Background

MandarinStars provides specialised Chinese tuition for students in mainstream schools in Singapore who struggle with learning disabilities such as ADHD, dyslexia, or poor working memory.

The centre, founded by psychologist Frances Yeo, takes a student-centred approach, offering customised learning environments tailored to each student’s unique needs. Lessons are scaffolded into bite-sized, easy-to-grasp objectives, delivered through engaging, multi-sensory teaching methods proven to help students improve their Chinese language skills.

MandarinStars sought to increase awareness of their services and attract more relevant leads, specifically parents looking for solutions for children with learning difficulties. They also aimed to promote their newly launched website through digital ads and content that would improve their SEO rankings.

To drive lead generation and boost brand awareness for MandarinStars, Brew Interactive implemented a multi-channel digital marketing strategy, including Google Search, Performance Max (PMAX), Meta Ads, and SEO-focused content creation.

1. Google Search Campaigns

Google Search was selected as the primary channel to target parents with high intent to find Mandarin tuition services for children with learning disabilities. We created two distinct ad groups with separate keyword strategies:

• Informed Ad Group: Targeted parents who were aware of their children’s learning disabilities, using keywords related to terms like dyslexia, ADHD, and other learning challenges.
• Uninformed Ad Group: Targeted parents who searched for generic terms like Mandarin tuition but were unaware their children had underlying learning issues.

The Informed Ad Group quickly outperformed the Uninformed group in terms of cost efficiency and lead quality. By focusing on high-intent keywords, this ad group consistently generated leads at a lower cost, becoming the core driver of new business.

2. Google Performance Max (PMAX)

After four months of running successful Google Search campaigns, we introduced Performance Max to extend reach and drive more leads.

PMAX allowed us to display ads across a broader range of Google products, incorporating the visual impact of videos and images.

Video ad that the Brew team created for MandarinStars

We integrated search signals from the high-performing Informed Ad Group to maintain keyword relevance, while the visual aspect of PMAX helped convey MandarinStars’ value propositions more effectively.

Over time, PMAX became a significant source of leads, driving both volume and cost efficiency.

3. Meta Lead Generation Campaigns

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

Example of a video ad the Brew team created for MandarinStars

By targeting parents based on their online behaviours and interests, we increased awareness of MandarinStars’ specialised services. Meta offered a cost-effective channel to reach new audiences, driving significant impressions and engagement at a lower cost per lead.

4. SEO Content Creation

In addition to paid campaigns, we developed targeted SEO content to improve MandarinStars’ organic rankings. This involved creating articles focused on key topics related to learning disabilities and Mandarin tuition.

By boosting their SEO rankings, we ensured that MandarinStars could attract a steady flow of organic traffic alongside paid efforts, helping to drive long-term visibility and lead generation.

Results That Matter: Driving Efficient Lead Generation

After 11 months of running the campaign, MandarinStars saw significant growth in lead generation and awareness:

• Impressive Increase in Leads Acquired: Through targeted campaigns, we helped MandarinStars achieve a 50% increase in the number of leads attracted.
• 680,764 Impressions: The multi-channel strategy drove substantial brand visibility across Meta, Google, and PMAX campaigns.
• 11,525 Clicks: High engagement across campaigns ensured strong traffic to the MandarinStars website.
• Improved SEO Rankings: Through targeted content creation, MandarinStars improved its search engine visibility, resulting in increased organic traffic and leads.