Official certified partners of Google & Meta
A private full-day educational institution — a kindergarten and lyceum — came to Labgramm with the task of attracting new students through paid Google advertising, with a starting budget of about $500 a month.
The key specific of the niche: the decision to enroll is made after an in-person tour of the school, and in most cases the first contact with an interested parent happens via a phone call, not an online form. This defined the main challenge of the entire project.
When we started working together, the client had basic analytics on the website but no call tracking to record phone calls from ads separately from other sources. There was no clear KPI: the client aimed to enroll about 20 children per class or group.
The website had technical shortcomings:
- non-clickable phone numbers,
- a complicated inquiry form.
On top of that, results were affected by pronounced seasonal demand: student transfers peak in autumn and spring, with dips in July and March.
What the team did
After the audit, within a few days we launched a segmented structure of Google Ads Search campaigns: separate campaigns for “kindergarten,” “brand,” “private school” and “lyceum” in the client's city — with dedicated keywords and headlines for each line.
In parallel, we also designed a series of ad banners and went through several rounds of approval with the client: correct placement of the brand identity, colors and photos of the school's actual children.
From the first month of our collaboration, the Labgramm team persistently argued for installing call tracking. We explained that without it the ad system optimizes for a click on the phone number, not an actual call. In other words, the algorithm doesn't get the right learning signal and is effectively working blind.
In addition, we audited and prepared a strategy for Meta Ads — and launched event campaigns for an Open Day and a Summer Camp in parallel on Google and Meta.
We also introduced weekly reporting with specific metrics and regular search term cleanup — for example, excluding queries about public schools, which were irrelevant for a private institution.
The main challenge: six weeks without the right signal
Without call tracking, in a niche where most inquiries come by phone, the ad system sees a click on the number and counts it as a success — even though a click doesn't yet mean a call or a real inquiry.
The team flagged this to the client back in December 2025. But the decision to install Ringostat was delayed due to doubts about the cost of the additional service — approval took about six weeks. To speed up the decision, we temporarily reduced our own monthly fee by the cost of Ringostat.
The technical integration of call tracking with GTM, GA4 and Google Ads was completed in early February 2026. This means that for the first three months of the collaboration, campaigns ran without a proper conversion signal.
Results and conclusions
The first week with correctly working call tracking showed a cost per conversion of 923 UAH. Over the next 10 weeks, the figure stabilized in the 194–365 UAH range — a 2.5–4.7x drop.
|
Period |
Spend |
Conversions |
Cost per conversion |
CTR |
|
13.04–19.04 |
3,956 UAH |
13 |
304 UAH |
3.38% |
|
20.04–26.04 |
5,099 UAH |
14 |
365 UAH |
3.96% |
|
25.05–31.05 |
3,957 UAH |
14 |
283 UAH |
5.22% |
|
01.06–07.06 |
4,974 UAH |
21 |
237 UAH |
5.40% |
|
06.07–12.07 |
5,190 UAH |
19 |
273 UAH |
4.05% |
CTR rose from 2.93% in April to a steady 4–5.4% — a relative increase of about 40–85%. Clicks grew from 523–640 a week in April to 1,073–1,749 a week in May–June — 2–3 times more traffic for a comparable budget.
From this, we drew the following conclusions:
- Call tracking is a must in niches with offline conversions. In industries where the main conversion happens via a phone call, the lack of call tracking means the algorithm learns from the wrong signal, regardless of media buying quality. As soon as the right signal appeared, results improved many times over — and quickly.
- Being willing to stand up for a technical solution pays off. We persistently argued for call tracking for several months and even partly subsidized its cost for the client to speed up implementation. This decision turned out to be a turning point for the entire project.
- Robust processes matter more than team stability During the collaboration, the project's marketer changed three times, but this didn't lead to any loss of pace or work quality. Established processes and documentation ensured continuity even through staff changes.
