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Chapter 2 · The Invisible Report Card: How Mexican Families Choose a School

76% of people who search “near me” visit a place within 24 hours.

For decades, the first impression was the wall and the front gate. Today it’s a rectangle on a map: photo, rating, number of reviews and hours.

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76% of people who search “near me” visit a place within 24 hours. For decades, the first impression was the wall and the front gate. Today it’s a rectangle on a map: photo, rating, number of reviews and hours.
Source: Think with Google / SEMrush (local intent; “near me” searches that lead to a visit within 24 h; map pack dominance); Spinoza Estudio (Google Maps as the first point of contact)
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46% of Google searches are local, and 76% of people who search “near me” visit within 24 hours

46% of all Google searches have local intent. 76% of people who search “near me” visit a place within the next 24 hours. And the “map pack” shows three results: being there multiplies calls and visits compared with everyone else.

For decades, a school’s first impression was its wall, its front gate, its reception desk. Today it’s a rectangle on a map: cover photo, rating, number of reviews and hours. For schools, the Google Maps profile is often the first point of contact with parents, and almost no one at the institution manages it.

Search “private schools in [your area]” right now. Does your school show up? With photos from this year?

The data

The table behind the chart

FigureWhat it is
46%of all Google searches have local intent
76%of people who search “near me” visit a place within the next 24 hours
FigureWhat it is
3results in Google’s “map pack”: being there multiplies calls and visits compared with the rest
Source and method

Where it comes from

Source: Think with Google / SEMrush (local intent; “near me” searches that lead to a visit within 24 h; map pack dominance); Spinoza Estudio (Google Maps as the first point of contact).

Document. P1-02 · The Invisible Report Card: How Families Decide (July 2026), by SuperLeads. Every figure keeps its official or international source; when the source gives a range, the range is shown here. Methodology.

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This data point airs as a YouTube Short (in Spanish) on December 11 at 7:30 p.m. Mexico City time. See the series playlist

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← Previous6 months to choose a school: half the decision happens without the school knowingNext →Only 10% of Mexico’s students attend private school: the lowest share in Latin America

Keep going with the series

See all 26 data points
The lowest private school share in the region.
The Reality of Education · P1-03Only 10% of Mexico’s students attend private school: the lowest share in Latin AmericaWorld Bank (SE.PRM.PRIV.ZS) / UNESCO Institute for Statistics, 2022–2024
35% of households can afford private school. Only 10% enroll.
The Reality of Education · P1-0313.4 million households can afford private school, yet only 10% of enrollment is privateHouseholds and estimated monthly household income by level (MXN). AMAI 2024 NSE Rule across ~38 million househ
Peru: 10% can pay, 26% enroll.
The Reality of Education · P1-03Peru: 10% of households can pay and 26% go private. Mexico: 35% can pay, 10% enrollAPEIM, Niveles Socioeconómicos 2025 (levels A and B: 10.4% of Peruvian households); World Bank / UIS (private
Enrollment X-Ray

And your school — where does it stand?

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  • Your occupancy, conversion and cost per student, against your peers
  • How much money you leave on the table every cycle, in numbers
  • What to change first, in order

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The SuperLeads system

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