Case Study: Bancroft School boosts website traffic and conversions with Finalsite paid search and social ads

How Bancroft School Grew Website Traffic using Online Paid Search and Social Media Ads

Bancroft School, a Pre-K–12 independent day school in Worcester, MA, needed to shift from traditional print advertising to measurable digital marketing so prospective families could more easily find them via search engines. The marketing and admissions teams faced the challenge of identifying the right keywords and convincing decision makers to invest in an ad budget that would support enrollment goals and deliver trackable ROI.

With Finalsite’s guidance they implemented keyword-driven PPC and social media ad campaigns that Finalsite managed end-to-end. The results included a higher-than-competitive click-through rate and quality score (CTR ~17% higher; quality score 5.9 vs. 5.2), plus strong social ad performance: 481 sessions, 174 conversions, 45% new users, and a Facebook reach of about 18,700 (with 3,200+ Twitter impressions). The move to digital delivered measurable traffic, improved engagement, and justified reallocating budget from print to digital channels.

Bancroft School

Julie O'Malley

Director of Marketing & Communications