Google Ads for training providers
How do training providers fill intakes with Google Ads?
Colleges competing on intake dates. This page answers that question in full: the auction you compete in, what I change in the first thirty days, and how an engagement runs.
The auction
The auction in education & training
Demand comes in waves
Demand is not spread evenly through the year. It concentrates around intakes and application deadlines, and a flat monthly budget means underspending when people are actually deciding and overspending when they are not. Budget should follow the calendar, not the accounting period.
Course beats provider
Course-level intent is much stronger than provider-level intent. Almost nobody searches for a training organisation by name; they search for the qualification they want. Accounts structured around the institution rather than the courses end up bidding on vague terms and paying for people comparing options they will never take.
Enquiry is not enrolment
The gap between enquiry and enrolment is where most of the money is lost. Enquiry forms are cheap to generate in this sector, which makes the cost per lead look excellent right up until you check how many started a course. Unless enrolments are tracked back to the campaign, the account will optimise toward whichever course attracts the most curious browsers.
First thirty days
What I change first
- Budget aligned to intake dates rather than spread evenly
- Campaigns built per course or qualification, not per provider
- Enrolment tracked back to source, not just the enquiry form
- Domestic and international audiences separated
Named proof
Named proof
Paid social built to drive sign-ups to accreditation pathways, planned with the client before launch.
We achieved fantastic results.
How an engagement runs
01
Read the account
Search terms, wasted spend and whether the tracking is honest.
02
Cut the waste
Losing queries and dead campaigns go before anything new starts.
03
Rebuild structure
Campaigns rebuilt around margin, intent and geography.
04
Report plainly
One page a month. No jargon, no theatre.
I work with businesses spending$2,000+a month on ads
Management from $1,280/month. No lock-in.
Send me your account, or tell me where you're starting from. I'll tell you what's working, what isn't, or how to get going.
- where your spend is going to waste (if you're already running ads)
- whether your tracking is telling the truth
- the three fixes that matter most, or the right way to start if you're not running ads yet
He put together a really detailed audit and plan to optimise the account, and we saw profit improvements pretty much straight away after he took over.
Jason · Oz Loading RampsAlready running ads? I'll audit the account. Just getting started? I'll tell you what to set up first. Either way, it's free.