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I reveal lessons from running preschool campaigns: clicks don’t always equal conversions.
If you run ads for preschools, tuition centres, or enrichment classes in Singapore, you’ve probably wrestled with the same debate: Should I use carousel ads or video ads to reach parents?
It’s not just a creative choice—it’s a performance decision. Every dollar counts in high-CPC industries like education, where keywords and clicks are costly. Based on my campaigns across preschool and enrichment accounts, I’ve seen parents respond differently to carousels and videos, depending on context, targeting, and even cultural buying behaviour in Singapore.
This article breaks down real-world benchmarks, case studies, and lessons from education marketing campaigns. And if you’re building your overall strategy, check out my Main article on Facebook & Instagram Ads for Education Marketing.
Carousel ads let schools showcase multiple images or messages within a single ad unit. For preschools, this might mean:
• Photo of classroom facilities
• Teacher introduction
• Parent testimonials
• Highlight of curriculum or enrichment program
Pros:
• Multiple entry points for parents to click
• Works well for showing breadth of offerings
Higher engagement when parents want details
Cons:
• Lower completion rate compared to video storytelling
• Can overwhelm if copy or images lack consistency
Video ads lean on narrative. A 15–30 second ad can show a child’s daily journey in a preschool, or highlight parent satisfaction in a way static images can’t.
Pros:
• Emotional storytelling—parents feel the experience
• Stronger completion-to-conversion correlation
• Better brand recall
Cons:
• Higher production cost
• Drop-off rates if the first 3 seconds fail to grab attention
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Connect with us! →Based on Meta Ads benchmarks across preschool and tuition accounts:
• Carousel ads: Higher CTR (2.3–3.8%) but lower enrolment conversion.
• Video ads: Slightly lower CTR (1.9–2.7%) but stronger lead quality.
In one campaign targeting parents in Singapore’s East region, carousel ads drove 40% more clicks, but video ads delivered 28% more confirmed enrolments.
This echoes the findings from my earlier article, Preschool ads: high CTR vs high enrolments, where I explained that clicks don’t always translate into actual school visits.
A tuition centre in Tampines ran two campaigns:
• Carousel campaign (budget: $1,500): 500 leads at $3 CPL, but only 15 enrolments.
• Video campaign (budget: $1,500): 320 leads at $4.70 CPL, but 29 enrolments.
The conclusion? Lower CPL looks attractive, but cost per enrolment told a different story—video ads had almost double the conversion efficiency.
This lines up with my breakdown in How to track cost per enrolment, not just CPL.
Singaporean parents tend to be cautious and risk-averse when it comes to education decisions. They want both trust signals (facilities, teacher credentials) and emotional connection (child’s happiness, success stories).
• Carousel ads: Satisfy rational evaluation (“Show me multiple options, details, curriculum”).
• Video ads: Build emotional trust (“I can imagine my child in this school”).
The balance of head vs heart means schools often see better final enrolments from video-driven campaigns, even when carousel ads appear cheaper at first glance.
This cultural angle mirrors my analysis in TikTok vs Meta Ads for millennial parents.
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SMEs often fall into the carousel vs video trap because:
• High CPC industries: Tuition and preschool clicks are some of the most expensive in Singapore.
• Short attention spans: Parents juggle work, childcare, and commute—ads must land fast.
• Risk-averse buying behaviour: Families value word-of-mouth and trust more than flashy ads.
This explains why SMEs overspend chasing cheap clicks, only to find low ROI.
• Top of Funnel: Use carousel ads to showcase variety and options.
• Bottom of Funnel: Use video ads to build emotional commitment.
Clicks and leads are vanity metrics unless tied to confirmed sign-ups. Use conversion tracking (see Conversion tracking for school enrolments).
Parents often take 2–3 touchpoints before committing. Pair video remarketing with carousel discovery ads. For proof, see Case study: tuition centre scaling with remarketing.
It’s not just a Singapore trend. A HubSpot study found video ads generate 66% more qualified leads compared to image-based ads across industries. Similarly, Social Media Examiner notes that carousel ads drive stronger engagement but weaker direct conversions.
These external references reinforce what local campaigns show: carousels catch the eye, but videos win enrolments.
If your school wants clicks, use carousels. But if your school wants confirmed enrolments, lean into video.
The smartest strategy? Use both—carousels for discovery, videos for storytelling, and remarketing to seal the deal. Always judge success by cost per enrolment, not just CPL or CTR.
Insights on which ad format delivers better leads and enrolments for education marketing.
Carousel ads usually deliver more leads at a lower CPL, but the leads are often less qualified.
Video ads typically convert better into confirmed school visits and enrolments.
Yes—because enrolment ROI is stronger, even if production costs are higher.
Yes, but with different funnel strategies: carousels for awareness, videos for conversion.
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