← All work · Case 02

English 1 Makassar

A language school filling classes from walk-ins and referrals, with paid social running but no line between spend and enrolment.

Role: Digital Marketing Strategist Period: Oct 2024–Oct 2025 Channels: Meta · TikTok · Salesforce Media budget: Rp6–10M/month (≈USD 370–610)

12 mo

Continuous ownership, Meta and TikTok

+51%

First-time appointments YoY · CRM-verified

+4%

Enrolments YoY · the outcome that pays

What I decided

Stop optimising for lead volume and start optimising for valid leads. Tighter targeting on Meta and TikTok around the segments that actually booked, A/B testing creative against relevance rather than reach, and monthly analysis that moved budget off the ad sets producing cheap but unqualified leads.

The reason that was possible: leads were tracked through to appointment and enrolment in Salesforce, so I could optimise against a CRM outcome rather than a platform conversion. Most accounts this size never close that loop, and it's the only reason the lead-quality argument had evidence behind it.

Leading indicator vs the outcome

+51% first-time appointments

The leading indicator I could actually move with media.

+30% qualified opportunities

Lead quality, not lead volume.

+4% enrolments

The business outcome. Sales, pricing and capacity sit between my work and this number, which is why it moved less. It's also why I'd rather show it than hide it.

Content also grew: +129% views, +27% reach, +161% engagement over four months. Useful for creative decisions, not evidence of revenue.