Background
Lycée International de Londres Winston Churchill is an award-winning bilingual international school in Wembley, London. Built on a foundation of academic excellence and cultural diversity, the school offers students a globally recognised education, winning ISA Senior School of the Year in 2022.
Like many schools, LIL competes in a highly competitive environment where visibility, open day attendance, and brand awareness directly influence admissions.
The Problem
When we first partnered with Lycée International de Londres Winston Churchill, their digital marketing had clear untapped potential across both paid and organic channels.
PPC campaigns were not following best practice structures
High intent keywords used by prospective families were being missed
Campaigns were too broad, limiting targeting precision and budget efficiency
Landing pages were not aligned with specific search intent
Organic visibility was inconsistent, with gaps across key admissions and location based searches
Content lacked short form, high impact creative to support performance campaigns
The result was a disconnect between how parents search and how the school was showing up, both in ads and in organic results.
How Floom Creative Responded
We rebuilt the strategy from the ground up, aligning paid media and SEO into one unified search framework.
At the core of this was a shared keyword and intent model. The same keyword clusters used to structure Google Ads campaigns were used to define SEO landing pages, ensuring consistency across paid and organic search.
Search and SEO Strategy
We developed a structured keyword map based on how prospective families actually search, including:
• international school London
• French curriculum London
• IB schools London
• private school Wembley
• school open day London
Each keyword cluster became:
• a dedicated Google Ads ad group
• a focused, high intent landing page
• a core SEO target page
This approach ensured:
• stronger Quality Scores and lower cost per click in paid campaigns
• clearer site structure for search engines
• improved rankings for high intent keywords
• better alignment between search query, ad, and landing page
We also expanded content across key areas:
• admissions and open day pages
• curriculum specific pages such as IB and bilingual education
• location based landing pages
• supporting blog and informational content for parents
All pages were structured to perform in both traditional search and AI driven discovery, improving visibility in platforms like ChatGPT and Google Gemini.
Google Ads
We restructured the entire account to mirror this keyword strategy.
Campaigns were segmented by:
• keyword intent
• location
• audience type
• device
• age demographics
• time of day and term dates
This enabled highly targeted campaigns around key conversion moments such as open days and application deadlines.
Each ad group was tightly aligned with a specific landing page, improving relevance, conversion rates, and overall efficiency.
Meta Ads
We developed quick, engaging 15-second video ads tailored to social platforms. These creative assets focused on capturing attention and driving parents to attend open days. Some of the different ads we have created are shown below.
Audience Strategy
By combining awareness campaigns with precise retargeting, we ensured LIL stayed top of mind for prospective families throughout the decision-making journey.
The Results
The results have been transformative for LIL’s admissions strategy.
- Over 800 new students enrolled since 2021
- More than £15 million in additional revenue generated
- Consistently strong open day attendance driven by paid media
- High ROI across both Google and Meta ad campaigns
2025 Results May-August
LIL has been able to scale its admissions consistently, reinforcing its position as one of London’s leading international schools.
What Next?
Floom Creative | B Corp Certified
We specialise in creating narratives for brands, nonprofits and charities that have their values rooted in environmental and ethical consciousness. By communicating your vision through visual storytelling and performance marketing, we can help your brand to flourish.
Let’s talk! We’d love to help you with your sustainable storytelling. Contact us now.
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