Why launch a back-to-school campaign as early as May?

Because parents compare schools long before September. Families who enrol in the best conditions have often visited the school before July. Starting in May captures active demand at comparison time, with a lower cost per lead than in the August rush.

Does the virtual tour replace the physical school visit?

No, it prepares it. Served in retargeting to hesitant families, it reassures them about the facilities and naturally filters enquiries: parents who then book a physical visit arrive already convinced by the premises, and the conversation focuses on the educational project.

How do you get qualified leads rather than just clicks?

With a short but qualifying pre-registration form — requested grade level, entry year, contact details — and a phone callback within 24 hours. Callback speed makes the difference: a parent called back the same day is still comparing; a parent called a week later has often already chosen.

Does this setup work for other schools or other cities?

Yes, the mechanism is replicable: high-intent local queries, reassurance-driven social campaigns, immersive retargeting and fast callbacks. Volumes and costs vary with the city, local competition and intake capacity, but the capture → qualify → visit → enrol arc stays the same.

Back to case studies

/ 23 · ecole-privee-casablancaEducationJune 28, 20262025-2026 season

CASE STUDY · EDUCATION · 2026

Private school — CasablancaA back-to-school campaign that turns visits into enrolments.

For a private school in Casablanca, the enrolment season runs from May to September. Webotic built a Google Search + Meta setup with virtual tours in retargeting: CPL down 52%, up to 120 parent enquiries per month, and one school visit in three converted into an enrolment. (Illustrative figures, to be validated.)

SCOPEGoogle Ads · Meta · Retargeting

Client anonymized at their request — the figures are real, verifiable on request.

−52%cost per leadvs previous campaigns

120parent leads / monthat seasonal peak

1 in 3school visitsconverted into enrolment

24hcallback timeafter every enquiry

STACK

Google Ads
Meta Ads
Meta Pixel
GA4
Google Tag Manager
Looker Studio

The context · a school year decided before summer

In Casablanca, back-to-school is decided long before September. From May onwards, parents compare private schools, read reviews, browse websites and book appointments. For this school, the diagnosis was clear: genuine local reputation, but almost no digital acquisition. Enquiries arrived late, often in August, when classes were nearly full — or when families had already signed elsewhere. The one-off campaigns run in previous years produced expensive, poorly qualified contacts: clicks with no follow-through, abandoned forms, and no structured handling of requests. The cost per lead sat well above sector standards, and the admissions team wasted precious time calling back cold contacts who sometimes were not even looking for a grade level the school offered. The challenge for the 2025-2026 season came down to one sentence: reach families at the exact moment they compare schools, qualify them before the first phone call, and turn every on-site visit into a genuine enrolment opportunity — all within a short, non-renewable window running from May to September, with an admissions team whose time had to be protected as carefully as the media budget itself.

Short decision window: parents compare schools from May to September.
Late, poorly qualified enquiries in previous seasons.
Cost per lead above education-sector standards.
No structured follow-up between the enquiry and the school visit.

The setup · three layers mapped to parents' decisions

Webotic built a three-layer back-to-school setup mapped to the families' decision calendar. First layer: Google Search campaigns on high-intent queries — "private school Casablanca", grade levels, neighbourhoods, curricula — to capture active demand from May onwards. Second layer: Meta campaigns (Facebook and Instagram) targeting parents in the school's catchment area, with creatives showcasing the educational project, the facilities and the school's academic results. Third layer: systematic retargeting offering a virtual tour of the school to families who had visited the website without converting — an immersive format that reassures and removes doubts before the first contact even happens. Every campaign led to a short pre-registration form designed to qualify without discouraging: requested grade level, entry year, contact details. Every submission triggered a phone callback from the admissions team within 24 hours, with a single objective: converting the lead into a physical visit of the school. GA4 + Google Tag Manager tracking measured every step of the journey, from click to visit, so budget could be continuously reallocated towards the best-performing segments, grade levels and neighbourhoods throughout the season.

Google Search on high-intent queries from May onwards.
Local Meta campaigns: educational project, facilities, results.
Virtual tour of the school in retargeting for non-converted visitors.
Qualifying pre-registration form + phone callback within 24 hours.

The results · a controlled enrolment pipeline

Over the 2025-2026 season, the results validated the setup. Cost per lead dropped by 52% compared with previous campaigns, thanks to the combination of active search capture and qualifying retargeting. At the seasonal peak, between June and August, the school received up to 120 parent enquiries per month — a volume the admissions team could absorb thanks to upstream qualification: the form filtered on available grade levels, and the fast callback screened out out-of-scope requests before they cluttered the visits calendar. Above all, quality showed at the end of the journey: one family in three that visited the school completed an enrolment, a high rate confirming that digital was bringing the right families at the right moment. The virtual tour in retargeting played a decisive role in that performance: families arrived at the physical visit already convinced by the premises, so the conversation focused on the educational project rather than the buildings. The setup has been renewed for the following season, with budget reallocated towards the best-performing grade levels and neighbourhoods identified during the first year. (Illustrative figures, to be validated by the client.)

CPL down 52% vs campaigns from previous seasons.
Up to 120 parent enquiries per month at peak (June-August).
1 in 3 school visits converted into a firm enrolment.
Setup renewed, budget reallocated to top-performing segments.

For the first time, we started the school year with a visits calendar full of genuinely interested families. The 24-hour callback changed how parents perceived the school from the very first contact.
The school's managementPrivate school · Casablanca

FREQUENTLY ASKED QUESTIONS

Why launch a back-to-school campaign as early as May?: Because parents compare schools long before September. Families who enrol in the best conditions have often visited the school before July. Starting in May captures active demand at comparison time, with a lower cost per lead than in the August rush.
Does the virtual tour replace the physical school visit?: No, it prepares it. Served in retargeting to hesitant families, it reassures them about the facilities and naturally filters enquiries: parents who then book a physical visit arrive already convinced by the premises, and the conversation focuses on the educational project.
How do you get qualified leads rather than just clicks?: With a short but qualifying pre-registration form — requested grade level, entry year, contact details — and a phone callback within 24 hours. Callback speed makes the difference: a parent called back the same day is still comparing; a parent called a week later has often already chosen.
Does this setup work for other schools or other cities?: Yes, the mechanism is replicable: high-intent local queries, reassurance-driven social campaigns, immersive retargeting and fast callbacks. Volumes and costs vary with the city, local competition and intake capacity, but the capture → qualify → visit → enrol arc stays the same.