More families touring, and more of them enrolling
Parents choosing a preschool or a Montessori classroom want to see it before they decide. We build everything around the tour: booking it, getting the family there, and following up after it. Results are counted at the paid enrollment.
Preschools, Montessori schools, pre-K and early learning programs
- Where the sale happens
- The school tour
- What we answer for
- Cost per paid enrollment
Where the budget leaks
What we find in preschool and Montessori ad accounts
- 01
The method no one explains
Montessori, play-based, project-based: parents meet the same words in every school's ads and can't tell the difference. Ads that show a child's morning in your classroom do the explaining.
- 02
Booked tours that never happen
A family books a tour for next Thursday and forgets. Without reminders, part of every week's tour schedule is empty slots you already paid to fill.
- 03
Openings in one room, ads for the whole school
If the toddler room is full and pre-K has six spots, one school-wide campaign keeps buying inquiries you can't place.
- 04
A new campus with nothing to tour
A school opening next fall can't host a classroom visit yet. Pre-opening campaigns, info sessions and virtual tours fill the founding class.
- 05
Starting when the season starts
Many families decide in the months before the school year. Ads that start when the season opens leave no time to fix the pages and the follow-up first.
How we set it up
Everything runs toward the school tour
What we buy
- Searches for preschool, Montessori and pre-K near home, with ad groups by program and city names in the headlines.
- Meta ads by school and program that show the classroom.
- Pre-opening campaigns for campuses not open yet.
The tour page
- A page per campus built for one action: booking a tour.
- An info night or webinar for families still comparing approaches.
- A virtual tour for parents who can't visit during the school day.
Follow-up from inquiry to enrollment
- A reply within minutes, with tour times to pick from.
- Reminders before the tour, so booked tours turn into completed ones.
- Follow-up after the tour through the application and the deposit.
How we count it
- Tours booked, tours completed, applications and paid enrollments by campaign.
- Every directory listing and referral link tagged to its campus.
The season
When the budget moves
Late summer
Pages, reminders and tracking go live, and the tour calendar opens for next year.
Fall to winter
Most families tour for the next school year. This is where the budget goes.
Spring and summer
Ads fill the remaining spots by program, and the waitlist hears about openings first.
See it in practice
A Montessori network of 120+ schools, and a charter network run region by region.
Questions
What owners ask before they hire us
Do you work with a single Montessori school?
Yes. The same tour-first setup that ran across a network of more than 120 schools works for one campus: one page that books tours, reminders, follow-up, and enrollments traced to the source.
Can you market a school that isn't open yet?
Yes. We have run pre-opening campaigns for schools opening the next fall, with info sessions and virtual tours in place of the classroom visit.
Parents don't understand what Montessori means. Does that hurt the ads?
It changes them. Ads and pages that show what a child does in your classroom, in plain words, outperform the method's vocabulary. We write from what your parents say about you.
What does it cost?
A monthly retainer that covers the strategy and the work, scoped on the first call. You get the number in writing before anything starts, and we don't bill by the hour.
Further reading
More in schools and childcare