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 parents 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 — after the launch

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.