Student recruitment has moved online, and if you're still relying on word-of-mouth and local advertising alone, you're missing where prospective families actually spend their time - they're researching schools across multiple channels weeks before they ever attend an open day. Understanding how to show up at the right moments (particularly around open days) makes a genuine difference to your enrolment numbers.

How families research schools today

Families don't just find you through one channel anymore. They'll Google local schools, watch virtual tours on YouTube, check reviews on social media, and browse your website several times. Each interaction either builds confidence or raises doubts.

Gen Z students and their parents expect everything to be easy to find online. They're comparing schools side by side and making quick judgements about whether you're worth visiting. Your digital presence isn't just part of your recruitment strategy anymore - it is your recruitment strategy.

Open days are where it happens

Open days convert interest into applications. That's the moment that counts. But the window is tight. Families plan their visits weeks ahead, researching multiple schools and booking several open days in quick succession.

This is exactly where seasonal spend matters. Schools that concentrate their budget around key open day periods consistently get better returns than those spreading it thinly year-round. When families are actively deciding which schools to visit, that's when you need to be visible.

Why we use Performance Max for open days

Performance Max campaigns work well for promoting open days because they don't just rely on people searching specific terms. They distribute your message across Google's entire network (Search, Display, YouTube, Gmail, and Discover).

We've found that Performance Max reaches a much wider audience than Search Ads alone and drives better conversion rates. Families aren't just typing "schools near me" into Google; they're watching education content on YouTube and reading parenting forums. Performance Max puts you in front of them wherever they are.

The main advantage is that it optimises towards your specific goal (open day bookings, enquiry forms, prospectus downloads) across every channel at once. You're actively reaching families while they're in research mode, not just hoping they stumble across you.

Why repeated exposure matters

Look at a typical journey: a parent searches for local schools and sees your ad. They click through to your website, browse, but don't book anything. Over the next week, they see your Display ads while reading news sites, come across a YouTube video about your school, and get an ad about your upcoming open day in their Gmail.

By the time they're ready to book visits, your school feels familiar. They've seen you multiple times in different contexts. This layered approach works because choosing a school is a big decision. Families need that repeated exposure before they commit.

Timing your budget

When planning activity around open days, it’s worth allowing sufficient lead time for families to become aware and factor dates into their plans, while maintaining visibility as they move through the decision-making process. Interest and engagement often build as the event approaches.

For schools that host multiple open days throughout the year, focusing activity around these key moments - rather than spreading effort evenly at all times - can help ensure investment is aligned with periods of highest intent.

What to actually track

Of course, you should track clicks and impressions, but what really matters is open day registrations from specific campaigns, cost per registration, and - most importantly - conversion rate from attendee to applicant.

Performance Max gives you detailed reporting on which channels perform best. You might find YouTube generates broad awareness while Gmail ads convert better for actual bookings. That's useful insight for refining your next campaign.

Why this approach works

Schools that get this right have a real edge, but it's not about gaming the system - it's about making it easier for the right families to discover what makes your school worth visiting. The key is concentrating your budget around the moments that actually matter. When families are actively deciding which schools to visit, you need maximum visibility. Everything else is just noise.