Performance Marketing for Pear Tree School’s Yaletown Campus

Process & Approach:

• 3-Phase Digital Campaign:
  We launched a phased approach:
  1. Awareness & Announcement: Google Performance Max and Meta ads (Facebook, Instagram) spotlighted Pear Tree’s theme-based learning, chef-prepared meals, and small class sizes, targeting parents within 5km of the new Yaletown campus.
  2. Engagement & Consideration: Retargeting website visitors, running interactive Q&A and virtual info sessions, and sharing testimonial videos to build trust.
  3. Conversion & Enrollment: High-intent PPC search ads reached families searching “private schools Yaletown,” with calls to book tours or submit applications as they considered the new campus.
• Precision Audience Targeting:
  Our paid media specialists used geographic and interest-based targeting to reach progressive, education-focused parents in the area around the new campus.
• Conversion Optimization:
  We built landing pages optimised for lead generation, streamlining the path from click to inquiry with clear CTAs and engaging content.

Industry:

• Education, Private School, K–8, Camps

Services Provided:

• PPC Campaign Management
• Paid Social Media Marketing
• Web Analytics & Reporting
• Strategic Campaign Planning

Key Challenges & Solutions:

• Challenge: Limited brand awareness and a highly competitive private school market in downtown Vancouver.
  • Solution: A multi-channel awareness campaign presented Pear Tree’s learning approach and campus offer to local families across paid search and social placements.
• Challenge: Only 4 months to fill a brand-new campus or risk a major financial loss.
  • Solution: A phased campaign rollout combined creative testing with budget reviews, so the team could adjust the ads and spend within the available four-month window.
• Challenge: Needed to differentiate from “old-school” private schools and attract modern, values-driven families.
  • Solution: Messaging centred on theme-based learning, healthy meals, small class sizes, and testimonials, aligning with the values of today’s parents.

Campaign Results and How to Read Them

The campaign report distinguishes delivery metrics from the potential value of future enrollments. Those measures answer different questions.

Reported campaign measures

• Campaign period: four months.
• Media spend: $18,900, reported as 40% below the planned budget.
• Lead conversions: 49.59 reported conversions, at approximately $381 each.
• Impressions: 503,000+.
• Clicks: 8,050, with a reported click-through rate of 1.6%.
• Website users: 11,341.

Projected tuition value is not realized ROAS

The report models $1,190,160 in potential tuition value. Dividing that projection by $18,900 in media spend gives roughly 63 times spend. That is a modelled pipeline-to-spend ratio, not confirmed enrollment revenue, profit or realized ROAS. It depends on inquiries becoming enrolled, paying students.

The report does not establish realized enrollment revenue or a realized return on ad spend for this campaign. A financial-return calculation would also need the agreed revenue, cost and attribution basis. Reported conversion counts should be reconciled with unique inquiries and confirmed enrollments before making those claims.

What another school can take from the work

Define the local audience and the next enrollment action before the campaign starts. Make the school’s offer clear, connect ads to the landing page, and keep inquiry and enrollment tracking separate. That lets the team assess both demand generation and the admissions work that follows.

Explore our paid media services, compare the published management packages, or read the separate Pear Tree Camps case study. The camps campaign has a different scope and reporting period.