Google Ads Best Practices for Edtech Companies

📊 Quick Summary: What You’ll Learn

What: Comprehensive Google Ads strategies specifically designed for educational technology companies

Who: Edtech marketers, education consultants, online course providers, and SaaS education platforms

Why: Traditional advertising methods fail to capture qualified student leads in the competitive edtech space

When: Implement these strategies immediately to prepare for peak enrollment seasons and maximize 2025 ROI

How: Data-driven campaign structures, audience targeting, and conversion optimization techniques proven in education marketing

Introduction

The Problem: Edtech companies spend thousands on Google Ads but struggle with high cost-per-acquisition, unqualified leads, and campaigns that fail to convert prospects into paying students or subscribers.

The Reality: According to Google, education advertisers face 43% higher competition in search auctions than other industries, making inefficient campaigns devastatingly expensive. One misaligned keyword can drain your monthly budget in days without generating a single enrollment.

The Solution: This guide reveals 17 battle-tested Google Ads strategies that have helped edtech companies reduce cost-per-lead by up to 91% while dramatically increasing qualified conversions. Whether you’re promoting online courses, educational software, or tutoring services, these tactics will transform your paid search performance.

How Can Edtech Companies Structure Google Ads Campaigns for Maximum Performance?

The foundation of successful edtech Google Ads starts with strategic campaign architecture that mirrors your student journey and business model.

Campaign Structure Framework

Create separate campaigns for each stage of the enrollment funnel:

Awareness Stage Campaigns – Target broad educational keywords like “learn Python online” or “best coding bootcamps”
Consideration Stage Campaigns – Focus on comparison queries such as “Coursera vs Udemy” or “[Your Platform] reviews”
Decision Stage Campaigns – Capture high-intent searches including “[Course Name] enrollment” or “sign up for [Platform]”

Why this matters: Stakque’s data from working with education consultancies shows that segmented campaign structures reduce wasted ad spend by 37% compared to single-campaign approaches. Each stage requires different messaging, landing pages, and bid strategies.

Pro Tip: Create dedicated campaigns for different course categories or programs. A campaign promoting data science courses should be completely separate from one advertising business management programs, allowing precise budget allocation and performance tracking.

For strategic guidance on optimizing your overall digital presence, explore our performance marketing services that complement paid advertising efforts.

What Keyword Strategies Work Best for Educational Technology Advertising?

Keyword selection can make or break your edtech Google Ads performance. The education sector demands a nuanced approach to match queries.

High-Converting Keyword Categories

1. Program-Specific Long-Tail Keywords Instead of bidding on expensive broad terms like “online courses” (₹150-₹300 CPC), target specific program searches:

“machine learning certification for working professionals”
“part-time MBA programs Bangalore weekend classes”
“IELTS preparation online with personalized feedback”

These longer phrases cost 60-70% less while attracting students with clear intent.

2. Comparison Keywords Education buyers research extensively before committing. Capture them with:

“[Your Platform] vs [Competitor]”
“alternative to [Competitor Platform]”
“best [course type] besides [Popular Option]”

3. Pain Point Keywords Address specific student challenges:

“how to learn [skill] while working full time”
“affordable [certification] without student loans”
“fastest way to become [professional role]”

Critical Mistake to Avoid: Don’t bid on generic job title keywords like “data scientist” or “digital marketer.” These attract job seekers, not students, wasting 40-60% of your budget according to our campaign audits.

Implementation: Use Google Ads’ Keyword Planner and combine with actual search query reports from existing campaigns. Our edtech SEO case study demonstrates how keyword research across both organic and paid channels generates a 3x improvement in lead quality.

How Should Edtech Companies Target and Segment Their Google Ads Audiences?

Precise audience targeting separates profitable edtech campaigns from budget drains. Google Ads offers multiple targeting layers to reach ideal students.

