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How We Drove 41% Lower Cost Per Lead for a Singapore Tuition Centre
Consistent daily parent enquiries. 41% lower cost per lead. How a Singapore tuition centre turned ad budget into a steady pipeline of sign-ups.
Lower cost per lead
More monthly enquiries
Qualified parent leads
The Client
A tuition centre struggling to fill new-term seats
Our client runs a multi-subject tuition centre in Singapore serving primary and secondary students. They had great results and word-of-mouth, but filling seats each new term meant scrambling — their ad campaigns produced sporadic, expensive enquiries. For a tuition centre, enrolment is intensely seasonal — demand spikes in the weeks before each new term and around exam periods, then quietens. That rhythm made the centre’s reliance on word-of-mouth and ad-hoc advertising risky: a slow intake at the start of a term is hard to recover, because parents who do not enrol then have usually committed elsewhere. The campaigns it was running produced enquiries, but they were sporadic and expensive, and tended to arrive when budget happened to be switched on rather than when parents were actively searching. What the owner needed was a dependable, always-on system that captured demand at the exact moment parents were looking — and then made sure not a single enquiry was lost to slow follow-up. Above all, the centre wanted to stop treating each term’s intake as a gamble and start treating it as something it could forecast and control.
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Multi-subject tuition centre — primary & secondary students.
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Strong academic results and word-of-mouth referrals.
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New-term enrolment dependent on unpredictable ad bursts.
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Cost per enquiry too high to scale profitably.
The Challenge
Expensive, inconsistent enquiries
Three issues made the centre’s lead flow unpredictable and costly.
Problem 01
Broad, untargeted campaigns
Ads targeted generic ‘tuition’ terms, attracting price-shoppers and out-of-area parents who rarely enrolled.
Problem 02
Weak landing experience
Enquiries were sent to a cluttered homepage with no clear next step, so interested parents dropped off.
Problem 03
No follow-up system
Leads weren’t captured or nurtured, so enquiries that didn’t convert immediately were simply lost.
Our Strategy
A targeted, always-on lead engine
We rebuilt the funnel end-to-end so the right parents found the centre, enquired, and were followed up consistently. So we rebuilt the whole funnel rather than just the ads — because a steady flow of sign-ups depends as much on what happens after the click as before it. On the acquisition side, we restructured the campaigns around subject- and level-specific keywords — the precise terms parents use when they are ready to enrol, rather than generic tuition searches — paired with tight location targeting so spend focused only on families within realistic reach of the centre. Then we closed the gap that was quietly wasting much of that spend: instant lead capture so enquiries were logged the moment a parent reached out, and an automated follow-up sequence so every one received a fast, consistent response instead of waiting on a staff member who might be mid-class. The combination turned advertising from a leaky tap into a reliable pipeline: cost per lead fell 41%, enquiries rose 2.3 times, and — crucially for a seasonal business — they became consistent and daily rather than spiking and vanishing. The centre could finally plan each term’s intake with confidence instead of scrambling to fill seats at the last minute.
Intent-focused campaigns
Restructured campaigns around subject- and level-specific keywords and tight location targeting to reach parents ready to enrol. We also aligned the ad messaging and landing experience to each subject and level, so a parent searching for help in a specific subject landed on a page that spoke directly to that need — lifting the conversion rate on traffic the centre was already paying for.
Dedicated enquiry pages
Built focused landing pages for each programme with clear outcomes, trust signals and a simple enquiry form.
Lead capture & follow-up
Added instant lead capture and an automated follow-up sequence so no enquiry slipped through the cracks. For a related example, see our lead generation case study.
The Results
Measurable outcomes that changed the business
The centre went from feast-or-famine enquiries to a steady daily flow of qualified parent leads — at a far lower cost.
Lower cost per lead through tighter targeting and better landing pages.
More monthly enquiries from parents actively looking to enrol.
Consistent qualified enquiries, replacing unpredictable ad bursts.
Principal · Tuition Centre, Singapore
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