Client Details:
- Client Name: Adams Cricket Academy
- URL: https://adamscricketacademy.com/
- Location: Australia and India
- Business Type: Sports Training (Cricket Academy)
- Focus: Talent Development & International Exposure
- Industry: Sports & Education
- Platform: Instagram, Facebook
- Services Provided: Creative Strategy, Paid Ads Strategy, Funnel Development, Website Setup, Automation,
Key Wins:
- 342 paid registrations in 10 days
- 475 INR Cost Per Registration
- 204,858 INR total revenue collected
- Built digital presence from scratch and launched full campaigns under extreme time pressure
Overview
Adam’s Cricket Academy, a leading name in cricket training with operations in Australia and India, partnered with Kings Digital to drive registrations for their North Indian Schoolboys Cricket Tour to Australia, in collaboration with Madan Lal Cricket Academy.
In early 2024, the Academy announced a North Indian Schoolboys Cricket Tour to Australia and it was a premium 10-day tour priced at around 390,045 INR per player and 474,167 INR for accompanying parents. They planned to recruit qualified players through affordable cricket trial events at 6 different locations, priced at 599 INR for registration.
When Adam’s Cricket Academy decided to open registrations for their prestigious Australian cricket tour, they needed a marketing partner who could move fast, think smart, and execute flawlessly.
With less than 10 days before trials began and no digital presence ready, Kings Digital stepped up to the plate and delivered a winning strategy that didn’t just meet expectations but smashed them.
Our objective was to get enough trial numbers from those cricketers, who can afford to pay for Australian cricket trials. We aimed to get 300-350 trial registrations for the 6 locations.
From the Client
When Adam’s Cricket Academy partnered with Kings Digital for their North Indian Schoolboys Cricket Tour campaign, they knew the stakes were high and the timelines were brutally short.
They had a strong offering and a clear vision, but delays and last-minute changes had left them understandably anxious about how the market would respond.
Within just a few days of launching the campaign, that anxiety turned into excitement. The results came faster than expected, and the momentum quickly shifted in their favor.
Here’s what the leadership team at Adam’s Cricket Academy shared about working with us:
"We knew we were cutting it close, but the way Kings Digital handled everything gave us confidence from the first day. From building the entire funnel in record time to getting real trial registrations flowing in, they made the impossible happen. We even had to stop registrations for some cities early because the seats got filled faster than we imagined. It wasn't just a campaign, it felt like we had a true partner who understood the pressure and delivered under it."
Challenge
The road ahead was anything but smooth. When Adam’s Cricket Academy approached Kings Digital, the ambition was massive, but the runway was brutally short.
Here’s what we were facing:
First, there was zero digital infrastructure to start with. No website. No landing pages. No active social media profiles that could be leveraged for trust. Everything from the event registration portal to the payment collection system needed to be built from the ground up.
Compounding the challenge was the need for automation. Every successful trial registration needed an instant payment confirmation and detailed event information sent automatically. There was no existing backend system which meant we had to set up automation tools almost overnight.
The creative demand was another mountain to climb. Over 50+ creative designs, 15+ customized reels, and 20+ story formats were urgently required. Making it harder, the client needed multiple rounds of revisions because trial venues and timings kept shifting, forcing us to redesign assets on the fly.
Adding to it all, the Meta Ads account was brand new with absolutely no historical data for the Indian market. We had no lookalike audiences, no retargeting pools, and no prior benchmarks to optimize against.
While the internal setup was already a race against time, external challenges hit just as hard. Initially, there was no payment gateway connected to the website to collect the trial fees. We had to set up Razorpay integration under intense urgency to avoid losing early sign-ups.
Client-side creative control also posed a risk. The client insisted on having heavy text overlays on promotional graphics, a move that typically triggers restrictions and lower reach on Meta ads. Balancing creative integrity while adhering to the client’s vision became a tightrope walk.
And perhaps the biggest external pressure was the brutal ticking clock.
Less than 10 days to ideate, build, launch, test, optimize, and scale. That too with no room for mistakes, no fallback window, and no soft launch.
In short: We got no time for warm-up.We went straight to match day. And the stakes were sky-high.
Strategy
Facing a ticking clock and a completely blank digital slate, we knew we couldn’t afford a generic, spray-and-pray approach. Every decision had to be well thought. Every move had to push the campaign forward without wasting a second or a rupee.
