Kaabil Kids
Shark Tank-Featured & Funded Kaabil Kids: How AI-Led Google Ads Lifted Qualified Conversion from 8% to 10% and Scaled Enrolments Across India & International Markets.
EdTech | Online Chess Education | International Student Acquisition
01 About the Brand
Kaabil Kids is one of India's leading online chess learning platforms and a Shark Tank India-funded company backed by renowned investors including Aman Gupta and Namita Thapar. The platform has earned a strong reputation for helping children develop critical thinking, analytical ability, concentration, confidence, and decision-making skills through structured online chess coaching delivered by experienced mentors.
By the time Kaabil Kids partnered with BloomX, brand awareness and credibility were already well established. Parents trusted the brand, demand existed, and enquiries were consistently flowing in.
However, the next phase of growth presented a different challenge.
The objective was no longer to generate more leads. It was to attract the right families. Kaabil Kids wanted parents who genuinely viewed chess as a long-term developmental investment for their children, not those looking for a temporary hobby or a one-time trial class.
The brand also wanted to strengthen its presence in carefully selected high-value cities across India while expanding into international markets where parents actively searched for premium online chess education.
BloomX was brought in as a strategic performance marketing partner to build a scalable acquisition system capable of consistently attracting high-intent parents, improving enrolment efficiency, and supporting long-term domestic and global expansion.
02 The Challenge
Despite strong brand recognition and Shark Tank credibility, scaling efficiently required solving a much more complex performance marketing problem.
The key challenges included:
- Filtering out low-intent enquiries and attracting parents genuinely interested in structured chess education.
- Increasing the percentage of qualified leads progressing to booked demo sessions.
- Improving demo-to-enrolment conversion rates.
- Scaling across carefully selected Tier 1 and premium Tier 2 Indian cities instead of pursuing mass-market volume.
- Expanding into international markets without sacrificing lead quality.
- Building a predictable acquisition engine capable of supporting long-term business growth.
The focus was never on generating the highest number of leads.
The focus was generating the highest percentage of enrolments.
03 The Strategy
Instead of treating Google Ads as a lead generation channel, BloomX rebuilt the acquisition journey around conversion quality.
Every stage of the funnel was optimised to attract serious parents with genuine purchase intent.
Website & Landing Page Optimisation
Before scaling advertising, we optimised the complete user journey.
This included:
- Landing page optimisation
- Website performance improvements
- Conversion-focused page structure
- Stronger messaging for parents
- Faster enquiry experience
- Improved call-to-action placement
The objective was to maximise conversions after every click.
Creative Direction & AI Video Assets
Google Ads performance extends far beyond keyword targeting.
We worked closely with the brand on:
- Creative messaging
- Ad positioning
- Value proposition refinement
- AI-powered video creatives
- Performance-focused visual direction
This ensured consistency between advertisements, landing pages and the overall customer experience.
High-Intent Google Search Campaigns
Rather than chasing broad education keywords, we focused on parents actively searching for:
- Online chess classes for kids
- Professional chess coaching
- Competitive chess training
- Chess academy for children
- Online chess learning programmes
Campaigns were continuously refined using:
- Search query analysis
- Keyword optimisation
- Negative keyword expansion
- Smart bidding strategies
- Audience segmentation
- Device optimisation
- Geographic targeting
- Budget optimisation
- Continuous A/B testing
Every optimisation was made with one objective:
Generate better students, not simply more leads.
International Performance Marketing
To support Kaabil Kids’ global growth ambitions, BloomX launched dedicated Google Ads campaigns across international markets.
Campaigns were localised according to regional search behaviour, parent intent and market demand, allowing the brand to attract qualified international enquiries while maintaining healthy acquisition efficiency.
Performance Highlights
The impact was visible throughout the entire enrolment journey, not just at the top of the funnel.
Conclusion
Kaabil Kids already had what many education brands strive for: strong credibility, national recognition and Shark Tank validation.
The challenge was scaling efficiently without compromising lead quality.
By combining landing page optimization, website improvements, AI-led creative direction, conversion-focused messaging and high-intent Google Ads, BloomX helped transform an already successful brand into a more efficient student acquisition engine.
Rather than optimising for impressions, clicks or low-cost leads, every decision was guided by one business objective: attracting parents who were genuinely committed to investing in their child’s long-term chess journey.
The result was a scalable acquisition system capable of driving qualified enquiries, increasing demo bookings, improving student enrolments and
If your brand already has strong demand but needs a smarter filter for who converts, BloomX can help build the same quality-first acquisition engine — get in touch to see how supporting Kaabil Kids’ continued expansion across India and international markets.
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