Effective Audience Segmentation Strategies

1. In-Market Audiences for Education Google identifies users actively researching educational programs. Target:

“Online Education”
“Career Training & Certification”
“Continuing Education”
“Test Preparation Services”

2. Custom Intent Audiences Build audiences based on keywords students search before enrolling:

Create lists from competitor brand names
Include education review site URLs (Course Report, G2, Capterra)
Add popular YouTube education channel URLs

3. Remarketing Audiences with Sequential Messaging

List 1: Website visitors who viewed course pages but didn’t start checkout (Retarget with course benefits)
List 2: Started application but didn’t complete (Retarget with urgency and testimonials)
List 3: Downloaded free resources (Retarget with introductory course offers)

4. Similar Audiences Based on Converters Upload your enrolled student email list to create lookalike audiences sharing demographic and behavioral patterns with paying customers.

Geographic Targeting Considerations: For location-specific programs or in-person elements, create radius targeting around:

University campuses (for graduate programs)
Corporate office parks (for professional development)
Co-working spaces (for freelancer upskilling)

According to our education consultancy case study, implementing layered audience targeting improved conversion rates by 156% while reducing cost-per-conversion by 43%.

What Ad Copy Elements Drive the Highest Click-Through and Conversion Rates?

Educational advertising requires trust-building and addressing specific anxieties that prevent enrollment decisions.

High-Performing Ad Copy Framework

Headline Formula Components:

Credibility Signal + Benefit + Objection Handler
- “Accredited MBA Program | Learn While Working | Start This Month”
- “IIT Faculty-Led Data Science | Job Guarantee | EMI Available”
Specific Outcome + Timeframe + Social Proof
- “Become Cloud Certified in 12 Weeks | 94% Pass Rate”
- “Master Digital Marketing in 6 Months | 3,200+ Alumni Placed”

Description Line Must-Haves:

Line 1: Address the primary pain point or career goal
Line 2: Highlight unique program differentiators (flexibility, certification, support)
Both Lines: Include numbers, statistics, or concrete benefits

Responsive Search Ads (RSA) Best Practices:

Create 10-15 headlines minimum
Include 3-4 questions addressing student concerns
Add 2-3 headlines with enrollment deadlines or batch start dates
Pin your brand name to headline position 1 or 3
Test emotional triggers: “Transform Your Career” vs. “Advance Your Career”

Ad Extensions That Convert:

Sitelink Extensions:
- “View Curriculum & Fees”
- “Speak with Advisor”
- “Success Stories”
- “Free Demo Class”
Callout Extensions:
- “Industry-Recognized Certification”
- “Lifetime Course Access”
- “1-on-1 Mentor Support”
- “Money-Back Guarantee”
Structured Snippets:
- Course features: “Live Classes, Recorded Sessions, Projects, Assessments”
- Program types: “Full-Time, Part-Time, Self-Paced, Corporate Training”

Trust-Building Elements: Always include accreditation, ratings, graduate employment statistics, or partnership logos. Education buyers need extensive validation before committing to courses costing thousands of rupees.

How Can Edtech Companies Optimize Landing Pages for Google Ads Traffic?

The best-optimized ads mean nothing if landing pages fail to convert. Educational landing pages require specific elements that traditional e-commerce pages don’t.

Conversion-Focused Landing Page Structure

Above-the-Fold Requirements:

Clear headline matching ad promise – If your ad says “Become Data Science Ready in 6 Months,” your landing page H1 should mirror this exactly
Trust badges – Accreditation logos, student rating, graduate count
Video preview – 60-90 second program overview or student testimonial
Prominent CTA – “Download Syllabus” or “Book Free Counseling” (not generic “Learn More”)

Social Proof Section: Feature 4-6 detailed testimonials including:

Student’s previous background
Specific skills gained
Career outcome (promotion, salary increase, job change)
Photo and full name (with permission)

Curriculum Transparency: Display complete course outline with:

Module titles and week-by-week breakdown
Total study hours required
Assessment methods
Capstone project details

Objection-Handling FAQ: Answer these critical questions prominently:

“Can I learn while working full-time?”
“What if I don’t have [prerequisite skill]?”
“How does payment work?”
“What certification will I receive?”
“Do you offer job placement support?”

