+ admissions through optimized full funnel performance campaigns
- 4,135 Admission Enquiries Generated
- Cost Per Lead (INR ₹344)
- Cost Per Admission (INR ₹9,903)
Filled 85+ seats in an admission cycle with optimized marketing spend
- 84 Admissions Generated
- Cost Per Admission (INR 5,524)
- Time To Result (5 Months)
766K+ Organic Clicks Generated Through Strategic AEO & SEO Execution
- 29.5M+ Search Impressions
- Top-ranking 315+ keywords
- 633+ AI mentions