Hi Caroline,
We know you care deeply about what makes NGHS different. From the incredible investment in sport, to campaigns celebrating strong, brilliant girls like Jasmine, your pride in the school shines through.
But here's the thing: to a parent scrolling Facebook with a half-eaten sandwich in one hand and school search tabs open in the other, your ad might look... like everyone else’s.
That’s not a dig, it’s a pattern. We’ve analysed over 100 school ads running right now in the UK, and most sound eerily similar. Same phrases. Same format. Same promises.
So we built a simple test, just a mirror. A moment of reflection. If you passed your ad in the wild, would you know it was NGHS? Would a parent?
NGHS in the Wild
This is your current Meta ad. Let’s look at it through a parent’s eyes.
What’s Working
✅ On-brand values: The words "support" and "empower girls" echo NGHS’s mission and ethos.
✅ Timely urgency: “Limited spaces” + “Apply now” = useful nudge for late-deciders.
✅ Real students: Always better than stock photography.
What’s Getting Lost:
🔁 Same old script: Terms like “small class sizes,” “expert teaching staff,” and “academic excellence” sound reassuring — but also generic.
❌ The NGHS difference is missing: Where’s the energy of your sport centre? Where’s the fire of girls like Jasmine? Where’s the warmth of the staff you’ve so proudly championed?
👉 When we searched Meta’s Ad Library, we found over 250 other ads using “small class sizes” verbatim.
Without being too cringy - this causes something called paradox of choice. When every option looks the same, people don’t feel empowered. They feel overwhelmed. So they scroll past, not because they didn’t like what they saw, but because nothing stood out.