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I break down effective display strategies that raise awareness and still drive meaningful clicks.
When parents in Singapore research preschools, tuition centres, or enrichment classes, the first impression often happens online—not at the school gate.
Google Display Network (GDN) gives schools the power to stay visible across the web: on parenting blogs, local news sites like Mothership.sg, and lifestyle portals such as The Smart Local (DA 70+).
👉 For education providers, this visibility builds trust before enquiry. And that’s not just branding fluff. In Singapore, parents compare at least 3–5 options before shortlisting, meaning the school that “stays top of mind” wins.
Stat Check: Google found that 97% of parents research online before enrolling their child. Branding campaigns ensure your school shows up in those micro-moments.
The Google Display Network covers over 2 million websites, apps, and videos where your ads can appear. Instead of waiting for parents to search (“tuition centre near me”), you push brand exposure proactively
Schools can use:
• Responsive display ads → auto-fit banners across placements
• Custom audiences → target parents based on interests like “early childhood education”
• Local radius targeting → show ads only within 5–10km of your centre
• Result:
• 1.2M impressions
• 8,500 clicks (CTR: 0.71%)
• Cost-per-click (CPC): $0.35
• Leads generated: 142 (cost-per-lead: $63)
👉 Benchmark comparison: Tuition & preschool campaigns on search often see CPCs of $3–$6 in Singapore. GDN brought visibility 10x cheaper while still generating meaningful leads.
Connect with our expert team to transform your enrolment process with proven digital marketing strategies that deliver real results.
Connect with us! →One trap many schools fall into is treating GDN as “cheap search.” It’s not.
• Search ads = high intent (“best preschool in Bishan”)
• Display ads = broad awareness, soft interest
The real power comes from layering:
• Use GDN for branding → build recognition
• Retarget with search + lead forms → convert when parents are ready
This hybrid approach avoids the mistake I wrote about in Boosting CTR Doesn’t Always Mean Boosting Revenue.
Parents don’t respond to generic stock photos. Highlight:
• Smiling children in actual classrooms
• Teachers engaging in play-based learning
• Local context (e.g., “Trusted by Toa Payoh families for 15 years”)
• In-market audiences: “Preschool,” “Childcare services”
• Custom intent: Parents searching “best tuition centre in Singapore”
• Demographics: Age 28–45, households with children
Nothing kills branding like spamming parents. Keep frequency to 3–5 impressions per day per user.
Target families in Pasir Ris, Toa Payoh, Bukit Timah—and mention this on landing pages for Google relevance.
Many principals ask, “If GDN clicks cost $0.35, why not spend all budget there?”
👉 Because most of those clicks are upper funnel. Without remarketing + proper tracking, you’ll see vanity metrics, not enrolments.
(See also: The Hidden Reason Agencies Push Vanity Metrics).
Parents may click an ad today, then enquire weeks later after Googling again. If you don’t track correctly, you’ll undervalue GDN’s impact.
👉 My article Why Your Agency Might Not Want You to Understand Attribution dives deeper.
Some schools set radius = 2km only. But in Singapore, parents often travel 20–30 mins for quality education. Overly tight targeting reduces reach.
• High CPC industries: Education CPCs often exceed $5 on search in Singapore. SMEs see GDN as the “cheap escape,” but forget about conversion lag.
• Cultural buying behaviour: Parents are risk-averse and rely heavily on peer reviews and brand familiarity. Branding isn’t optional—it’s cultural.
• Budget pressure: Many schools spend <$3k/month, so they’re lured by “cheap clicks” instead of sustainable brand-building.
This is why a blended strategy—search + display + remarketing—is critical.
Campaign Type | Avg CPC (SGD) | CTR (%) | Conversion Rate (%) | Notes | Google Search (Education) | $3.50–$6.00 | 3.2 | 5.0 | High intent, high cost |
|---|---|---|---|---|
Google Search (Education) | $3.50–$6.00
| 0.5-1.0 | 1.5 | Cheap reach, branding-focused
|
Facebook Lead Ads
| $1.20–$2.00
| 1.1 | 3.0 | Mid funnel, strong for remarketing
|
Source: ThriveMediaSG internal data from 2024–2025 tuition & preschool campaigns
Google Display Network isn’t about cheap clicks—it’s about brand staying power.
For schools in Singapore, where competition is fierce and parents are discerning, GDN helps ensure your brand is remembered when the final decision is made.
Answers to common questions about CPC, ad platforms, and outsourcing for education marketing.
Not sustainably. Bid adjustments can give short-term relief, but without fixing Quality Score, keyword targeting, and ad relevance, CPCs creep back up.
No. CPC is one metric—what matters is CPE (Cost per Enrolment). Some clicks cost more but convert at higher rates.
Not necessarily. Facebook can deliver lower CPCs, but parents browsing casually may not be ready to enquire. Google Ads reach parents actively searching.
Yes, but be careful. Many agencies optimise for vanity metrics (like CTR), not enrolments. 👉 See the hidden reason agencies push vanity metrics.
Yes, it helps schools build trust and awareness before parents enquire.
Clicks can cost as low as $0.30–$0.50 compared to $3–$6 on search.
Use it for branding + remarketing, not as your only lead channel.
Our team consists of seasoned digital marketers, bringing years of hands-on expertise driving results for SMEs and enterprises throughout the APAC region.
from first click to final sale—across Meta, Google, TikTok, YouTube, and your CRM so you can see what’s working and what’s not.
Your videos, landing pages, ads, and data are aligned under one strategy no more juggling vendors.
Budgets shift based on real-time performance, not monthly meetings.
Leads and traffic you already have get optimized for higher ROI and less waste.
Clear reports, honest feedback, and no jargon—even when results aren’t perfect.
Digital Marketing isn’t just about running ads—it’s about turning data into visible growth.
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