At our feederish private HS, there is a well-resourced, well-staffed college counseling office that is separate from the academic counseling system. The counselors usually have experience doing admissions for colleges.
They start off just offering some general information and hosting some broad information sessions. In the middle of junior year, each kid is assigned to a specific counselor, but they keep doing some group events as well. The initial one-on-one meetings are just the kid and the counselor, and then they start offering to have some family meetings as well. But mostly it is about the kid, and they can schedule their own appointments or just drop by the office.
They provide lots of guidance on timelines, testing plans, need-based aid, merit scholarship opportunities, recommendations, essays, interview prep, and so on. But the initial focus is on developing a highly customized application list, and they will discuss options with the kids, suggest possible visit plans, and so on. They use College Kickstart as the initial platform for exploring options, roughly categorizing schools as Likely, Reach, and Target, and getting kids familiar with what a good list might look like. Eventually they transition over to SCOIR for the actual application phase.
The spring of your junior year they will encourage you to line up your recommenders.
We have a high faculty to student ratio and different kids like different teachers, so usually it is not a problem getting the recommendations you want as long as you ask early enough and they think they would be able to give you a good recommendation. They will encourage you to work on some drafts of your main Common App essay over the summer.
The college search process usually continues into senior year. People are still visiting, there is a college fair, reps visit, and so on. However, some early apps (like, say, to Pitt) are also happening.
Once you decide to apply, you let them know in SCOIR in a timely fashion, including if you are applying by a certain early deadline, and they handle all the paper pushing they are responsible for doing. They will also read and comment on essays and activity descriptions, and can also bring in faculty to help. As long as you keep them informed of your application plans, they will make sure it gets done. They do get busy, though, particularly in the season between the ED1/REA/SCEA decision notifications and ED2/RD application deadlines, when lots of kids seem to end up scrambling a bit (although they do try to prepare kids for that period).
We felt EXTREMELY well taken care of. Of course there were many things we still had to do and think about as parents, but we felt both the guidance and administrative support our S24 got was excellent.
My sense is when it does not go as well, it is usually because the parents do not track along smoothly with the program. Maybe sometimes they do not because they do not have a lot of time and energy they want to devote to college stuff. I gather sometimes, though, they do not agree with what the college counseling office seems to be suggesting would be a good approach for their kid, so they do something different. And I think the college counselors can in fact sometimes be pretty blunt about explaining why it doesn’t make sense for this kid to apply to a certain college when the parents might believe otherwise.
But it is not like they will not give those kids all the necessary administrative support anyway. But there can be some tension and discontent parents.
I think those are definitely the minority, though. Most parents I talked with were also happy with the process.