Where we started.
We worked out what the school actually sells: not “a language” but a specific format — level, schedule, online or in person, group or one-to-one. Ads that don't name those collect questions that later cost the manager hours.
Where we sent people.
We split two paths: a form request and a chat. These are different people — some find it easier to leave a number, some to write — and put in one campaign both of them lose.
Events and conversions.
We checked that requests reach the ad account, not just the school's inbox. While the event doesn't arrive, the ads learn on random people, and no amount of bidding will fix that.
Ongoing work.
Month by month: creatives for the different study formats, stopping what doesn't work, and a report once a week.