Fragmented paid channels
Meta, Google, and TikTok were managed in isolation — separate audiences, separate creative, separate reporting — making it impossible to see the true blended cost per qualified lead.
How WellsGroup unified Meta, Google, and TikTok into one measurable lead engine for a 24-branch education brand.
-62%
Cost per qualified lead
+340%
Trial class bookings
3
Ad channels unified (Meta · Google · TikTok)
24+
Branches routed automatically
eBright Public Speaking
eBright is one of Malaysia's most prominent public speaking centres for children, with more than 4,400 active students attending weekly classes across 24+ branches in Klang Valley — plus a national online programme. Since 2016, eBright has trained nearly 20,000 young Malaysians in the art of public speaking, making it one of the very few Malaysian centres approved by Trinity College London (UK) to run internationally recognized communication skills assessments.
The business operates a high-trust, high-consideration purchase model: parents researching enrichment classes for their children, comparing options, and ultimately booking a trial class before committing to weekly enrolment. With 24+ physical locations plus online classes, the operational challenge is not just generating leads — it's generating the right leads, for the right branch, at a cost that allows the business to scale efficiently.
To grow trial class volume without inflating cost-per-lead — and to do it across Meta, Google, and TikTok simultaneously — eBright needed more than a media-buying agency. They needed a unified marketing operations platform connecting paid acquisition, lead routing, and parent follow-up into a single measurable engine. WellsGroup was engaged to design, build, and operate that system.
Business Context & Challenges
eBright's challenge wasn't demand — Malaysian parents actively seek public speaking and confidence-building programmes for their kids. The challenge was capturing that demand efficiently across three ad platforms, routing each enquiry to the right branch out of 24+ locations, and following up fast enough to convert.
Before WellsGroup's involvement, the brand faced five core constraints:
High CPL on broad targeting
Without precise event tracking and audience-stage segmentation, paid spend was acquiring curious clicks rather than qualified parent enquiries — driving CPL up and trial-show rates down.
Manual multi-branch routing
With 24+ branches across Klang Valley plus online, lead routing was a manual operational headache — slow, error-prone, and impossible to scale without a centralized CRM layer.
Slow parent follow-up
Trial class enquiries arrived through forms and WhatsApp but follow-up was handled inconsistently across branches — and in education marketing, the first 30 minutes of response time determines conversion.
No attribution layer
Without full-funnel tracking and server-side conversions, ad spend signals were degraded by iOS privacy changes — making it harder to optimize toward genuinely qualified leads, not just form fills.
Fragmented paid channels
Meta, Google, and TikTok were managed in isolation — separate audiences, separate creative, separate reporting — making it impossible to see the true blended cost per qualified lead.
High CPL on broad targeting
Without precise event tracking and audience-stage segmentation, paid spend was acquiring curious clicks rather than qualified parent enquiries — driving CPL up and trial-show rates down.
Manual multi-branch routing
With 24+ branches across Klang Valley plus online, lead routing was a manual operational headache — slow, error-prone, and impossible to scale without a centralized CRM layer.
Slow parent follow-up
Trial class enquiries arrived through forms and WhatsApp but follow-up was handled inconsistently across branches — and in education marketing, the first 30 minutes of response time determines conversion.
No attribution layer
Without full-funnel tracking and server-side conversions, ad spend signals were degraded by iOS privacy changes — making it harder to optimize toward genuinely qualified leads, not just form fills.
eBright's leadership recognized that growing a multi-branch education business through paid media required marketing operations infrastructure — not just better ads. The system mattered as much as the spend.
WellsGroup's Approach
WellsGroup applied its systems-first growth model, treating eBright's lead engine as long-term marketing operations infrastructure rather than a series of ad campaigns. The brief was clear: lower CPL, improve lead quality, and route every parent enquiry to the right branch automatically.
The engagement began with a discovery phase mapping the parent journey across every step — from first ad exposure on TikTok or Meta, through landing page enquiry, to trial class booking, attendance, and weekly class enrolment. The infrastructure was built around three connected layers: a unified paid acquisition program across Meta, Google, and TikTok Ads; a complete GoHighLevel implementation as the CRM, funnel, and automation hub; and a full-funnel tracking stack tying ad spend through to trial-class conversion across all 24+ branches.
Core principles guiding the approach:
GoHighLevel as the engine
A unified CRM, funnel builder, and automation platform managing every parent enquiry, branch routing rule, and follow-up sequence from a single operational system.
Three-channel paid acquisition
Meta, Google, and TikTok Ads structured by funnel stage, parent intent, and branch geography — running as one program rather than three siloed channels.
