Google Ads Are Just the Beginning: Why Follow-Up Is Essential for Enrollment Growth

Google Ads can be an incredibly powerful tool for Montessori schools looking to grow their enrollment. They’re fast, targeted, and often very effective at getting your school in front of local families who are actively searching for early education options. But here’s the truth many schools overlook: Google Ads are only the beginning of the journey, not the end.

If you’re investing in Google Ads to bring new traffic to your school’s website, that’s a smart first move. But traffic alone doesn’t guarantee increased enrollment. If the website visitors you’ve paid to attract don’t know what to do next, or aren’t impressed by what they see, they’ll leave without ever reaching out. That’s why what happens after the click matters even more than the click itself.

Let’s break it down.

The True Goal of Google Ads: Website Traffic

The primary function of a Google Ads campaign is to drive prospective families to your school’s website. It’s not to get them to enroll on the spot (because they won’t), and it’s not to magically convince them Montessori is the right fit (that takes time and trust). The sole purpose is to get them through the door, your digital door.

So if you're investing hundreds or thousands of dollars in ads, but haven’t optimized your website for engagement and follow-up, you’re likely losing out on real opportunities and not getting a good return on your investment. 

Your Website: The Bridge Between Interest and Action

Think of your website as the bridge between curiosity and commitment. Once a parent clicks on your ad and lands on your homepage, you have only a few seconds to:

• Capture their attention

• Impress them with your school’s philosophy and community

• Clearly guide them to the next step 

This is where many Montessori school websites fall short. They may include beautiful imagery or lengthy mission statements, but they often lack clear calls to action or practical ways for families to engage. 

Make Tour Scheduling Quick and Effortless

One of the biggest mistakes we see schools make is hiding their tour request behind a long, clunky process. If a parent is interested enough to want a tour, you should be ready to make it easy and instant. Use an automated scheduling tool (like Calendly or a Montessori CRM) that allows families to book their own tour directly from your website without needing to wait for an email or phone call back, or having to fill out a form that takes more than 5 minutes. 

The clearer it is on your homepage and the easier it is to schedule, the more likely they are to do it!

Use Lead Generators to Capture Contact Information

Not every parent is ready to book a tour right away. Some may still be learning about Montessori education and comparing their options. That’s where lead generators come in.

Offer something valuable in exchange for their contact information, like:

• A free eBook: “5 Ways Montessori Supports Your Child’s Independence”

• A short email course: “Montessori 101: What Every Parent Should Know”

• A downloadable checklist: “Is Montessori Right for My Family?”

By giving them something useful, you’re creating a low-pressure way for them to stay connected and move closer to enrolling — even if they’re not quite ready yet. This allows you to collect important contact information from interested families so you can follow up with them and nurture them into enrollment. 

Short Forms Convert Better

Lengthy inquiry forms are a conversion killer. Keep it short and simple — name, email, age of child, and one optional question or comment box. Also, consider having a separate tuition request form, as parents almost always want to see tuition information first. This makes your tuition a valuable lead generation tool that allows you to capture interest and follow up while respecting your school’s pricing structure.

Don't Stop at the Lead — Follow Through

So now you’ve got someone’s email address. Great. But if you’re not doing anything with it, you’re missing out. This is where your follow-up strategy becomes essential, especially in Montessori where some parents require a lot of education and check-ins to enroll.

Use email marketing to:

• Send a warm welcome sequence to new leads

• Share stories, photos, or testimonials from your school

• Invite them to schedule a tour or RSVP for an open house

• Redirect them back to your website for more info

The key is consistency. One email won’t cut it,  nurture your leads over time with automated email sequences that are designed to educate and build trust.

Open Houses: Capture and Confirm Attendance

If your school hosts open houses, be sure to promote them prominently on your website with an RSVP form. It always helps to have this as a pop up on your homepage or as a banner on top of your navigation bar so it is front and center for parents to engage with.  After someone signs up, don’t just assume they’ll show. Send a confirmation, remind them the day before, and follow up if they don’t attend. A missed open house doesn’t mean the opportunity is gone — it just means they might need a little nudge or a more personal connection.

Every Click Is a Potential Connection

Ultimately, Google Ads are a great way to generate attention, but it’s up to your website and your team to turn that attention into action. If you’re paying to drive traffic, make sure you have:

✅ A compelling and clear website
✅ Easy, automated tour scheduling
✅ Lead generators to collect contact info
✅ Short, user-friendly forms (ditch the long, detailed forms!)
✅ A consistent email marketing/phone call follow-up system
✅ Event RSVP forms and personal outreach

When all these pieces are working together, your Google Ads stop being a traffic expense and start becoming a growth engine.

Want help making your school’s website work harder for your enrollment?
We’re currently offering free Montessori website audits — including a personalized video walkthrough with tips to improve conversions and lead generation. Click here to request yours.

Let’s make every click count.