DESS Dubai
Project Overview
DESS (Dubai English Speaking School) is one of Dubai's most established British curriculum schools, providing quality English-medium education from Foundation Stage through to Year 13. With a strong reputation built over decades, DESS serves a diverse international community of families living in and relocating to Dubai, making admissions outreach a year-round priority.
Pixelique Digital ran Google Ads campaigns to attract families relocating to Dubai and seeking quality British curriculum education for their children. The campaigns targeted parents at the exact moment of school search, when they were actively researching schools, comparing curricula, and booking enquiries, ensuring DESS reached high-intent prospective families before they committed to another school.
What We Delivered
Our Google Ads approach for DESS focused on admissions-driven campaigns that connected the school with relocating families at the right moment in their Dubai research journey:
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Admissions Search Campaigns, Built targeted Search campaigns around high-intent queries for British curriculum schools in Dubai, school admissions, and education for relocating families, capturing parents actively searching for schools and driving them toward open days and admissions enquiries.
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Relocation Audience Targeting, Targeted families in key expat source markets who were searching for Dubai schools while still in their home country, reaching prospective parents before they arrived in Dubai and had already committed to a school.
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Admissions Calendar Optimisation, Structured campaign intensity around DESS's admissions cycle, ramping activity before open days, key intake deadlines, and the summer relocation season when demand from incoming families peaks in Dubai.
Frequently Asked
We target families in expat source markets, the UK, Europe, North America, and the wider GCC, who are researching Dubai schools before relocation. By combining location targeting with search terms like "British schools Dubai" or "Dubai school admissions," we reach parents at the research stage, when they are most open to discovery and still deciding which school to enquire about.
Dubai schools see significant admissions activity from January through May as families plan ahead for the September intake, and again in July–August when last-minute relocations drive urgent school searches. We structure campaign budgets to match these peaks while maintaining baseline visibility year-round for families who relocate mid-year or outside the standard cycle.
For schools, we track enquiry form submissions, open day registrations, and phone call conversions as the primary metrics. Cost per admissions enquiry is the key KPI, we optimise campaigns to reduce this over time while maintaining quality. Longer-term, we work with the school's admissions team to connect campaign leads to enrolment outcomes.