Increasing Leads For Catholic School in Enrollment Crisis

We started working with a school in enrollment crisis in November 2025.

Google Ads Strategy:

• Refined keyword targeting by blocking queries for general schools (high school near me) and other school names, pushing more budget toward private/catholic-specific queries

• Updated ad copy to include private/catholic verbiage

• Simplified campaign structure to optimize budget usage

• Shifted more budget toward the search platform instead of display

Performance Immediately After Taking Over the Account:

Long Term Performance:

The yellow line below indicates when we took over the account and we see consistent YoY growth from that point on.

Year-to-date (Jan-Jul 2026), total conversions are up 200% compared to last year with only a 2% increase in spend.

Why this worked:

Better alignment between the search term, ad copy, and landing page means you attract more clicks, get better engagement from that traffic, and ultimately save money on costs because Google offers you a lower price per click.

We also improved the targeting in terms of user intent by blocking irrelevant queries and focusing more budget on searches specifically for private schools in the area, instead of the broader targeting being used previously.