All RightLooking beyond the free trial sign-up
All Right teaches children English through one-to-one online lessons. In Google Ads and Meta Ads, we look beyond the number of free trials and focus on the families who see value in the first lesson and choose to continue.
Brand context and starting point
All Right is an international online English school for children, offering one-to-one lessons with certified teachers, conversation clubs and themed courses. Families begin with a free trial before choosing a subscription. A trial booking is therefore only the first step; the meaningful result is a family that wants to keep learning.
Engagement priorities
- Acquire families genuinely interested in regular lessons, not sign-ups that never return.
- Use Google to reach parents already looking for lessons and Meta to introduce the school earlier.
- Adapt budget and messaging separately for EU and US markets.
- Refresh advertising before parents stop noticing it.
- Plan around a calendar driven by the school year rather than by generic retail seasonality.
The business challenge
The parent chooses and pays for the school, but the child has to enjoy the teacher and the lesson enough to come back. Advertising therefore needs to reassure the adult while showing an experience that feels engaging for the learner. The second challenge is the free trial itself. It is easy to generate many bookings that look good in an ad platform but never turn into subscriptions. That is why the campaigns cannot be judged on form cost alone.
How we set up the work so results repeat.
Google reaches parents who are already comparing English lessons. Meta can introduce the teachers and learning experience before that search begins. Each channel is measured according to the role it plays.
We do not stop at the submitted form. We look at which campaigns bring families who attend the lesson and then move into paid learning.
Parents read price differently, competitors change and the school calendar does not align perfectly. Separate campaigns make the real performance of each market easier to see.
We test confidence in speaking, teacher quality, flexible schedules and lessons built around the child’s interests. This shows us what reassures parents, not merely which format collected the most clicks.
Important decisions tend to happen before the school year, after New Year and ahead of the holidays. Budgets and new creative are prepared before those moments arrive.
From strategy to ad accounts and creative.
Structure with clear roles
Each campaign type had a clear role in the funnel and its own way of being judged.
Parents already searching
Defending the name
Creating consideration
Themed course angles
Started but did not book
Messaging angles
This wasn't about polishing single lines. Each angle had to spark the right image of the brand, reinforce positioning, or help the buyer move to a decision.
Present at the moment the parent starts looking
Google answers a parent’s active search for lessons.
Protecting the name a parent already heard
Brand demand generated elsewhere was defended rather than left to competitors bidding on the name.
The moment the child actually speaks
The strongest direction speaks to the parent about the outcome while showing the child’s experience.
Who is on the other side of the screen
An angle aimed squarely at the trust objection, which price arguments never address.
A lesson built around what the child already loves
Connects the parent’s goal with the child’s motivation — the two halves of the same decision.
Outcomes that mattered to the business.
Commercial figures remain confidential. The key change is that campaigns are no longer judged on free-trial volume alone. Google and Meta have clear roles, each market is reviewed separately and advertising performance is connected with the family’s next decision.
- Google and Meta are assessed according to when they reach the parent.
- Campaign decisions use the quality of families moving into paid learning, not just trial volume.
- EU and US markets have separate budgets, creative and reporting.
- Creative testing reflects different parent motivations and the key moments of the school year.
It is easy to buy a large number of low-cost free trials and call the campaign a success. All Right only creates value when a family decides to stay. That is why we look past the booking form and pay attention to which campaigns bring parents who are genuinely interested in their child’s learning.”
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