Adapting course advertising as learning preferences changed

MappedSkills has worked on AnybodyCanBake’s Meta advertising since 2018. When demand shifted back towards offline learning after COVID, approaches that had worked for online courses became less effective. Course price revisions and expansion into international markets helped the business return to profitability, according to MappedSkills founder Amit Gupta. For September 2021 to October 2026, the business reports 3,892 paid enrolments attributed to Facebook Ads and ₹2,78,95,678 in revenue on ₹42,78,961 in advertising spend.

Client: AnybodyCanBake, Pune, India
Industry: Education and training
Service: Social Media Ads
Period: Sep 2021 – Oct 2026

AnybodyCanBake, Meta Ads. The way people learned changed. So did the advertising. Meta advertising for AnybodyCanBake since 2018. 3,892 paid enrolments and a 6.52 times reported ROAS for September 2021 to October 2026. An illustrative baking-learning scene with a laptop showing a baking video.

The problem

What worked earlier stopped working as well

Amit describes a learning market that moved from offline towards online courses, swung back towards offline learning after COVID, and is now seeing renewed interest in online learning. For AnybodyCanBake, the shift back towards offline demand affected advertising economics and profitability.

Changing customer preference: Selling an online learning offer became harder when more prospective learners preferred an offline experience.
Pressure on profitability: Continuing with an approach that had worked earlier was no longer enough to maintain profitable acquisition.
The objective stayed the same: The campaigns remained focused on sales. The response needed to address the commercial offer and the markets reached.

What we did

Revisit pricing and reach beyond the existing market

The response combined course price revisions with expansion of sales advertising into international locations. It addressed both the value of a sale and the markets in which the offer could find buyers.

Course price revisions: Pricing was revised as part of the response to weaker advertising economics. Course names, prices and individual offers are not disclosed.
International expansion: The advertising reach expanded into international locations, opening the offer to learners beyond the existing market.
Sales remained the focus: The campaigns continued to pursue purchases through changing market conditions rather than changing the success measure to clicks or views.

The impact

3,892 paid enrolments and ₹2 crore 79 lakh in reported revenue

From September 2021 to October 2026, the reported totals show 3,892 paid enrolments attributed to Facebook Ads and ₹2,78,95,678 in revenue. The corresponding advertising spend was ₹42,78,961.

Reported figures

Reported figure

6.52×

return on ad spend. Approximately ₹6.52 in reported revenue per ₹1 of advertising spend, calculated from the whole-period totals, September 2021 to October 2026. ROAS alone does not establish profit.

3,892
paid enrolments attributed to Facebook Ads for the selected reporting period, September 2021 to October 2026.
₹2,78,95,678
in reported revenue, approximately ₹2.79 crore, across September 2021 to October 2026.
₹42,78,961
in advertising spend across September 2021 to October 2026.
₹1,099.42
advertising cost per paid enrolment. Advertising spend divided by paid enrolments, calculated from the whole-period totals.

A recreated agency dashboard for AnybodyCanBake, Meta Ads, sales objective, September 2021 to October 2026, in rupees. Paid enrolments 3,892. Advertising spend ₹42,78,961. Reported revenue ₹2,78,95,678. Advertising cost per enrolment ₹1,099.42. Reported ROAS 6.52 times. A bar chart compares advertising spend with reported revenue, with the note that revenue return is not profit.

A return to profitability with continued adaptation

Amit reports that price revisions and international expansion helped restore profitability. The engagement continues as online learning interest picks up again. These aggregate figures do not imply that results improved every month or that every phase was profitable.

Social Media Ads · Case study

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