Lead quality
All RightWhat matters is the family choosing to keep learning.
All Right campaigns look beyond booking cost: trial attendance, the child’s experience and the parent’s subscription decision all matter.
Education · EU / USA
Illustrative image
At the heart of the project
Booking → attendance → subscription
Engagement scope
Google AdsMeta AdsStarting point
The goal first. Then the right system.
The parent’s perspective and the child’s experience meet in the decision to continue learning.
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.
- Business objective
- Acquire families interested in regular learning, looking beyond trial booking volume.
- What indicates progress
- Bookings; trial attendance; subscription progression. Regular learning is an objective, rather than a published retention result.
Inside the Decision
The form starts the journey. Value emerges further along.
The challenge that shaped the direction
The parent decides and pays, while the child experiences the lesson. A cheap form submission may not lead to paid learning.
Our decision
Distinguish the stages after booking and the roles of Google and Meta, with separate evaluation for EU and US markets.
From trial to learning
From strategy to action
A direction matters when it shapes the daily work.
Two contact moments
Google addressed active lesson searches; Meta presented the learning experience earlier in the decision.
Quality beyond the form
Analysis considered families who attended the trial and chose learning. That broader perspective supports evaluating acquisition quality as well as booking volume.
Parent, child and calendar
Messaging considered parental trust, the child’s experience and the school calendar. The EU includes different markets requiring local context.
Engagement outcome
An outcome backed by the work.
Booking → attendance → subscription
An evaluation model extending beyond booking cost.
Distinct channel roles and parent and child perspectives.
Your next step
Start with the leads that matter.
Tell us where you want to go. In a 30-minute conversation, we will connect your goal with the growth constraint and a scope of work that makes sense for your business.
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Rafal ChojnackiCEO & Growth Strategist
