78,000+ parents reached in 30 days.
A Meta awareness campaign built for a Metro Vancouver private school during peak admissions season, targeting local families actively considering their education options.
Industry
Private School
Location
Metro Vancouver
Campaign Duration
30 Days
Total Ad Spend
$850
Avg. Cost Per Click
$0.10
Admissions season waits for no one.
The core problem
Private school admissions run on a tight seasonal window. Families research and decide between January and March. Miss that window and you wait another year.
This Metro Vancouver private school had built its enrolment primarily through word of mouth, community events, and organic social reach. With admissions season approaching, they needed a way to get in front of local families who were actively weighing their education options.
The goal was not direct conversions on the ad itself. It was to drive qualified, interested parents to the admissions page during the window when decisions are being made. From there, the school's own process takes over.
Built to reach the right parents at the right time.
Every tactic was chosen to generate leads that would actually convert, not just fill a spreadsheet.
Parent Audience Targeting
Targeted Metro Vancouver parents with children in school-age ranges, layered with interest signals around private and Catholic education.
4-Format Creative Test
Launched four ad variations: a standard bus ad, a POV bus ad, a portrait bus ad, and a core parents creative. Spend was reallocated weekly toward top performers.
Traffic Optimisation
Optimised for landing page views rather than link clicks to ensure only genuinely interested parents counted toward the result, filtering out accidental taps.
Budget Management
Ran the full campaign within a $1,000 monthly budget. Pulled spend toward the Bus Ad Portrait, which drove 49.7% of results, and maintained a $0.10 average CPC throughout.
78,575 parents reached. 4.21% CTR. $0.10 per click.
The campaign ran for 30 days during peak admissions season across Metro Vancouver. Every metric pointed to genuinely interested parents, not passive scrollers. A 4.21% click-through rate is nearly three times the Meta benchmark for education campaigns.
Total parents reached
Admissions page visits
Click-through rate
Average cost per click
The right parents, at the right time, for less than a cup of coffee per click.
A 4.21% CTR means nearly 1 in 24 people who saw the ad clicked through to learn more. The Meta average for education campaigns sits around 1.5%. This campaign ran at nearly three times that benchmark for less than $1,000 in spend.
The school reported satisfaction with the campaign results. While enrolment is a multi-step process that happens offline, over 3,000 local parents visited the admissions page in a single month during the exact window when decisions get made. That is the outcome a campaign like this is built for.
A 4.21% click-through rate means the creative resonated. At $0.10 per click, 3,000 parents visited the admissions page for under $300 in traffic spend. That is what efficient awareness looks like.
MBN Digital · Campaign Summary
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