Starting a Campaign from Scratch: How MindChamps Punggol Cut CPA by 14%

The goal was straightforward, but not that simple: generate quality leads for MindChamps Punggol Digital District, a centre that began marketing itself digitally. The account was new, and its follower base was still nowhere near that of MindChamps' main channels. We targeted Singaporean parents with children aged 18 months to 6 years who valued premium early education, running the campaign across Meta Lead Generation, Meta Website Leads, and Google Performance Max (PMax).

Client

MindChamps is a Singapore-based education group known for premium early childhood education. From infant care to preschool and enrichment programmes, they cater to children aged 2 months to 6 years. At the heart of their approach is the proprietary 3-Mind Model: Champion Mind, Learning Mind, and Creative Mind. The concept is designed to nurture well-rounded individuals. MindChamps' mission isn't just to teach children what to learn, but how to learn, and to deliver the world's best early childhood curriculum and care.

About

MindChamps Punggol Digital District had been established for years, but it wasn't until 2025 that it turned to digital advertising to grow the business. When we came on board, there was no historical ad data to work with. We were building from the ground up. Starting from scratch meant being deliberate about where we placed our bets. We chose Google and Meta, two platforms with the reach to get us in front of the right audience. Beyond simply applying what we knew about the client's persona, we used the data from early campaigns to keep refining and expanding that audience over time.

Approach & Strategy

Conducting A/B testing

Our first round of testing wasn't about ad creative, but more fundamentals: which platforms and which goals would work hardest for MindChamps Punggol. We landed on Meta and Google, drawing on our track record with other education clients. Both gave us scale and a steady flow of potential leads. From there, we went deeper. On Meta, we tested Lead Generation against Website Leads to see which converted better. On Google, we leaned on PMax to boost visibility across the Google ecosystem, backed by SEM.

Tracking the leads

Tracking the campaign properly was as important as running it. Getting accurate, granular tracking in place meant we could actually tell which campaigns were bringing in quality leads at a lower cost, rather than just guessing.

Optimizing for better results

We kept a close eye on performance throughout the partnership, optimizing regularly rather than waiting for a quarterly review. The insights from our A/B tests fed directly back into the campaigns, helping us shift budget and targeting toward what was actually working, and making every dollar go further.

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Results

The partnership delivered strong, measurable results:

14% lower cost per acquisition in total CPA
Identified the best-performing campaign goals, driving a lower Cost Per Lead

Conclusion

This partnership shows what's possible when you build a digital campaign from the ground up, backed by real experience in the education space, especially in the premium segment. Results will always vary from business to business, but working with MindChamps Punggol gave us some valuable takeaways on what actually moves the needle for education campaigns and the parents they're trying to reach.

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