Here’s how Kings Digital engineered the growth system for Adam’s Cricket Academy:
Building the Foundation at Breakneck Speed
We started by building the foundation and we built it fast.
Our team designed and launched a mobile-optimized event website that served as the command center for the entire campaign. It included clear city-wise event details, simple registration forms, and direct integration with Razorpay for seamless payment collection.
Every unnecessary click, every confusing instruction, was eliminated. We understood that when you’re asking parents to pay and not just any parents but Indian parents, even a small amount, trust and ease of use would decide the conversion rate.
The goal was simple: make registration so easy that nothing stands between a motivated young cricketer and a confirmed trial spot.
Setting Up Real-Time Payment Confirmation Automation
To support the fast-moving event funnel, we immediately set up real-time payment confirmation automation.
As soon as a registration payment was completed, a personalized confirmation email was triggered through our backend system, providing players and parents with full registration details and next steps.
No manual emails. No waiting period. No gaps for confusion.
This automation not only streamlined internal operations but built instant credibility with every registrant and it gave us a critical psychological advantage when promoting a premium international opportunity.
Precision-Focused Paid Advertising Strategy
Starting from zero data, we moved smart, not slow.
We installed Meta Pixel across the new website and Razorpay payment pages, tracking actual successful registrations as custom conversion events.
Our media buying strategy focused first on broad-interest targeting to quickly generate volume, combined with hyper-targeted cricket-specific audiences to fine-tune early engagement.
Creative testing wasn’t left to chance. We launched city-specific ad sets, tested static images, short reels, and carousel formats simultaneously, and monitored every variation’s performance daily.
When certain creatives started outperforming others, we didn’t waste time, we aggressively doubled down and scaled those winners to maximize lead flow while cutting spend on underperformers.
Rapid Data Optimization with Lookalike Audiences
Data wasn’t just collected but was taken full advantage of.
As soon as we crossed 100 verified trial registrations through the Pixel, we built Lookalike Audiences (LLAs) based on these real purchasers.
This shifted the campaign from cold fishing to precision targeting. We focused spend toward users statistically similar to those who had already paid and committed, This led to a sharp drop in Cost Per Registration while pushing daily registration numbers higher.
At every step, the mindset was clear:Build momentum fast. Learn even faster. Scale only what was proven.
Results
In just 10 days, Kings Digital turned a blank digital canvas into a live, high-performing event funnel that smashed expectations. The results speaks for themselves:
1. Paid Registrations Smashed the Target
The original goal was to generate 300–350 paid trial registrations across six cities. Despite every logistical and creative challenge, the campaign delivered 342 paid registrations which sits right within the sweet spot the client needed to fill their tour quotas.
More importantly, the quality of registrants exceeded expectations, with a significant number qualifying for the premium Australian tour.
2. Financial Outcomes That Made Sense
The trial registration fee was priced at 599 INR per player.
Across 342 successful registrations, the campaign collected 2,04,858 INR directly through Razorpay and it gave the Academy positive cash flow even before upselling the Australia tour package.
Here’s the key breakdown:
- Ad Spend: 1,62,599 INR (approx. 2950 AUD)
- Revenue Collected (Trial Fees): 2,04,858 INR
- Net Positive on Registration Phase even before the premium tour revenue.
This immediate recovery of ad spend reinforced the efficiency of the funnel and allowed the Academy to operate without cash flow anxiety.
3. Marketing Efficiency Metrics
Beyond revenue, the campaign delivered excellent marketing performance indicators:
Most importantly, the CPL (Cost per Lead) for the main Australia Tour was well below the maximum acceptable target set during project kickoff. It was a critical win given the first-timer Meta Ads account with zero historical data.
Internal Client Impact
The success of the campaign gave Adam’s Cricket Academy real operational wins:
- Trial cities had more registrations than needed and this led to the client shutting down registration for a few locations early.
- The Academy was able to select higher-quality players for the Australian tour.
- The brand saw a boost in visibility and credibility across North India, especially among serious young cricketers and their families.
Summary: In less than two weeks, we didn’t just hit metrics. We helped Adam’s Cricket Academy fill their international tour roster, build cash flow from the trials themselves, and create a repeatable digital model for future sports tours.
