Pingu's English Case Study

A neighbourhood English school that needed new students

Pingu's English Kazipara teaches English to young children in Kazipara, Dhaka. Parents want to ask questions before enrolling a child, so the school needed an easy way to start that conversation.

The goal was simple: get local parents talking to the school and turn those chats into admissions.

The approach

Messaging ads instead of formsAds opened a chat with the school, so parents could ask about classes, fees and timing straight away.

Short video for awarenessA video ad reached local families for very little, with 4,767 ThruPlays at $0.001 each.

Kept the budget smallThe whole campaign cost $86.72, and each conversation cost $0.39 on average.

215 conversations, 16 new students

Ad set	Result	Cost per result	Spend	Impressions	Reach
Messaging 1	97 chats	$0.27	$26.63	34,146	19,049
Messaging 2	77 chats	$0.51	$39.18	40,852	14,777
Messaging 3	41 chats	$0.42	$17.29	25,394	15,208
Video	4,767 ThruPlays	$0.001	$3.62	7,509	7,118
Total	215 chats	$0.39	$86.72	107,901	–

Meta Ads Manager table showing messaging conversations of 41, 97 and 77 and 4,767 ThruPlays

Screenshot from Meta Ads Manager. Totals, cost per admission and chat-to-admission rate are calculated from these rows and the 16 completed admissions. Reach is not added up because the same person can be reached by more than one ad set.

16 admissions from $86.72 of Meta Ads

A neighbourhood English school that needed new students

The approach

215 conversations, 16 new students

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