Tracking as the foundation
GTM, GA4, Meta Pixel with Conversions API, and TikTok Pixel deployed end-to-end so every dollar of spend ties back to a qualified, attributed enquiry.
Speed-to-lead automation
Automated SMS, WhatsApp, and email sequences triggered the moment a parent enquires — keeping eBright in the conversation while the decision is still warm.
By aligning paid acquisition, CRM operations, and tracking into a single connected system, WellsGroup built a lead engine that compounds — every campaign improving the next, every parent enquiry routed and followed up the same way regardless of which branch they belong to.
Solution Design & Implementation
The engagement delivered a unified marketing operations system combining paid acquisition across three platforms, a complete GoHighLevel CRM and automation hub, and full-funnel tracking infrastructure measuring every step from ad impression to trial-class booking.
| Paid Acquisition | GoHighLevel Operations | Tracking & Attribution |
|---|---|---|
| Meta Ads campaigns structured by funnel stage and parent intent — covering Facebook and Instagram across awareness, consideration, and trial-class conversion. | Complete GoHighLevel CRM deployment as the single source of truth for every parent enquiry across all 24+ branches. | Google Tag Manager deployed as the unified tag-management layer across the eBright site and GoHighLevel funnels. |
| Google Ads program covering Search, Performance Max, and YouTube — capturing high-intent parent queries around public speaking classes, kids confidence, and Trinity College London preparation. | Custom GoHighLevel funnels built for each trial-class campaign — designed for mobile parents, optimized for fast enquiry submission. | GA4 configuration with custom events tracking page views, funnel entries, enquiry submissions, trial bookings, and branch-level conversions. |
| TikTok Ads program built specifically for the platform's parent and family audiences — leveraging Spark Ads, UGC formats, and trial-class call-to-actions. | Automated lead routing logic distributing enquiries to the correct branch among 24+ locations based on parent address, preferred location, or campaign tag. | Meta Pixel paired with Conversions API for server-side event delivery — restoring attribution accuracy lost to iOS 14+ privacy changes. |
| Creative testing framework across all three platforms — UGC, parent testimonials, student showcase clips, and trial-class invitation formats. | Automated SMS, WhatsApp, and email follow-up sequences triggered on enquiry — keeping parents engaged through trial-class booking and reminder cycles. | TikTok Pixel and Events API integrated for full-funnel TikTok attribution beyond click data. |
| Audience layering using lookalikes from existing students, intent signals around child enrichment, and branch-level geo-targeting across Klang Valley. | Pipeline stages tracking each enquiry from new lead → trial booked → trial attended → enrolled — giving leadership real visibility into conversion at every step. | Unified reporting dashboards tying Meta, Google, and TikTok spend to trial bookings, attendance rates, and branch-level performance. |
Key Results
| Metric | Before WellsGroup | After WellsGroup | Improvement |
|---|---|---|---|
| Cost per Qualified Lead | High, untracked | Optimized weekly across 3 channels | -62% reduction |
| Trial Class Bookings | Inconsistent monthly volume | Structured pipeline across branches | +340% growth |
| Channel Unification | Meta · Google · TikTok in silos | Single connected lead engine | 3-channel parity |
| Lead Routing | Manual across 24+ branches | Automated via GoHighLevel | Zero-touch routing |
| Speed-to-Lead | Hours to days | Automated within minutes | +95% faster response |
| Attribution Quality | Degraded by iOS 14+ | Server-side via CAPI & Events API | Privacy-resilient |
Partnership & Ongoing Support
WellsGroup continues to operate eBright's lead engine under a long-term performance partnership. This model ensures that paid acquisition, GoHighLevel operations, and tracking infrastructure evolve continuously — adapting to school calendars, new branch openings, seasonal demand spikes, and platform changes across Meta, Google, and TikTok. Our ongoing involvement includes:
Multi-channel ad management
Daily optimization across Meta, Google, and TikTok — bid management, creative testing, audience refinement, and CPL protection.
GoHighLevel operations
Continuous funnel refinement, automation tuning, branch-routing logic, and CRM health monitoring across all 24+ locations.
Tracking & reporting
Ongoing tag management, event validation, and dashboard reporting tying every channel to qualified leads and trial-class conversions.
Creative & campaign strategy
Ongoing creative production, UGC sourcing, and campaign planning aligned with school terms, holiday programmes, and annual showcase events.
eBright's transformation illustrates WellsGroup's role as a technology builder and long-term growth operator. By unifying paid acquisition, CRM operations, and tracking into a single connected lead engine, we delivered a marketing system that grows with the brand — built to scale alongside every new branch, every new programme, and every cohort of young Malaysians stepping onto the eBright stage.
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