Education and training
PPC for courses and training: timed to when people decide
PPC for education works when campaigns follow the enrolment calendar and are measured on applications and enrolments rather than prospectus downloads. We run Google Ads and Meta campaigns for training providers, colleges and course businesses, with a campaign per course or course group, landing pages that answer the questions people ask before they apply, and tracking from click to enrolment.
In short
- Campaigns follow the enrolment calendar
- One campaign per course group
- Measured on applications, not downloads
Not sure where to start? We review your account, tracking and landing pages first, in writing.
Education search follows a calendar
People look for courses at predictable moments: before the academic year, at the start of a calendar year, after redundancy or a career change, and before professional exam dates. A campaign that spends evenly all year pays for clicks in quiet months and runs out of budget when interest peaks. We plan budgets by month from your past enrolment data and the search trend for each course.
What people need to know before applying
- Start dates, duration and timetable, including evening, weekend and online options.
- Cost, funding options and payment plans where they exist.
- Entry requirements and whether previous qualifications count.
- What the course leads to: the qualification, accreditation or job it prepares for.
- How to apply and what happens next.
A landing page that answers those on the first screen converts better than a generic course listing, and it means the enquiries you get are from people who are ready.
Measuring the whole journey
A prospectus download or an open-day sign-up is an early step, not a result. We track each stage separately, from enquiry to application to enrolment, and where your system allows it, import enrolments back into Google Ads so bidding learns which searches produce students rather than browsers.
Meta for awareness and open days
Facebook and Instagram are useful for open days, short courses and reaching career changers who have not started searching yet. Search does the heavier lifting for named courses and qualifications.
Related
Where this connects
Meta Ads (Facebook and Instagram)
Prospecting, retargeting and creative testing on Facebook and Instagram.
Landing pages and CRO
The page the ad lands on, rebuilt and tested until more visitors become leads.
Analytics and tracking
GA4, Tag Manager, server-side tagging and enhanced conversions, set up so the numbers are true.
Google Ads management
Search, Performance Max, Display and YouTube, built around the searches that buy.
Questions people ask us
When should education PPC campaigns run?
Most heavily in the weeks when people decide: before term starts, at the new year and before exam or intake dates. Budgets should follow your own enrolment history.
What should an education PPC landing page include?
Start dates, duration, cost and funding, entry requirements, what the course leads to and how to apply, ideally visible without scrolling on a phone.
How do you measure education PPC?
By stage: enquiries, applications and enrolments, with enrolments imported back into Google Ads where possible so bidding learns from real students.
Is Facebook useful for course providers?
For open days, short courses and career changers, yes. For named qualifications people search for, Google search usually performs better.
Stop guessing. Start scaling.
Find out where your paid advertising is losing money and where the next profitable campaign is hiding. The audit is free and you keep it whatever you decide.