Case

Google Ads for Montessori School

Client

Montessori School - USA

Projects Timeline

2023

Services

Google Ads, Google Analytics 4, Google Tag Manager

1

Client

The client is a Montessori school based in the USA, with a significant presence in Salt Lake City (SLC). They offer a child-centered educational approach for various age groups, including preschool and elementary levels. The school focuses on providing a nurturing and stimulating environment that fosters independent learning and personal development.

2

The Task

The primary objective was to increase the number of qualified leads for student enrollment, such as campus tour requests or application submissions. A key requirement was to achieve this growth while simultaneously making the campaigns more efficient by decreasing the overall Cost Per Acquisition (CPA).

3

First Step

We began with a full audit of the existing Google Ads account. The initial analysis showed that while the campaigns were generating some conversions, the account structure lacked granularity and targeting could be significantly optimized.

Our strategy focused on changing the campaign structure and targeting to reach high-intent parents more effectively.

Search Campaigns Restructuring The original campaigns were somewhat broad (e.g., “Schools – Search – SLC”). We restructured the entire account into highly specific, segmented campaigns based on user intent and service offering.

  • Program-Specific Campaigns: We created separate campaigns for each educational level, such as ‘Montessori – Search’, ‘Preschools – Search’, and ‘Elementary Schools – Search’. This allowed for tailored ad copy and landing pages.

  • Geographic Segmentation: Campaigns were split between the local Salt Lake City (SLC) market and broader USA targeting to control budgets and messaging more effectively.

  • Intent-Based Ad Groups: We launched new campaigns targeting different stages of the user journey, including a ‘Competitors – Search’ campaign to capture users considering alternative schools.

4

Optimization

  • Keyword Refinement: We conducted deep keyword research to focus on high-converting terms. A robust negative keyword list was implemented to eliminate irrelevant search queries and reduce wasted ad spend.

  • Ad Copy and Extensions: New, compelling ad copy was written for each ad group, highlighting the unique value propositions of the Montessori method. We fully utilized all relevant ad extensions to maximize visibility and click-through rate (CTR).

  • Bidding Strategy: We shifted the bidding strategy to focus on maximizing conversions, allowing Google’s algorithm to prioritize users most likely to become a lead.

5

Overall result

The strategic restructuring and continuous optimization of the Google Ads account yielded exceptional results in a short period. By comparing the performance from June-July 2023 to the baseline period of March-April 2023, we were able to deliver significant growth.

  • Conversions increased by 82% (from 33 to 60)

  • Cost Per Conversion (CPA) decreased by 14%

This case demonstrates that a granular, data-driven approach to Google Ads can dramatically increase lead generation and improve budget efficiency, delivering substantial returns for educational institutions.

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