Education performance marketing follows the admission calendar. Google Search catches students comparing courses and institutions, Meta and YouTube reach students and parents earlier, and reporting follows each enquiry through to application and enrolment.
How Google and Meta work together for schools, colleges and course providers
| Job | Meta | |
|---|---|---|
| Comparing students | Search by course, location and exam or eligibility terms | Not the lead channel here |
| Early awareness | YouTube student stories and campus videos | Reels and video for students and parents, ahead of admission windows |
| Deadline push | Search and remarketing around application dates | Reminders to people who enquired but did not apply |
What makes this industry different
Demand comes in seasons, so budgets that stay flat waste money off-season and run short at the deadline. The person who clicks may not be the one who pays, and counsellors decide much of what happens after the form.
What to track
- Sync enquiry, counselled, applied and enrolled stages from your CRM
- Report by course, since fee and margin vary widely
- Compare intake cycles year on year rather than month on month
The numbers we report on: Cost per application, cost per enrolment, enquiry-to-enrolment rate and fee value by course.
Platform and legal rules to plan for
Be careful with claims about rankings, placements and salaries, as these need evidence. If you advertise to anyone under 18, check age limits on both platforms, as targeting is restricted. Some countries also regulate how institutions may advertise.
Common mistakes
- Starting ads too close to the deadline, when competition is heaviest
- Promoting the institution rather than the specific course
- Treating all enquiries as equal across courses with very different fees
From our work with schools, colleges and course providers
Common questions
When should an institution start admission ads?
Before your application window opens. Earlier campaigns build awareness and lists, and search budgets should increase as deadlines approach. Use your past intake data to set the timing.
Should we target students or parents?
Often both, with different messages. Students usually respond to course and campus life, parents to outcomes, fees and safety. Check age rules when reaching younger audiences.
What is a realistic metric for education ads?
Cost per enrolment by course. Cost per enquiry is useful earlier in the season, but it can reward cheap enquiries that never apply.