Here’s the Big Change when it Comes to Google Ads for Schools
Google has updated its ad policies, introducing new Google landing page requirements for school ads. Now, every ad must lead to a landing page that matches the ad copy and delivers on its promise. If a parent clicks an ad for “rigorous academics,” they expect to see how your school delivers on that promise—not a generic homepage or a welcome letter from the Head of School. They want to see your academic structure, curriculum details, student outcomes, and alumni testimonials.
According to Google’s official advertising policies, “Your landing page should offer relevant, useful, and original content and be directly related to your ad text and keyword.”
Why Schools Need to Take Notice
If your landing page does not align with your ad, Google may stop serving your ad or decline it altogether. In some cases, if you have opted into Google’s Final URL Expansion, Google may send users to a different page on your site that it deems more relevant.
The bottom line: Google is prioritizing the user experience and expects your ads and landing pages to work together.
Let’s take a look at the image below mapping out a user experience after clicking the ad stating “now accepting applications for 26/27 for grades 2-4.” Upon clicking the ad, the user lands on a page about BEAR Core Values at the school. The user who was looking to learn more about the school’s education and environment for students in grades 2 through 4 will likely bounce.
A high bounce rate often signals that users didn’t find what they expected after clicking an ad, suggesting a disconnect between the ad and the landing page. While bounce rate alone isn’t a direct factor in Google’s ad ranking, Google does assess landing page experience. If the page doesn’t deliver on the ad’s promise, Google may lower the ad’s Quality Score, which can reduce visibility, increase costs, or even lead to ad rejection if the experience is especially poor.
What This Means for School Marketing Teams
- Make sure every ad campaign has a dedicated landing page that matches the ad’s message.
- If your ad highlights “STEM program open house,” the landing page should provide details about your STEM program and a way to sign up for the open house.
- Avoid sending families to your homepage or a generic page. Instead, give them the specific information they are looking for, along with clear next steps like registering for an event or downloading a viewbook.
- Share real results. Include curriculum details, testimonials, and outcomes that support your ad’s promise.
Next Steps for Private and Independent Schools
- Review your current ads and landing pages. Are they aligned? If not, update your landing pages to match your ad copy.
- Build flexible landing pages for each campaign topic, such as academics, admissions, events, tuition, and campus life.
- Track how families interact with your pages. Look at engagement metrics like scroll depth, video views, and clicks on important links to see what resonates.
Coming soon: The Top Landing Page KPI’s Schools Should Track
Providing a Better Experience for Families
These updates are an opportunity to give prospective families the information they want, right when they want it. By aligning your ads and landing pages, you’ll create a more welcoming and connected experience for families exploring your school. Gone are the days of quick bounces from the homepage because prospective parents didn’t want to dig for the information after showing interest in particular information.
Why does Google require a unique landing page for each ad in school marketing campaigns?
Google wants each ad to lead users to a page that matches the ad’s promise. For schools, this means that if you advertise a specific program, event, or open house, the landing page should provide detailed, relevant information about that topic, improving user experience and ad performance.
How do dedicated landing pages help schools attract more prospective students?
Dedicated landing pages allow schools to tailor content to specific audiences or campaigns. This increases relevance, keeps visitors engaged, and can boost conversion rates on inquiries, event sign-ups, or contacting the admissions team.
What should a school include on a landing page to meet Google’s requirements?
A school’s landing page should have clear, relevant content that matches the ad, a strong call-to-action (like “Request Info” or “Book a Tour”), and fast load times. It should also be mobile-friendly and provide easy navigation for parents and students.
Can I use the same landing page for multiple school ads?
No, Google’s new policy discourages using a generic page for different ads. Each ad should link to a landing page that specifically addresses the ad’s topic, such as a particular grade level, program, or event.
How do landing pages impact my school’s ad quality score and visibility?
Landing pages that closely match ad content can improve your Google Ads Quality Score, which may lower your cost-per-click and increase your ad’s visibility in search results.
What are some best practices for school landing pages under Google’s new rules?
Use clear headlines, authentic images, concise information, and FAQs that answer common parent/student questions. Make sure the page loads quickly, is optimized for mobile devices, and has a clear CTA or next step.
Missy Speyrer came to Truth Tree after 8 years at an independent school in South Louisiana. From branding and marketing to social media and auxiliary programs, she is no stranger to working alongside a lean team to get too much done in too little time.
Now, she curates insightful content to support school marketing teams until they’re ready to bring in the Truth Tree team to support enrollment success.