How to actually utilise paid ads for your dance school... 🤔

Feb 26 • Ads 📢

Great question from

"I was just watching your lesson "getting started with paid ads". Can I check - do you only ever have ads if they have a landing page and an offer? Not just a "come and trial" brand awareness type campaign?"

👉 Short answer: yes - paid ads should have an offer (even if that offer is a trial or download). If you run awareness-only ads, treat them as support for a conversion ad campaign, not a replacement.

'Offers' can include a range of things such as a free trial, paid trial, limited time trial like a 7-day class pass, a conversion event (trials in bulk), a free download (e.g. '10 ways dance and movement helps your pre-schooler to be school ready!'), a bundle offer, a themed seasonal package, a limited places available offer, 2 weeks free, discounted registration fee, added value bundles, VIP access, etc.

... but they can also be something that promotes "only 6 spots available - don't miss out" ...I like to approach ads with a 'testing mindset' first - your first campaign might not resonate or be hat people actually want, and if that's the case - test something else. When you find something that works - do more of that! 🤩

These are the types of ad campaigns to consider for dance schools:

1️⃣ Facebook / Instagram Lead Form (best for beginners)

What it is - people fill a form inside Facebook/Instagram (no website needed and no need to install and optimise the Meta pixel anywhere else), and then you have their contact details to follow up, convert, upsell, and retarget.

2️⃣ Lead → External Form (Website/JotForm / Cognito / MailerLite)

What it is - the ad sends people to form. This still gets you their contact information but there is more tech required in setting up the Meta pixel for better performance.

3️⃣ Sales / Purchase Campaigns

What it is - the ad drives to a booking page where payment is made online without creating an account. This type of campaign can be really powerful... correct Meta pixel setup is a must!

4️⃣ Awareness / Engagement Ads

What they do - increase eyeballs, social proof and profile visits; they are not optimised for users to take action, but can be great for training your ad account and pixel on who your target audience is.

I'd love to hear from the community what has worked for you in paid ads 👇

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