Digital Ad Campaigns

That deliver conversions and leave their mark

Birdville ISD, a large school district in Texas, found itself navigating a familiar challenge: declining student enrollment. Together with my team, I partnered closely with the district to craft a comprehensive campaign to build awareness and increase enrollment. As part of this work, I completed a social media assessment, auditing their social channels and providing robust recommendations. I also introduced Google Ads, targeting key audiences and including areas around daycares and parks. Over the duration of this campaign, the district saw:

• Pre-K enrollment increase by 292 students
• Open enrollment grow by 71 students
• Overall enrollment exceed projections by 192 students
  

These enrollment gains represented an estimated $1.9 million in additional revenue for the district. Spending just $6,000 in advertising, Birdville ISD's return on investment more than covered the cost.

The district partnered with me again for a Google Performance Max campaign, which received 1.4 million impressions and over 37,000 link clicks, delivering even more enrollments and additional revenue for the 2026-27 school year.

Like many public school districts, Northside ISD was suffering from declining enrollment. The district began offering open enrollment in the 2025-26 school year to families who live outside of district boundaries. They came to my team to collaborate on a digital advertising campaign to get the word out and tell their story.

We partnered closely with district leadership to develop messaging, and I launched a successful Google Search campaign that highlighted the district’s selling points under the tagline “Excellence Without Boundaries,” with a focus on the new open enrollment offering. Northside ISD already had quality storytelling in its regular communications, including an informative and user-friendly website, so my role was to bring that to the forefront of prospective families’ minds and to the top of their Google searches.

The campaign ran for a short time during the summer of 2025, but the results were clear. 

The district enrolled more than 300 students through open enrollment for the 2025-26 school year, generating $2.7 million in revenue from this campaign alone – a monumental payoff for the investment in the campaign itself.

Following the success of the open enrollment campaign, Northside ISD partnered with my team for a strategic Win Back campaign, complete with a competitive analysis that I helped conduct.

iUniversity Prep (iUP) has mastered the ins and outs of virtual schooling since 2013. When other school districts in the state of Texas started offering virtual options in the wake of the COVID-19 pandemic, iUniversity Prep needed to set itself apart. As the #1 virtual school in Texas and the #2 best public online high school in the country, they had a strong message, but that message needed to reach the right people. 

My team developed profiles of learners that would choose iUP, whether it was a student athlete, an advanced academic, or a student that required extra support in a non-traditional learning environment. Building off of these profiles, we developed a microsite for prospective families, updated their main website, and I led the ad strategy, copy, implementation, and video editing to convert those families. 

The campaign was such a success that iUP closed their enrollment window early due to filling their seats. Applications increased by 25% from the previous year, information session attendees increased by 44%, families were added to their waitlist, and awareness of iUP's brand reached more people than ever before. 

Amid a nationwide teacher shortage, 27J Schools in Colorado sought to attract top classroom talent to its growing district. With a four-day work week in a community nestled at the foot of the Rocky Mountains just outside of Denver, the district had a unique opportunity to appeal to a demographic that would thrive in that setting. They just needed to reach and captivate them.

This work needed to be divided into two buckets: a paid advertising campaign and organic content. I targeted educators and educators-to-be in surrounding states, leveraging the robust targeting capabilities of LinkedIn and Google Search. I also worked with 27J’s team to highlight urgently needed positions, boosting a new LinkedIn ad each week that linked to a posted job. 

I used a more professional tone in the paid ads while emanating fun and humor in organic social media posts – a real “business in the front, party in the back” approach.  In addition to the strategy and copy for the paid ads, I created short-form videos for the social platforms most likely to engage the job candidates 27J needed. 

The localized ads reached more than 185,000 users on LinkedIn and showed across Google Search screens more than 54,000 times. During the campaign, the landing page received more than 64,000 page views from more than 8,800 unique visitors.

Our organic social media posts garnered positive comments and widespread organic reach, with one video going semi-viral, receiving 169K views.

The humorous short-form videos excited potential applicants and brought 27J visibility both in and out of state, while the paid ads targeted certified professionals. Most importantly, the district was able to fill its staff vacancies ahead of the new school year. Since this campaign, 27J Schools has continued to use culturally relevant, humor-based content to reinforce their identity and reach new talent online.