Overview
To support enrollment goals and increase attendance for Open House 2025, I designed and executed a multi-channel paid advertising campaign across Meta and Google Ads. The objective was to build broad awareness, drive qualified traffic, and convert high-intent users into event registrations.
With a total budget of $2,300, the campaign generated strong reach, efficient clicks, and measurable conversions, ultimately proving the value of a full-funnel, cross-platform approach.
A Villa education is a high-ticket investment, with annual tuition exceeding $30,000. While enrollment data won’t be available until mid-March 2026, the strong engagement and early registration signals suggest meaningful downstream impact.
The Challenge
Open House is the school’s most important annual recruitment events, with a narrow promotional window and a highly competitive landscape. The campaign needed to:
- Reach families across diverse demographics and neighborhoods
- Build enough brand familiarity for users to return and register
- Maximize performance on a modest budget
- Deliver creative that felt warm, inviting, and mission-aligned
The success criteria: high reach, high engagement, and clear, attributable registrations.
My Role
I led the campaign end-to-end, including:
- Creative direction and production for video and static assets
- Audience segmentation and ad-set structuring
- Budget allocation across Meta and Google
- Ongoing optimization and pacing
- Performance analysis and reporting
- Strategy recommendations for future enrollment cycles
Campaign Strategy
The campaign was built as a layered funnel:
Meta for Awareness & Traffic
- Reels introduced the school’s story and emotional value.
- Static Ads reinforced key messages with high clarity and cost efficiency.
- This combination allowed us to maximize both reach and affordable landing-page views.
Google Search for Conversions
- Search ads captured users demonstrating high intent—families already researching admissions, school options, or upcoming open houses.
Together, these channels created a balanced system: inspire, inform, then convert.
Creative Approach
Reels
Short-form video highlighting the school environment, student life, and the Open House experience. Designed to feel dynamic, warm, and human, optimized for thumb-stopping engagement.
Static Ads
Clean, bright designs focused on the event’s value proposition and clear call-to-action. These assets delivered some of the most cost-efficient traffic in the campaign.
Search Copy
Direct, keyword-rich messaging aligned to user intent, emphasizing clarity, relevance, and next steps.
Key Outcomes
- 261,172 total impressions generated across platforms
- 3,529 landing page views/clicks
- 67 confirmed conversions
- Reels drove top-tier engagement, while statics delivered traffic at a notably low cost
- Google Ads effectively closed the loop by converting high-intent users