Signara · Ads Program · Step 2 of 4
Create & Connect the Machinery
Ads only buy the click. What happens in the three seconds after the click decides whether you paid for a student or for nothing. This step builds the landing spot, the enquiry path, and the wiring that proves what worked.
Ad → Landing page → Form or WhatsApp → Conversation → Trial lesson → Student
Every arrow is a place where parents leak out. We tighten each one.
The landing page one page, one job: start a conversation
- Headline = outcome, not service.RO example: "Copilul tău, pregătit pentru Evaluarea Națională — cu un plan clar, nu cu panică." Not: "Ofer meditații la matematică."
- Proof above everything else.Results (score improvements, admission rates), years teaching, 3–5 short parent testimonials with first names. Parents buy trust, not pedagogy.
- One primary action, repeated.A WhatsApp button and/or a 4-field form (parent name, phone, child's grade, goal). No menu of ten options. Mobile-first — most parents will arrive from a phone.
- Price signal optional, trial lesson explicit."Prima ședință de evaluare — gratuită" (or paid assessment) is the lowest-friction yes.
The enquiry channels meet parents where they already type
WhatsApp Business
Primary channel in RO. Set business profile, greeting message, and quick replies ("program și tarife", "cum decurge evaluarea"). The click-to-WhatsApp link goes on the landing page and inside Meta ads directly.
Forms
Backup for form-fillers. Landing-page form + Meta's native lead form (instant, pre-filled). Rule: respond within 15 minutes during afternoon hours — lead value decays by the hour.
Google Business Profile
Free, and it converts. Claim it, category "Tutor", collect reviews from current parents. Search ads + a reviewed profile reinforce each other on the same results page.
Phone
Some parents just call. Put the number on the page; on Google you'll add a call asset in Step 3, so track calls as conversions too.
The measurement wiring the part almost every small advertiser skips — and pays for
- Google: conversion actions.Define "conversion" = form submit, WhatsApp click, call click. Without this, Google optimizes toward clicks, not enquiries — you'll pay for traffic that never writes to you.
- Meta: Pixel + Conversions API basics.Install the pixel on the landing page, mark the thank-you/WhatsApp click as the event. Meta's delivery is only as smart as the signal you feed it.
- GA4 on the landing page.One property, one data stream. This is your neutral referee when Google and Meta both claim credit for the same student.
- UTM discipline.Every ad link tagged: utm_source=google/meta, utm_campaign=search-evaluare … so the dashboard in Step 4 can tell channels apart.
Done when
- Landing page live, loads fast on a phone, one clear action
- WhatsApp Business configured with greeting + quick replies
- Conversions defined in Google, pixel firing on Meta (test both)
- GA4 receiving traffic; every planned link has UTMs
Signara — the wiring, done for you
Tracking is where DIY setups quietly fail — everything looks live, but the data is wrong and every later decision inherits the error. Measurement setup & verification (conversions, pixel, GA4, UTM scheme) is available as a fixed-fee service, including the dashboard you'll meet in Step 4.