The Importance of Running Ads During Re-enrollment: A Guide for Montessori Schools

The re-enrollment period is one of the most crucial times of the year for Montessori schools. Typically running from late January to February, it’s a time when schools secure their student base for the upcoming year while attracting new families. Filling those spots is paramount to running successful Montessori programs and having a thriving community. Running advertisements can be a powerful way to amplify your school’s reach and communicate the value of your Montessori education to prospective families.

But when it comes to advertising, timing and strategy are everything. Whether you’re considering Google Ads or Meta (Facebook and Instagram) Ads, this blog will guide you through the best practices for leveraging paid advertisements to maximize your return on investment (ROI) during the re-enrollment period.

Why Timing Matters for Google Ads

Google Ads can be a highly effective tool for Montessori schools, particularly for long-term campaigns aimed at building awareness and driving steady enrollment inquiries. However, it’s important to understand that Google Ads require a learning period of one to two months before they begin showing optimal results. During this learning phase, Google’s algorithm gathers data about your ad performance—identifying which keywords, audiences, and placements generate the best outcomes. As a result, schools launching Google Ads now (in January or February) may not see the full return on their investment during this re-enrollment cycle.

If your school wants to leverage Google Ads for re-enrollment in 2025, the time to start was back in November or December 2024. This allows Google to optimize your campaigns and build momentum before your target period begins. By planning ahead, you’ll ensure that your ads are fully optimized and ready to perform during the critical re-enrollment months. 

Social Ads for Immediate Impact

If you missed the window of opportunity to start running Google Ads, no no need to worry! If you need short-term results during the current re-enrollment period, social media ads—especially those run on Meta (Facebook and Instagram)—are the way to go.

Social ads don’t require the same lengthy optimization period as Google Ads, making them a great option for schools that want to raise awareness and engage with families quickly. These ads can:

• Promote your re-enrollment period and deadlines.
• Highlight unique aspects of your Montessori program.
• Showcase testimonials from current families.
• Advertise open house events or tours.
  

The key to success with Meta Ads is creating visually appealing, targeted campaigns that speak directly to your audience. Use images and videos that showcase your school’s vibrant community, hands-on learning environment, and nurturing atmosphere. Pair these visuals with strong calls-to-action like “Schedule a Tour Today” or “Secure Your Spot for the 2024-2025 School Year.”

Practical Tips for Maximizing ROI

Define Your Goals: Before launching any ad campaign, be clear about your objectives. Are you trying to fill remaining spots for the upcoming school year, increase attendance at open houses, or simply raise awareness? A well-defined goal will shape your messaging and targeting strategy.

Target the Right Audience: Both Google and Meta Ads offer robust targeting options. Use them to focus your campaigns on local families with young children who are likely to be interested in Montessori education. For Meta Ads, consider using lookalike audiences based on your current parent community.

Create Engaging Content: Your ads should tell a story that resonates with parents. Use high-quality visuals, heartfelt testimonials, and concise copy that conveys the benefits of a Montessori education.

Track Performance: Use tools like Google Analytics and Meta’s Ad Manager to monitor your campaign’s performance. Look at metrics such as click-through rates (CTR), cost per click (CPC), and conversion rates to understand what’s working and adjust your strategy accordingly.

Invest in Retargeting: Retargeting allows you to reach families who have already visited your website or engaged with your content. These parents are already interested and are more likely to take the next step, making retargeting an excellent way to boost ROI.

Our Approach to Supporting Montessori Schools

At Nido Marketing, we specialize in helping Montessori schools craft and execute effective digital marketing campaigns tailored to their unique needs. We understand that it is difficult for schools to find the time to create, monitor, and online campaigns. Whether you’re planning months ahead for Google Ads or looking for immediate impact with social ads, our team can help you:

• Develop a clear advertising strategy
• Create compelling, Montessori-specific campaigns.
• Optimize campaigns for maximum ROI.
• Track and analyze performance to ensure ongoing success.
  

Start Planning Today!

The re-enrollment period is a prime opportunity to connect with families and secure your school’s future success. By understanding the strengths and limitations of different ad platforms and planning your campaigns strategically, you can make the most of this critical time.

Ready to boost your re-enrollment efforts? Schedule your FREE Montessori Marketing consultation call today to learn how we can help your school thrive.