ROI. Conversions. ROAS.
When I first started in independent school marketing, the above words and acronyms were taboo.
Oh, how the pendulum swings.
These days, a lot of school marketing and communications directors come from traditional marketing roles, which is, honestly, a huge win for schools. But with that experience often comes a common assumption: if the ad campaign is strong, the clicks will follow… and so will the inquiries.
It’s a logical assumption. Advertising works for retailers, restaurants, and even higher education. So why not private K–12 schools?
Because ads don’t convert discerning independent school searchers the way you think they do.
Ads Are Great at One Thing (and It’s Not Enrollments)
Digital ads on Google, Meta, and beyond are excellent at building awareness. If done right, they get your school in front of the right families with the right message at the right time. But if you expect that an ad will directly cause a family to fill out an inquiry form or schedule a tour on the spot, you’re setting yourself up for disappointment.
Families don’t make private school decisions the way they buy sneakers or sushi. Enrollment is a long game, driven by trust, research, emotion, and financial consideration. Even if an ad sparks initial interest, the conversion, if it happens, will likely come weeks, months, or even years after the family has consumed your website content, read reviews, scoured your social channels, and talked to friends and coworkers.
In marketing speak, ads are a first-touch tactic, not a last-click driver.
The Problem with “Performance Metrics” in a Mission-Driven World
Many school leaders look at ads through a narrow lens: “How many inquiries did we get?” or “What’s our cost per lead?” These are numbers, but they’re not the whole picture.
Here’s a better question: “Did we make a compelling argument as to why they should inquire now?” or “How many more families know we exist this month than last month?”
Or even better: “How many people Googled our school name directly after seeing one of our ads?”
These are signs of a growing awareness funnel. And over time, awareness leads to consideration. And consideration, when supported by strong follow-up, an engaging website, and an authentic parent experience, can lead to enrollment.
So… Are Ads Worth It?
Absolutely. But only if you use them for what they’re designed to do and have realistic expectations.
Private schools should treat ads like the digital equivalent of a billboard, but one that changes it message with each passing car. Some of those cars are absolutely on their way to consider a school like yours, but most of them are only looking and will not pull over, make a U-turn, and immediately convert.
Spoiler: if you really want conversions, put your school on sale. BOGO. Half off tuition if you inquire by tomorrow.
But if they see your billboard enough times—especially at the right moment in their life—they might just type your name into Google later.
If you’re serious about using ads effectively, shift your mindset:
- Use ads to drive top-of-funnel awareness.
- Pair ads with compelling landing pages and stories, not generic “Request More Info” forms.
- Invest in organic marketing strategies (blog content, SEO, social media, email nurture) that carry the family from interest to decision.
Final Word: Don’t Blame the Ads
If your ads aren’t “working,” it’s probably not the ads. It’s your expectations.
Enrollment is still about relationships, values, and reputation. Ads don’t change that. But when used wisely, they can get the right families to take that very first step.
And in the world of independent schools, that first step is everything.
Trevor Waddington is the founder and CEO of Truth Tree. He leads a blended team of digital marketing experts and former school admissions and marketing personnel to support schools all over the world on their marketing efforts. After years educating a marketing firm on the nuances of his school, Trevor decided schools deserved a marketing agency that understood them AND their audience. And thus, Truth Tree was born.
Need a Strategic Marketing Strategy that Keeps Your School Top-of-Mind?
Families are searching 1, 2, even 3 years out from their enrollment.
Pair your ads with a multi-touch approach so you can continue nurturing prospective families.
