Institut Asia: Paid Media
Lithe managed Institut Asia’s Google Search and Meta advertising from 1 May to 31 August 2026. Here, form submissions and client-defined qualification events each have a clear program, platform and ad cost.
S1/RPL | Google Search
324 Recorded S1 Form Conversions
~Rp22.5k Ad Spend per Form Conversion
Google Ads-attributed conversions, not unique applicants or enrollments. Cost per form uses the full mixed S1/RPL campaign ad spend; agency fees excluded.
1 May–31 August 2026 · Rp7,297,023.12 in ad spend · Rp22,521.68 per recorded S1 form conversion
S2 | Meta Ads
Institut Asia’s S2 campaign recorded 564 marketing-qualified lead events (MQLs), using the client’s qualification criteria, at approximately Rp17.4k in ad spend per event.
The client’s MQL definition was mapped to Meta’s CompleteRegistration event. The 564 events describe that qualification stage, not completed admissions registrations.
S2 Campaign Results
- Recorded S2 MQL Events
- 564
- Weighted Ad Spend per MQL Event
- Rp17,377.57
- Total Ad Spend · IDR
- Rp9,800,947
1 May–31 August 2026. Meta-reported events, not distinct people. Ad spend excludes agency fees.
Beyond Clicks
Which ad contributed more than its share of spend?
The S2 Meta campaign delivered 40 ads. We set each ad’s share of ad spend beside its share of qualified-lead events, as defined by the client. One ad, labeled Ad A here, stood apart. The other 39 are combined.
Ad A accounted for 35.66% of S2 Meta ad spend and was credited with 52.84% of qualified-lead events.
- Ad A
- Rp3,495,338 of Rp9,800,947 ad spend
- 298 of 564 qualified-lead events
- Rp11,729.32 ad spend per event
- Other 39 Ads Combined
- Rp6,305,609 ad spend (64.34%)
- 266 qualified-lead events (47.16%)
- Rp23,705.30 ad spend per event
A descriptive comparison, not a ranking. The ads ran under different audience and optimization setups.
Ad A’s share of qualified-lead events sat above its share of ad spend in each of the four months. The chart compares shares within each month, not volumes.
May
Spend 21.79%Events 43.55%
June
Spend 30.50%Events 50.00%
July
Spend 47.51%Events 64.22%
Aug
Spend 43.67%Events 48.78%
Full period, 1 May–31 August 2026. Prepared from platform reports; anonymized reporting extract.
| Ads | Ad Spend | Spend Share | Events | Event Share | Spend per Event |
|---|---|---|---|---|---|
| Ad A | Rp3,495,338 | 35.66% | 298 | 52.84% | Rp11,729.32 |
| Other 39 combined | Rp6,305,609 | 64.34% | 266 | 47.16% | Rp23,705.30 |
| All 40 ads | Rp9,800,947 | 100% | 564 | 100% | Rp17,377.57 |
Ad A by month, against each month’s S2 campaign total.
| Month | Ad A Spend | Campaign Spend | Spend Share | Ad A Events | Campaign Events | Event Share |
|---|---|---|---|---|---|---|
| May 2026 | Rp556,131 | Rp2,552,036 | 21.79% | 81 | 186 | 43.55% |
| June 2026 | Rp740,594 | Rp2,428,226 | 30.50% | 46 | 92 | 50.00% |
| July 2026 | Rp1,156,142 | Rp2,433,613 | 47.51% | 131 | 204 | 64.22% |
| August 2026 | Rp1,042,471 | Rp2,387,072 | 43.67% | 40 | 82 | 48.78% |
| Four months | Rp3,495,338 | Rp9,800,947 | 35.66% | 298 | 564 | 52.84% |
Meta-attributed events: 7-day click or 1-day view, reported by impression date. Qualification follows the client’s definition, not unique people or enrollments. Descriptive analysis, not a controlled test. Ad spend excludes agency fees.
What This Points To
The contribution view marks Ad A for closer review. It is not a case for scaling it. Before any change to spend, the next step is to check downstream lead quality with the admissions team and the audience context each ad ran in.
How This View Was Prepared
Scope: the single S2 Meta lead campaign, 1 May–31 August 2026, covering all 40 ads with delivery. Each share divides an ad’s ad spend or qualified-lead events by the campaign total for the same period. Monthly shares use that month’s total.
Qualified-lead events use the client’s mapping to Meta’s CompleteRegistration event, reported by impression date. Ad A is an anonymized label. This view does not identify which creative Ad A served, and the example images on this page are not linked to it.
Paid Media Across Programs
Different programs call for separate readings of performance. A submitted form records a response; a qualification event reflects the client’s criteria for an enquiry.
Our Role
We managed paid media across Google Search and Meta during the reporting period. Separate Search campaigns carried S1/RPL and S2 messaging to their respective program websites.
For an admissions team, this view puts ad spend beside a defined response stage. It keeps form conversions, qualification events and traffic distinct rather than presenting them as one lead total.
S2 | Google Search
The separate S2 Search campaign recorded 2,135 clicks with a 9.43% click-through rate. These figures describe traffic to the S2 program website.
- Google Search Clicks
- 2,135
- Click-Through Rate
- 9.43%
- Average Ad Spend per Click
- Rp2,271.12
1 May–31 August 2026. Google Ads campaign reporting. Clicks are not unique visitors. Ad spend excludes agency fees.
Selected S2 Meta Ad Examples
These Institut Asia S2 examples feature workshop-style learning and practical information about study schedules and payment arrangements.
Representative archived examples linked to ad records when retrieved, not verified historical variants or proven top performers. Results are campaign-level, not attributed to these images. Offers and information in the artwork may no longer apply.
About the Figures
All figures cover 1 May–31 August 2026. Google Search S1 form conversions are Google Ads-attributed credits, not unique applicants or enrollments. The cost per form divides the full mixed S1/RPL campaign ad spend by 324 recorded S1 form conversions; S2 form credits in that campaign are excluded from this denominator.
Meta-reported S2 events use 7-day click and 1-day view attribution, reported by impression date. S2 MQL counts use the client’s CompleteRegistration mapping. Counts are events, not distinct people, accepted applicants or enrolled students.
Each cost divides total ad spend for its scope by the corresponding event or click count. Search CTR uses total clicks divided by total impressions. All monetary values are in IDR and exclude agency fees. Program and platform counts are not added together or compared as equivalent stages.
Discuss your admissions enquiry process
Share the programs you promote and how your team qualifies an enquiry. We can discuss a paid media management scope around that process.
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