Mobile Optimization Specifics: 82% of education searches happen on mobile devices. Ensure:

Form fields limited to 3-4 maximum
Click-to-call button prominently displayed
Course details in collapsible accordions
WhatsApp integration for instant queries

Our performance audit service reveals that edtech landing pages with video content convert 89% better than text-only pages. Similarly, including a chatbot for instant query resolution improves lead capture by 34%.

What Bidding Strategies Deliver the Best ROI for Education Campaigns?

Bid strategy selection dramatically impacts cost-efficiency and volume in competitive education advertising auctions.

Recommended Bidding Approaches by Campaign Goal

For Lead Generation (Most Common Edtech Goal):

1. Target CPA (Cost Per Acquisition) Bidding

Ideal once you have 30+ conversions in 30 days
Set initial target CPA at 120% of your current average
Google’s algorithm optimizes to maintain cost while increasing volume
Best for: Application submissions, free trial signups, webinar registrations

2. Maximize Conversions with Target CPA

Use during peak enrollment periods when you want maximum lead volume
More aggressive than standard Target CPA
Risk: Can increase spend rapidly if not monitored daily

For Brand Awareness (New Platforms):

3. Maximize Clicks

Appropriate for first 2-3 months while building conversion data
Focus on CTR and engagement metrics
Transition to conversion-based bidding once you have sufficient data

For High-Ticket Programs (₹1 Lakh+ Courses):

4. Manual CPC with Enhanced CPC

Maintains control while allowing Google’s algorithm to adjust bids up to 30%
Essential when conversion data is limited due to longer sales cycles
Enables bid adjustments by device, location, audience without algorithmic override

Advanced Strategy – Value-Based Bidding: If you offer multiple programs with different profit margins:

Assign conversion values to each program type
Use Target ROAS (Return on Ad Spend) bidding
Google prioritizes clicks likely to generate high-value conversions

Example: A ₹2,000 course has value “2000” while a ₹50,000 certification has value “50000.” The algorithm learns to prioritize clicks leading to the certification program.

As demonstrated in our deemed university case study, switching from manual CPC to Target CPA bidding reduced cost-per-lead by 91.63% for a major educational institution.

What Common Google Ads Mistakes Should Edtech Companies Avoid?

Even experienced marketers make critical errors in education advertising that silently drain budgets and reduce quality scores.

Top 7 Edtech Google Ads Mistakes

1. Ignoring Search Term Reports The Problem: You bid on “digital marketing course” but appear for irrelevant searches like “free digital marketing course notes PDF” or “digital marketing course fees in USA” (when you only operate in India).

The Fix: Review search term reports weekly and add negative keywords aggressively. Common edtech negative keywords include: free, PDF, notes, download, salary (appears in job searches), jobs, companies hiring.

2. Sending All Traffic to Homepage The Problem: Generic homepage landing pages convert 5-7x worse than dedicated program pages.

The Fix: Create unique landing pages for each course category or program with specific messaging, testimonials, and curriculum details matching ad copy.

3. Not Using Conversion Tracking Properly The Problem: Tracking only “form submissions” without distinguishing qualified leads from spam or unqualified inquiries.

The Fix: Implement event tracking for:

Download syllabus
Schedule counseling call
Start application (not just submit)
Video watched (50%+ completion)
Pricing page visits

4. Broad Match Keywords Without Audience Constraints The Problem: Broad match generates volume but attracts unqualified traffic, especially in education where search intent varies wildly.

The Fix: If using broad match, always combine with audience targeting (in-market, remarketing, customer match) to constrain reach to relevant users.

