Signara · Ads Program · Step 4 of 4

Launch & Monitor

Launching is the easy click. The discipline is in the two weeks after: not touching what needs time, and not ignoring what needs fixing. Five minutes a week on the right numbers beats an hour a day on the wrong ones.

Pre-launch check ten minutes that save a month

Click your own ads' paths end to end.Landing page on a phone → WhatsApp button → does the message arrive? Form → does the notification reach you? A broken step here means paying for leads you never see.
Verify conversions fire.Google Tag Assistant / Meta test events. "It's probably tracking" is how budgets die quietly.
Confirm daily budgets and end dates.Both platforms default to "run forever". Set a calendar reminder for the 4-week review before you launch, not after.

The numbers that matter ignore everything else, especially "impressions"

Metric	What it tells you
Cost per enquiry G M	Total spend ÷ conversations started. The only number that matters weekly. Judge it against what a student is worth: monthly fee × months they typically stay.
Enquiry → trial → student rate	Happens in WhatsApp, not in the ad platform — track it in a simple sheet. If enquiries come but don't convert, the ads are fine and the follow-up isn't.
Search terms report G	What people actually typed. Weekly 5-minute read; move irrelevant terms to negatives. This is where Google budgets leak.
Frequency M	Above ~3–4, the same people keep seeing the same ad — refresh the creative or tighten the budget.
CTR / CPC	Diagnostics only. Bad CTR = message problem. Fine CTR + no enquiries = landing page problem. They locate the leak; they are not the goal.

Days 1–3

Look, don't touch. Confirm delivery, spend, and that test enquiries arrive. No settings changes — both platforms are in learning mode.

Weekly · 5 min

Dashboard + search terms. Cost per enquiry, new negatives, reply-time check. One change per week maximum, and note what you changed.

Week 4 · 30 min

Verdict per channel. Cost per student vs student value. Keep, fix, or kill — with numbers, not impressions of impressions.

The discipline rules Never judge a campaign in its first week. Never change two things at once — you won't know which one worked. Never scale budget more than ~20% at a time. And when a campaign works, the boring move — leaving it alone — is usually the right one.

Your dashboard one page, both channels, plain language

Spend, enquiries, and cost per enquiry — per channel, this week vs last.Built in Looker Studio on top of the GA4 + platform data from Step 2. Free, auto-updating, readable on a phone. This replaces logging into two ad platforms and decoding their dashboards.

Signara service — monthly review

Most people don't need an agency — they need the dashboard installed and a monthly 30-minute review: I read the numbers, you keep teaching. Available as a light monthly retainer, cancel anytime. And when campaigns are stable and you want the next channel (GBP reviews engine, seasonal September push, referral system), that's the growth session. Both are open for booking.

Book the monthly review →