Let’s analyse some school Meta ads and see what we can learn about creating great school content.
Caveat: There’s no fault-finding here, only fact-finding!
The good
One focus – Great transport connections.
Areas to improve
8 photos plus a background is pretty overwhelming. One amazing photo is much more likely to ‘stop the scroll’. Bonus points if the image connects to the focus.
What you can learn
Keeping your marketing and advertising to one ‘point’ or differential is a great idea. Just make sure you carry that through the entire piece of content (copy, headline, media).
The good
Big, easy to read text. This is a great example of an attention grabbing text-on-image.
Areas to improve
If we’re thinking about the enrolment journey and moving parents from Research to Enquiry, then I’m wanting just a little more depth to the statement ‘Values, Faith, Academics’. What’s compelling me to take action? The key differential of the school would be a great addition.
What you can learn
If you have articulated your school’s unique value or differentials, then keep sharing that at every opportunity.
The good
So much good about this ad. One main focus. Clever, attention-grabbing headline and a photo that speaks to the FEELING – freedom, practicality, flexibility.
Areas to improve
There’s not much I’d change about this ad.
What you can learn
This is a great example of how good brand strategy can inform good creative output. It makes it so much easier to align copy and imagery to create a specific ‘feeling’. Get your brand strategy sorted!
The good
I like the acknowledgement of limited places and that enrolments are already taking place for 2026. This is a good way to give parents transparency about demand while helping to drive a sense of urgency (as long as it’s true).
Areas to improve
Cutting 80% of the copy out of this ad would improve it significantly. I want to highlight the paragraph in the image as an example of some very highly-sanitised educational speak.
What you can learn
Speak to parents, not educators. If your differential is holistic education, you can say that in a few words, for example: “A space for children to grow into all that they could be”
The good
Well done to Melbourne Girls Grammar for effectively transitioning parents along the enrolment journey from Discovery to Research, with a guide that is genuinely valuable.
Areas to improve
This is a great ad – but I think it could be improved with a more attention-grabbing photo.
What you can learn
At the end of the day, ads (especially on Meta) need to ‘stop-the-scroll’. Like it or not, your imagery needs to pack a serious punch in this context, otherwise you’ll be lost in the sea of content.
The good
Great to see video being used alongside some clear, attention-grabbing copy.
Areas to improve
I’d like to see a more compelling video thumbnail, and the video cropped to 1:1 or even portrait, to have a better chance of being watched.
What you can learn
Use video! It’s worth slotting a videographer into your annual marketing budget to capture some special moments that align to your school differentials. They’ll come in super handy for engaging ad content.
What you can take away from this analysis
- 1. Keep it simple
- 2. Keep your differentials or unique value front and centre always
- 3. Connect with the questions, hopes and dreams of parents. That’s at the heart of parent experience-centred school marketing!
