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St. George's British International Schools
Digital Marketing
How St. George's Schools boosted enrolment with Digital Marketing

Reviving Legacy Campaigns 

St. George's British International School is a leading international school group with campuses in Cologne, Duisburg, and Munich. Approaching their 40th anniversary, each school serves 800–1,000 students aged 2–18 across three locations. With students of 50+ nationalities, St. George's boasts a diverse and globally minded learning environment.

The Challenge

Having just refreshed their school websites, the rest of the St. George's digital marketing infrastructure had fallen behind the times. While word-of-mouth remained their strongest admissions driver, the team knew they were missing opportunities to reach their ideal families in Germany's competitive international school market. Key hurdles included:

  • Google Ads campaigns that hadn't been meaningfully updated in a decade
  • Limited marketing team resources and technical expertise
  • Inconsistent tracking and reporting on ROI to leadership teams

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OBJECTIVES

✓  Modernise ad campaigns
✓  Multi-campus strategy
✓  Improve measurable outcomes
✓  Increase visibility 
✓  Multilingual approach

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From Outdated to Outstanding
International School Marketing

After launching their new website with Ubiq, St. George's recognised their Google Ads needed a complete overhaul. "We didn't have the skills, experience, nor the time to do this big project alone," said Sally Lewis, Head of Marketing Communications.

Our comprehensive approach began with an in-depth audit, revealing stark findings: many ad formats were retired, outdated, or non-functional. We rebuilt their campaigns from the ground up with:

  • Strategic campaign restructuring
    Including developing bilingual ads for English and German-speaking families.
  • Modern multi-platform ads
    A strategy that paired capturing high-intent searches on Google Ads, with building brand awareness on Meta platforms. All with up-to-date ad formats including video.
  • Conversion rate optimisation
    Leveraging the powerful AMAISTM platform to create and test campaign-specific landing pages to enhance performance. 
  • Sophisticated targeting solutions
    With carefully pinpointed geotargeting for each of the three campuses, two primary languages, and varying USPs for each school. 
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Results That
Speak Volumes

By partnering with Amplify, for the first time in years, the St. George's marketing team could present concrete data to the school's leadership. 

A shift from "we think it's working" to "here's the evidence."

28% Reduction in CPC

The accounts' cost per click now sits at EUR 0.35. 

+73% Increase in clicks

With ads that are better aligned to the user's search intent.

>13% Click Through Rate

A surge in click-through rates that far exceeds the industry average for search campaigns.

Working with Amplify has taken our digital marketing to a completely new level.
What we had before was outdated and ineffective. With Amplify, we've been able to
spend our money better and get measurable results and impact.

Sally Lewis, Head of Marketing Communications at St.George's  School's

What's Next?

Sally credits much of the project’s success to the people at Amplify. From the beginning, the relationship was built on responsiveness, patience, and persistence. The agile, and consistent project team meant St. George’s never had to “start from scratch” when briefing, saving time and building trust.

Looking ahead the next chapter will be about refining, experimenting, and ensuring every marketing dollar continues to work harder.

If you're looking for Google Ads support, we're here to help your school get the most out of your adspend.

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