Why Google Ads Don’t Equal Overnight Enrollment Success for Montessori Schools

At Nido Marketing, we’re big believers in the power of digital advertising to help Montessori schools grow. And Google Ads is one of the most effective tools available... when it’s used strategically.

But one of the biggest misconceptions we run into is this: If I start running Google Ads, I’ll see immediate results and full classrooms within a few days.

We understand the excitement and the urgency, especially for smaller schools or those working to recover from slow seasons. However, we’re here to set some honest, clear expectations: Google Ads don’t equal overnight success when it comes to increasing enrollment. In fact, running a successful Google Ads campaign is part of a longer-term strategy that takes time, effort, and collaboration. In this blog, we’ll explain why that is, what needs to be in place for your ads to succeed, and how to set yourself up for the best return on your investment.

Strong Campaigns Take Time to Build

A successful Google Ads campaign isn’t created in a day. It takes careful planning, strategic thinking, and a deep understanding of your target audience. That includes:

• Keyword Research – What are prospective parents in your area actually searching for? We need to find the right keywords that balance relevance with cost-effectiveness.

• Geographic Targeting – Montessori schools typically serve families within a specific local radius. Setting the wrong location parameters can waste ad dollars on irrelevant clicks.

• Budget Planning – Google Ads is an auction-based system. Your budget needs to be adjusted over time for optimal results. Too low, and your ads won’t show; too high without a strategy, and you could burn through it without conversions.

• Creative Assets – Some campaigns benefit from having strong visuals: photos of your classrooms, your community, and even simple graphics, that help parents connect emotionally with your message. 

Crafting all of this takes time. And it's time well spent because throwing together a fast campaign rarely results in strong performance.

An Optimized Website Is a Must

Let’s say your Google Ads campaign is running well and traffic to your website starts to rise. Great! But if your website doesn’t deliver once parents land on it, you’ve just paid for a missed opportunity.

A successful Google Ads strategy is only as strong as the website it leads to.

You want to ensure your site:

• Clearly communicates your school’s mission and values

• Has intuitive navigation and a clean, modern design

• Features automated tour scheduling. Tours are one of the most effective tools for converting interest into enrollment.

• Offers lead-generation forms. Contact forms, tuition request forms, newsletter sign-ups; all of these allow you to gather information and follow up with families.

• Loads quickly and works well on mobile devices. A slow or broken site can send families running.

If your site is outdated, hard to navigate, or lacks key information, your Google Ads will struggle to convert. You’ll pay for clicks, but lose potential enrollments once a parent sees your site.

Need inspiration? Check out our fully functioning Montessori demo site here: www.nidosite.com. It’s built with conversion in mind and designed to help Montessori schools like yours succeed online.

Results Don’t Happen Overnight

Even with everything in place, a well-crafted campaign, and a polished website, Google Ads still take time to deliver. Typically, you’ll start to see traction within four to eight weeks, but this depends on:

• The competitiveness of your local market

• The quality of your campaigns and ads

• Your website’s effectiveness in converting visitors

• How well and how quickly you follow up with interested families

In other words, the ads bring people to the door. But it’s your follow-up process that often determines whether they step inside. 

Follow-Up Matters More Than You Think

The most successful schools we work with don’t just run ads and wait. They:

• Call or email parents quickly after they submit a form

• Send automated email sequences with valuable resources

• Personally invite prospective families to schedule a tour

• Continue to engage with parents who haven’t yet enrolled

Without follow-up, warm leads can go cold fast. But with thoughtful outreach, you can turn a simple click into a long-term relationship. Montessori schools often have a longer "nurturing" process than traditional daycares. This is because we have to constantly be educating families and justifying the cost of tuition. You can learn more about our recommendations for the follow-up process in our last blog here.

So, Are Google Ads Worth It?

Absolutely, when done right. Google Ads are one of the fastest ways to get your school in front of local families who are actively searching for early childhood education options.

But the truth is: Google Ads are not a magic enrollment button. They’re part of a broader marketing ecosystem that includes:

• A strong website

• Consistent communication

• A welcoming admissions process

• And yes, a bit of patience

When you approach Google Ads with the right expectations and infrastructure, they can be an incredibly valuable part of your enrollment strategy.

We've been running Google Ads campaigns for Montessori schools for 8 years here at Nido Marketing. We'd love to help you start your Montessori marketing journey and develop a strategy that will work for your school's unique needs. You can schedule a free Montessori Marketing consultation today to get a custom marketing plan and some insights on what could work for you.

Book your FREE Montessori Marketing Consultation Call