In 2025, UK boarding schools must leverage targeted digital advertising on Google Ads and Meta to reach local and international parents.
Google Ads: Long-Tail Keywords & Geotargeting
By using long-tail keywords (e.g., “boarding schools near Cambridge with STEM focus”), schools can target families with specific needs, reducing ad competition while increasing conversion rates. Combined with geotargeting, schools can direct ad spend towards strategic regions in the UK or abroad.
Meta Ads: Interest Targeting & Lookalike Audiences
Meta’s detailed targeting allows narrowing by parental status and education-related interests. You can also create lookalike audiences from website visitors or inquiry lists to find new families similar to those already engaged.
Ad Messaging: Academic Value, Safety & Holistic Growth
Craft ad content around parents’ top priorities. Emphasise academic excellence, student safety, and holistic development opportunities – key factors for families choosing a school. Maintain a professional, reassuring tone that reflects your school’s ethos and commitment to student well-being.
Smart Retargeting Strategies
Retarget interested parents to nurture them through the enrolment process. For example, show follow-up ads highlighting open days, success stories, or application deadlines to parents who visited your admissions pages but did not inquire. These reminders keep your school at the forefront and guide undecided parents toward a decision.
Ad Formats & Mobile Optimization
Search ads help capture intent, while visual formats like video or carousel ads bring school life to the forefront. Since many parents browse on mobile, landing pages and creatives should be optimised for smaller screens and fast load times.
Partner with HEM to Boost Enrollment
At HEM, we specialise in helping UK boarding schools navigate digital advertising with precision and strategy. From crafting high-performing campaigns to optimising page engagement, our team supports schools in reaching the right families and boosting enrolment outcomes. Learn more about HEM here: www.higher-education-marketing.com
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