6.3 ROAS from Meta Ads: French Language School’s Success Story
Client Details
Project type:
| Industry | Language education. |
| Product | French language courses. |
| Audience | People living in Kanagawa Prefecture in Japan who are interested in studying French. |
| Objective | Increase trial lesson signups with Meta ads lead generation. |
What We Achieved
Project Details
Soleil Provence is a French language school located in Kugenuma, Kanagawa Prefecture. Since its establishment in 2004, Soleil Provence has been providing French lessons tailored to various personalities and learning styles. Students choose Soleil Provence for the opportunity to study with experienced native French teachers while enjoying the ambiance of Southern France.
The Challenges
Before reaching out to us, our client was struggling with recruiting students for their trial lessons. They had tried advertising with Meta through boosted posts but did not achieve the desired results. Now, they wanted to experiment with Meta advertising on a larger scale but lacked the technical skills and creative expertise to produce, launch, and optimize the ads.
Understanding the assignment, we partnered with Soleil Provence to launch a lead generation campaign on Meta, focusing on increasing sign-ups for the trial lessons.
The Humble Path To Achievement
Optimizing the landing page experience for maximum conversions
Before running any ads, we audited the whole website, especially the trial lesson registration page where the signup takes place. Through this audit, we were able to identify some areas for improvement on the existing page:
- Lack of clear presentation of benefits: The page did not communicate all the benefits of the trial lesson, such as the free trial, 1:1 personal approach, 20% discount after attending the trial lesson, and the cultural and social element of the lesson.
- Absence of social proof: There is no social proof, such as testimonials or reviews from satisfied students, which could enhance credibility and attractiveness.
- Opportunity for additional values: The offer could be bolstered with additional values, such as a gift (e.g., flashcards or learning materials).
- Alignment with seasonal themes: The page could benefit from having seasonal themes such as a spring campaign, or summer study campaign.
- Mistakes in localization: Some Japanese sentences did not sound natural or appealing to Japanese customers.
Based on this analysis, we made recommendations for the page layout and copywriting to optimize the page for better conversion.
We polled over 200 businesses and only 3.1% of those coming into the Japan market are actually at or above their global performance. Why? A lot of them underestimated the importance of localization and conversion rate optimization.
Creating the ad account and launching a lead generation campaign on Meta
At that time, our client did not have a Meta ad account, so we assisted them in setting one up and properly configuring the pixel to ensure all conversions were tracked, allowing Meta to learn and optimize results.
To maximize the budget and achieve quick results, we focused on a single lead generation campaign. This campaign targeted individuals interested in learning French and living within a one-hour commute of Soleil Provence school.
Some selected interests included:
- French language
- French literature
- French culture
By narrowing our target audience and providing Meta with a clear focus, we began seeing results immediately after launching the ads.
Avoid the hassle of setting up a new ad account
Split-testing with various creatives
We utilized all available images and conducted split tests to gather valuable insights for the client. Some of our creative tests included:
- Static images vs. animated images
- Images featuring the classroom/scenery vs. images featuring the teachers
Through these tests, we found that animated images showcasing teachers, students, and class activities generally yielded better results. Additionally, we provided the client with tips for producing effective short-form video content.
Creating strong messages that prompt actions
Our copywriting process always starts with defining the target persona, considering factors like age, gender, income level, interests, and media preferences. Then we identify the psychological aspects relevant to the persona and apply the appropriate copywriting techniques such as AIDA, PAS, FAB, using social proof, and more!
For Soleil Provence, we leveraged a 20% discount offer, available after attending a trial lesson, as the key hook in our ad copies. In one ad, we emphasized the urgency of signing up for the trial lesson immediately to receive this discount. The caption read: ＼枠が埋まり次第終了！今、無料体験レッスンにお申し込みいただくと特別割引が適用に／ (EN: Ends as soon as the quota is filled! Apply for a free trial lesson now and get a special discount). We also incorporated this sense of urgency into the ad’s creative annotations.
This single ad accounted for 62.5% of the total number of leads generated.
The Results
After three weeks of running the ads, we successfully generated multiple leads for the client, achieving an estimated ROAS of 6.3 based on average lead lifetime value. Additionally, the cost per click showed a significant downward trend, decreasing by 43.9% after just one week.
We showed to our client that, even with a limited budget and creative resources, it is possible to achieve outstanding results through effective targeting and a strategic approach to creative content.
Before You Go, We’ve Got Some Ideas For Your PPC Campaigns
Here are a couple of quick discoveries we’ve pulled from the data of our latest PPC projects. Why? To help you make the changes you need to gain traction in the Japanese market! As an agency, we are always digging deeper and searching for those little yet significant tweaks that will push our clients to the next level of success.
