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Pay for qualified parents, not phone numbers
Adtek generates admissions leads for international and bilingual schools, from preschool to K-12, measured in the school's own CRM. The KPI is cost per qualified lead (CPQL) confirmed by your admissions team, not the lead count shown by ad platforms.
Request a free admissions data review
Adtek reads last season's lead data in your CRM and ad accounts, then shows where qualified parents are being lost. It takes one to two weeks.
- Qualified-lead rate by source, channel and ad format
- Lead response time and reasons leads are closed
- Spend that brought in no parents
- Add your school name, grades and yearly lead volume in the message box
Schools pay for leads, yet admissions teams still lack parents to talk to
of leads became qualified leads (QL). Out of 10 leads, fewer than 2 parents qualified for an admissions conversation.
QL rate for leads handled within 24 hours versus later, while 70% of leads were updated after 24 hours. Calling early lifts the QL rate by about 60%.
of impressions came from Reach, Engagement and Traffic campaigns that produced almost no leads. More than half of all impressions brought in no parents.
QL rate for lead forms versus Messenger at preschool level. For the same grade, changing the format can change the QL rate several times over.
of "unreachable" leads were closed after two calls or fewer. Old leads are an untapped source of qualified leads.
of Google Search capacity was already in use. Search delivers the lowest CPQL but has a ceiling; budget beyond it belongs in other channels.
Buy qualified parents, not leads
Eight principles applied from planning through to the moment admissions calls a parent.
The KPI is cost per qualified lead
Qualified leads are counted by their status in the school's CRM, not by cost per lead in the ad platform.
Get a proposalRead the CRM before planning
Every lead from last season is traced by source, channel, format and close reason. Any agency assumption is flagged separately.
Get a proposalScreen at the top of the funnel
Forms ask the child's age and where the family lives, verify phone numbers and target lookalikes of parents who qualified or enrolled.
Get a proposalA closed data loop
Leads flow straight into the school's CRM; qualified-lead status is sent back to Meta (Conversions API) and Google (offline conversions) so algorithms learn from real parents.
Get a proposalA 4-stage funnel mapped to school choice
Awareness, Interest, Consideration, Decision. Each stage has its own questions, content and formats, timed to admissions, scholarships and Tet.
Get a proposalExtra budget has to prove itself
Marginal cost is modelled for every increase: Search stops at its demand ceiling, Meta accounts for frequency and audience overlap.
Get a proposalOperational levers with admissions
Lead response times, reactivating old leads, referrals from current parents and preschool-to-K-12 progression. More qualified leads without more ad spend.
Get a proposalA dedicated team, transparent reporting
A dedicated project team, weekend support, a dashboard from impression to enrollment and regular reports to the board.
Get a proposalEach grade level, a different parent
Forms, messages, channels and budget timing are planned separately for each level.
Choosing daily care for a young child
Parents look for a school when their child reaches school age or the family moves, and often message the school before leaving a phone number.
What parents care about
- Safety and day-to-day care
- An English-speaking environment
- Nutrition and school meals
- Quick answers on Messenger and Zalo
Planning the long road ahead
Parents compare curricula and multi-year pathways; decisions cluster before the new school year and the scholarship season.
What parents care about
- University pathway and curriculum
- The school's long-term stability
- Scholarships and admission dates
- Progression between levels in the same group
Measure on real data first, agree on KPIs after
Data review
Read last season's CRM and ad accounts, find where qualified leads are lost and agree with admissions how to count them. One to two weeks.
Planning and measurement
A funnel-based media plan, budget scenarios and a CPQL KPI per school. Screening forms, CRM connection, qualified-lead signals to platforms and a dashboard.
Learning phase: first 3 months
Measure real performance on the school's data and refine assumptions and budget allocation before both sides set KPIs for the peak months.
Running against KPIs
A CPQL KPI per review period, checked against qualified leads in the school's CRM. Weekly response-time reports and lead nurturing by CRM status.
Adtek's clients
Brands across industries that have worked with Adtek, from education and real estate to e-commerce, finance and retail.
Questions schools often ask
How is a qualified lead different from a lead?
A lead is a parent who leaves their details. A qualified lead is one your admissions team has confirmed against the school's own criteria: a child of the right age, a real need this season and a reachable contact. Adtek's KPI is based on qualified leads. The full method is in our article on international school enrollment marketing.
Who confirms a qualified lead?
Your admissions team, in your CRM. The agency does not grade its own results.
What if our CRM data is not clean?
The first step is a data review and an agreed rule for counting qualified leads. Without a shared rule, no KPI is set.
What does the school need to prepare?
Access to last season's CRM data, an admissions contact, a commitment on lead response times and lead status updates in the CRM.
Why are KPIs not set in the first 3 months?
To measure real performance on the school's data before both sides agree on KPIs for the peak admissions months.
Do preschools and K-12 schools use the same plan?
No. Each level has its own season, parent concerns and qualification rates, so forms, messages, channels and budget timing are planned separately for each.
Get ready for the 2027-2028 admissions season
Add your school name, the grades you are enrolling and your yearly lead volume in the message. Adtek will schedule a CRM data review with your admissions team.
Call +84 9323 494 34