A private international school in Saudi Arabia needed to fill its enrollment season. When I took over the account, ads were running on several platforms at once and the website wasn't turning parents into registrations.
What was broken
- Every platform showed no leads at the same time. When independent channels fail together, the cause is what they share: the website, not the ads.
- The registration form was long and asked for the child's national ID before a parent had even spoken to the school.
- Ads sent parents to the home page, where the menu pulled them away, and many sign-ups came from job seekers who found the careers page.
- A search campaign named after the school's city was in fact targeting the whole country.
What I built
- One tracking setup for every platform through Google Tag Manager, with a single lead event, so results could be compared like for like.
- Native lead forms on Meta and TikTok next to the website form, so a parent could register without leaving the app.
- Dedicated landing pages instead of the home page, and a shorter form.
- Search targeting brought back to the neighbourhoods the school serves, with the high-intent registration keywords switched back on.
- A clear role for each channel: Meta for volume, TikTok for reach among parents, Google Search for families already looking, Snapchat as a test.
The cheapest lead isn't the goal. The goal is a family that visits and enrolls.
The season in three numbers
86.45SAR
cost per lead across every platform
662SAR
media spend per enrolled student
13.1%
of leads became enrolled students
Leads are counted as each platform reports them, and one parent can register on more than one platform, so the share of families who enrolled is higher than this ratio.
