Background

I Can Read is a global leader in English tuition, founded in 2000 to help children with dyslexia overcome reading challenges. Over the years, the organisation has expanded its unique methodology to cater to children of all abilities.

With over 300,000 success stories across 160 centres in 14 markets, I Can Read offers programmes for children aged 2.5 to 11 years, covering early learning through its N1 classes and extending to advanced skills in its ICR Academy programmes.

To address these challenges, Brew Interactive completely restructured I Can Read’s digital advertising strategy, ensuring greater efficiency, lower CPL, and sustained performance.

1. Implementing Evergreen Campaigns

We built Evergreen campaigns on both Google and Meta, ensuring continuous performance without constant resets.

Google

We separated evergreen campaigns from branded campaigns, allowing Google Ads to focus on high-performing keywords for consistent lead generation. To maximise efficiency, we dedicated significant effort to identifying and tracking high-performing keywords with the highest conversion rates. By continuously analysing performance data, we ensured that the campaigns prioritised terms that drove the most relevant traffic to I Can Read’s website.

This approach was highly beneficial for I Can Read, as it allowed us to target users with higher intent, such as parents actively searching for English tuition services for their children.

By focusing on these keywords, we reduced wasted ad spend on low-performing terms, improved overall Cost Per Lead (CPL), and ensured that the leads generated were more likely to convert into enrolments.

Meta

An evergreen campaign ensured that learnings from ad performance were retained and leveraged over time, creating a more stable and cost-efficient lead pipeline.

Unlike short-term or frequently reset campaigns, evergreen campaigns allowed us to build on historical data, continuously refining audience targeting, creative messaging, and keyword strategies.

Maintaining a steady lead pipeline, minimises fluctuations in performance and ensures a continuous flow of quality leads. This approach was particularly advantageous for I Can Read, as it provided a consistent framework for optimising performance without losing valuable insights gathered over time.

Organic traffic to I Can Read’s website – note the steady increase in traffic

2. Streamlining Tactical Campaigns

We reorganised I Can Read’s “Open House” and “RoadShow” campaigns by creating sub-campaigns within their existing campaign structures, rather than starting entirely new campaigns each time.

Videos that we created for use in I Can Read’s campaigns for mobile and desktop audiences

This allowed us to keep valuable performance data from past campaigns, ensuring that each new phase benefited from the insights and learnings already collected. By building on these successes, we were able to improve performance, reduce inefficiencies, and drive even better results over time.

3. Strategic Budget Allocation

To complement Google’s efforts, we launched a Meta Lead Generation Campaign using MandarinStars’ video content.

We carefully optimised the budget allocation between Google and Meta, ensuring that both platforms worked synergistically to achieve I Can Read’s objectives.

On Google, we dedicated a sufficient portion of the budget to focus on high-performing keyword clusters, ensuring strong search visibility and a steady stream of high-intent leads.

Meanwhile, on Meta, we allocated resources to achieve broad reach, building brand awareness while also generating independent leads through targeted audience segmentation.

This balanced approach enables us to reach users at different stages of their decision-making journey. By maintaining high search visibility on Google and expanding brand recognition on Meta, we created a holistic digital strategy that ensured efficient use of resources, improved campaign performance, and delivered quality leads for I Can Read.

4. SEO Content Creation

To ensure the campaigns resonated with I Can Read’s target audience, we developed ads featuring eye-catching visuals and engaging copy that highlighted the brand’s unique value propositions. Each creative was carefully tailored to capture the attention of parents seeking quality English tuition for their children, while maintaining alignment with I Can Read’s brand identity.

• Striking Visuals: We used vibrant, family-friendly imagery that showcased happy, confident children engaged in learning, appealing directly to parents’ aspirations for their children’s educational growth.
• Compelling Copy: The ad copy was designed to communicate clear and concise messaging, emphasising the benefits of I Can Read’s programmes.

Visuals that the Brew team created for I Can Read’s ad campaigns

By combining engaging visuals with concise and persuasive messaging, we created ads that not only stood out but also drove strong click-through and conversion rates. This creative approach played a key role in ensuring optimal campaign performance across platforms./p>

Results That Matter

Brew’s strategic approach delivered exceptional results for I Can Read, exceeding client expectations and driving impactful campaign performance:

• 74% increase in Click-Through Rates (CTR): Our optimised campaigns captured audience attention, leading to a significant boost in engagement.
• 37% reduction in Cost-Per-Click (CPC): Improved ad efficiency ensured better cost management while maintaining high-quality traffic.
• 134% increase in organic traffic to I Can Read’s landing page, enhancing visibility and engagement beyond paid campaigns.
• Attracted over 6 million impressions, significantly raising brand awareness among the target audience.
• Reduced Cost Per Lead (CPL) significantly, far surpassing client expectations and delivering exceptional cost efficiency.