Managing paid social ads for Saratoga Central Catholic School’s open house events required a strategic approach to maximize a limited advertising budget. Through testing and analysis, I identified the most effective content and targeting strategies to drive engagement and conversions.

I found that authentic, student-led videos shot on an iPhone outperformed polished productions. To ensure clarity and impact, I wrote concise scripts that delivered key messages without losing viewer attention. These ads consistently achieved a low cost per click of $0.35 and played a direct role in increasing attendance, with every open house reaching at least 95% of our tour capacity (20 families per night).

Additionally, I fine-tuned audience targeting to focus on the true decision-makers—parents in their 30s and 40s from our top enrolling school districts. By leveraging data-driven insights and refining creative approaches, I ensured that our ads reached the right audience efficiently, strengthening our recruitment efforts.