Increasing Over 25% Quality Leads on Google and Meta

The main goal of the campaign was to increase leads through assessment sign-ups. After completing the assessment, interested participants could then enrol in the relevant programme. Besides generating leads, our goal was also to identify the right audience profiles with a high potential to convert into students. To achieve this, we researched the audience profile and continuously refined our targeting to improve lead quality. The transparent collaboration between Dare to Speak Academy and KPI Media also allowed both teams to evaluate the strategy based on actual conversion rates and audience responses.

Client

Founded by educator Susila Krishnasamy, Dare to Speak Academy is a Singapore-based institution that specialises in communication and public speaking training. With over 40 years of experience, Susila has helped individuals from various sectors, including government ministries and multinational corporations, build the confidence to communicate effectively. The academy provides structured communication and public speaking programmes for children aged 8–16 and adults. Through real-world practice, interactive learning, and personalised feedback, Dare to Speak Academy aims to help individuals overcome hesitation, communicate with confidence, and express themselves naturally in different situations.

About

Dare to Speak Academy is a relatively new brand in the highly competitive education landscape. Customers need time to become familiar with a new service and, more importantly, build trust in the brand. While the founder already has an established reputation in public speaking, the brand's online presence still needed to be strengthened. We worked closely with Dare to Speak Academy to develop engaging ads across Google and Meta, helping the brand reach and connect with the right audiences.

Our Approach & Strategy

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Designing a Funnel Marketing Journey

Each platform has its own audience behaviour, so we customised the funnel based on how users interact with Google and Meta. From keyword intent on Google to creatives and ad copy on Meta, every element was thoughtfully tailored to match each stage of the customer journey.

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Engaging Ads for Upper Funnel

As the first touchpoint with our audience, we worked with our client to create a quiz that also helped filter and identify high-intent audiences. Besides the quiz, we also promoted the brand's webinars to increase awareness and introduce Dare to Speak Academy to potential customers.

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Accurate, End-to-End Tracking

As our campaign strategy was funnel-based, we needed accurate tracking to understand how audiences responded at each stage. This allowed us to identify which parts of the funnel needed more attention and make data-driven adjustments to our strategy.

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Results

Within three months, we increased the conversion rate on each platform and achieved a strong proportion of quality leads.

27% quality leads on Meta from all collected leads
25% quality leads on Google

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Conclusion

The partnership shows how KPI Media took a hands-on approach to the collaboration, providing insights on how to create engaging brand awareness campaigns for each stage of the funnel.

These insights were based on our previous experience working with education brands, combined with a personalised approach tailored to Dare to Speak Academy's unique selling points. By combining the right audience strategy, engaging creatives, and accurate tracking, we were able to improve lead quality and help the brand connect with more high-intent audiences.

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