Options for PhD work after School Counseling Masters

[Grad25]

A little background.  I applied to my undergrad institution for the Marriage and Family (MFT)/Licensed Professional Counselor (LPC) degree last fall, but they only accepted two applicants, neither from our school having completed the counseling undergrad program--very unfortunate.  They don't give much feedback on how you can improve your application--also unfortunate.  I guess they expect you to figure it out yourself.  Anyway, I did a little soul-searching and decided to apply for the school counseling track of the same program this spring and was accepted.  I like kids and think school counseling could be a good fit, however I have some concerns.  One of those concerns is how limited my options will be for PhD work.  Anyone else studying to become a school counselor?  Why do you like this particular field as opposed to other types of counseling, and what are the options for furthering education after Masters work?