Digital Marketing

Thaki — EdTech Lead Generation & Conversion (Saudi Arabia)

Built a TikTok-led acquisition system for a Saudi EdTech startup teaching AI and programming to children aged 8–18.

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Thaki Platform · EdTech · Saudi Arabia · B2C

01 · The Problem

No structured acquisition funnel, weak measurement, and low awareness

The startup had no structured marketing funnel, weak creative direction, unoptimized tracking and data structure, very low brand awareness in the Saudi market, and a customer acquisition model that could not scale.

02 · The Diagnosis

The business needed an acquisition strategy, not just more ads

The business did not need ads — it needed a complete acquisition strategy. Lead generation was random rather than systematic, with no defined funnel stages or validated audience segments.

03 · The System

A four-part TikTok acquisition system built on audience testing and measurement

Full-Funnel Acquisition Structure

Designed a complete funnel covering awareness, consideration, lead generation, and conversion.

Audience & Persona Testing on TikTok

Ran audience discovery and persona testing on TikTok to identify the most responsive parent segments and winning messaging angles.

Retargeting Across WhatsApp & Social

Built retargeting and conversion optimization through WhatsApp conversion flows and social remarketing.

Data-Driven Landing Page Optimization

Optimized landing pages to lift conversion rate, increase trust, and reduce signup friction.

Reliable Measurement Foundation

Rebuilt tracking with Google Tag Manager, GA4, and Mixpanel so campaigns could optimize against more reliable conversion data.

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The results

760

qualified leads generated

8.27 SAR

average cost per lead

20%

conversion rate

0.82 SAR

average CPC

1,473,888 impressions and 7,665 clicks

Total ad spend of 6,288 SAR

Tech stack

TikTok Ads ManagerGoogle Tag ManagerGoogle Analytics 4MixpanelTikTok Pixel / Events APIWhatsApp (conversion and retargeting flows)

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