Campaigns are decided on paper, then typed into the platform. If you design inside the UI, the UI designs for you — and the UI works for Google and Meta. Fill the worksheet first; entering it takes twenty minutes.
| Setting | What to input |
|---|---|
| Campaign type | Search only. Untick "Display Network" and "Search partners" — both dilute a small budget. |
| Location | Your city + radius where students actually come from. "Presence" (people IN the location), not "interest". |
| Bidding | Start "Maximize clicks" with a CPC cap; switch to "Maximize conversions" after ~15–20 tracked conversions. |
| Budget | Small is fine if targeting is tight — set what you can spend for 4 weeks without checking daily. Consistency beats size. |
| Keywords | Phrase + exact match only. Group by theme: "meditații matematică [oraș]" · "pregătire evaluare națională matematică" · "pregătire bac matematică" · "profesor matematică online" |
| Negatives | From day one: gratis, free, culegere, rezolvări, exerciții rezolvate, job, angajare — students looking for answers and people looking for work will otherwise eat the budget. |
| Assets | Call asset (your number), location, sitelinks (Despre · Rezultate · Contact). |
| Setting | What to input |
|---|---|
| Objective | Leads → instant form, or Engagement → WhatsApp. WhatsApp variant fits RO parent behavior best. |
| Audience | City + radius, age ~33–52 (parents of grades 5–12). Skip interest-stacking — small geo + broad lets Meta's delivery learn. Advantage+ audience off at this budget. |
| Placements | Facebook + Instagram feeds and Stories. Untick Audience Network. |
| Budget | Daily budget at campaign level; leave it stable ≥7 days — every edit restarts Meta's learning phase. |
| Creative | You, on camera or in a real photo — teachers outperform stock images. 3 variants: testimonial quote · "how the evaluation works" · results numbers. Video > image if she's willing. |
| Form/CTA | If instant form: 4 fields max + one qualifying question ("Clasa copilului?"). CTA: "Trimite mesaj" / "Sign up". |
Everything on this page exists as a fill-in worksheet: keyword lists, negative lists, ad copy formulas, campaign settings checklists. It ships as part of the Ads Starter Kit for solo educators — and if you'd rather have the campaigns built with you in one session, that's the fixed-fee setup package.