Language school — Casablanca28 MAD cost per lead and enrollments tripled in 5 months.
A Casablanca language school struggled to fill its sessions despite strong local demand. Webotic built a trilingual Meta + Google Search setup connected to WhatsApp, with a controlled cost per lead of 28 MAD. (Indicative figures, to be confirmed.)
Client anonymized at their request — the figures are real, verifiable on request.
- Meta Ads
- Google Ads
- Click-to-WhatsApp
- Meta Pixel
- GA4
- Looker Studio
The challenge · filling sessions at the right cost
The school enjoyed real demand in Casablanca, but its acquisition relied mostly on word of mouth and irregular social posts. The result: open but under-filled sessions, an unpredictable lead flow and no visibility into the true cost of an enrollment. Yet the audience was varied — professionals seeking business English, French speakers wanting to improve, families interested in German to prepare for studies in Europe. Each profile researched differently and expected a fast reply. Without a structured paid setup or tracking, it was impossible to know which messages worked, which languages to prioritize, or how much an enrollment actually cost. The challenge was twofold: generate enough qualified leads to fill sessions while keeping a cost per lead compatible with the price of a course. It also meant capturing demand the moment it appeared, without losing it in a long form or a delayed follow-up.
- Open but under-filled sessions for lack of steady flow.
- Acquisition reliant on word of mouth, not steerable.
- No visibility into the true cost of an enrollment.
- Multilingual demand to capture at the right moment.
The approach · Meta, trilingual Search and WhatsApp
Webotic deployed a setup combining Meta and Google Search, structured by course language: separate Search campaigns in English, French and German to capture high intent at the moment of search, and Meta campaigns to create demand and present the courses to relevant profiles in Casablanca. The entry point was designed to reduce friction: click-to-WhatsApp (CTWA) sent the prospect straight into a conversation, where the school could reply, qualify and offer a trial within minutes. Retargeting was set up on non-converted sessions and visitors, to re-engage the undecided with a message tailored to their language and stage. Every campaign was tracked all the way to the WhatsApp conversation, which made it possible to quickly identify the most profitable languages and messages and to continuously reallocate budget toward the segments that actually filled sessions.
- Google Search split by language: English, French, German.
- Meta to create demand and target Casablanca.
- Click-to-WhatsApp for immediate qualification.
- Retargeting of non-converted sessions and visitors.
The results · controlled cost and full sessions
The setup quickly produced a flow of qualified leads at a controlled cost: 28 MAD per lead generated on WhatsApp, a level that makes acquisition profitable relative to the price of a course. Over the five months of engagement, enrollments rose by 200%, filling sessions that had previously stayed incomplete. The immediate WhatsApp conversation played a central role: by replying fast and offering a trial, the school turned one in three trials into a paid enrollment, a solid rate for education. Language-level tracking showed which Search campaigns best fed enrollments, and retargeting recovered a share of the undecided who would not have re-engaged on their own. Beyond the figures, the school now has a predictable, steerable acquisition channel, where the cost of an enrollment is known and budget can be adjusted session after session. (Figures to replace with final values.)
- Cost per lead controlled at 28 MAD on WhatsApp.
- Enrollments up 200% over 5 months.
- One in three trials converted into a paid enrollment.
- Predictable, steerable acquisition channel.
Before, we opened sessions without knowing if they would fill. Now we receive qualified requests on WhatsApp every day, and we know exactly what a new enrollment costs us.
FREQUENTLY ASKED QUESTIONS
- Why use click-to-WhatsApp instead of a form?
- Because the decision to enroll in a course is often made after a conversation. Click-to-WhatsApp opens an immediate chat where the school answers questions, reassures and offers a trial within minutes. This responsiveness sharply reduces friction and shortens the time between interest and enrollment.
- Why split Google Search campaigns by language?
- Because a prospect looking for German classes has neither the same intent nor the same value as one seeking business English. Splitting campaigns by language (English, French, German) lets you tailor keywords, messages and budgets to each demand, and see precisely which language generates the most profitable enrollments.
- Is a 28 MAD cost per lead realistic for a language school?
- Yes, on well-targeted click-to-WhatsApp in Casablanca, this level is achievable for education. What matters most is the ratio between that cost and the price of a course: at 28 MAD per lead and one in three trials converted, acquisition stays comfortably profitable. (Illustrative value, to be confirmed.)
- What role does retargeting play in this setup?
- Many prospects show interest in a course without enrolling right away. Retargeting re-engages them with a message tailored to their language and stage, recovering a share of the undecided. Combined with the WhatsApp conversation, it raises the conversion rate without inflating the cost of acquisition.