5. Neglecting Ad Schedule Optimization The Problem: Running ads 24/7 wastes budget during hours when your target students aren’t searching or your team can’t respond to leads.

The Fix: Analyze hour-by-hour and day-by-day performance. For professional development programs, peak search happens 8-11 PM on weekdays. For parents researching K-12 programs, it’s 9-11 PM. Increase bids during high-conversion windows.

6. Insufficient Budget for Competitive Keywords The Problem: Allocating ₹15,000/month for highly competitive terms like “MBA programs” results in limited impressions and few conversions.

The Fix: Focus budget on less competitive long-tail keywords where your budget can generate meaningful volume. Better to dominate “weekend MBA programs for IT professionals Bangalore” than disappear on page 3 for “MBA programs.”

7. Not Creating Separate Campaigns for Different Audiences The Problem: Mixing working professionals, fresh graduates, and students in one campaign prevents message customization.

The Fix: Separate campaigns enable:

Different ad schedules (professionals search evenings, students search afternoons)
Tailored messaging (career advancement vs. first job placement)
Appropriate landing pages
Accurate performance measurement by audience segment

How Can Edtech Companies Measure and Optimize Google Ads Performance?

Sophisticated measurement separates growing edtech companies from those stuck in mediocre performance cycles.

Essential KPIs Beyond Basic Metrics

Primary Performance Indicators:

1. Cost Per Qualified Lead (CPQL) Not all leads equal enrollments. Track cost specifically for leads that:

Match ideal student profile
Complete consultation calls
Progress to application stage

Formula: Total Ad Spend ÷ Qualified Leads (not total leads)

2. Lead-to-Enrollment Conversion Rate Percentage of leads that become paying students. Industry benchmark: 8-15% for quality campaigns.

If this rate drops below 5%, the problem is lead quality, not lead quantity—revisit keyword and audience targeting.

3. Return on Ad Spend (ROAS) Formula: (Revenue from Ads ÷ Ad Spend) × 100

Example: ₹10,000 ad spend generates 5 enrollments at ₹20,000 average course fee = ₹100,000 revenue ROAS = (₹100,000 ÷ ₹10,000) × 100 = 10:1 or 1000%

Healthy edtech ROAS: 5:1 to 15:1 depending on program pricing and lifetime value

4. Quality Score Google’s 1-10 rating measuring ad relevance, expected CTR, and landing page experience. Scores below 5 indicate serious optimization needs.

Optimization Testing Framework:

Month 1-2: Foundation & Data Collection

Implement comprehensive conversion tracking
Build remarketing audiences
Collect baseline performance data
Identify best-performing keywords and audiences

Month 3-4: A/B Testing Phase Test one variable at a time:

Week 1-2: Ad copy variations
Week 3-4: Landing page headlines
Week 5-6: CTA button text and placement
Week 7-8: Bidding strategy adjustments

Month 5+: Scaling & Refinement

Increase budget on proven winners by 20-30% weekly
Expand successful campaigns with similar keyword themes
Create lookalike audiences from converters
Implement dynamic remarketing with course catalogs

Advanced Optimization: Attribution Modeling Education purchases involve multiple touchpoints before conversion. Use Google’s data-driven attribution to understand the complete journey:

Initial awareness ad click
Organic search visit
YouTube video view
Retargeting ad click
Direct website visit → Enrollment

This reveals which touchpoints deserve credit and budget allocation.

For businesses wanting comprehensive optimization across all digital channels, our SEO and search visibility services complement paid advertising by capturing organic traffic at lower cost per acquisition.

What Advanced Google Ads Features Should Edtech Marketers Leverage?

Beyond standard campaigns, several advanced features deliver competitive advantages in education marketing.

High-Impact Advanced Tactics

1. Customer Match for Multi-Touch Campaigns Upload email lists to create audiences:

Free webinar attendees → Retarget with course enrollment ads
Trial users who didn’t convert → Special offer campaigns
Past students → Cross-sell advanced courses

2. YouTube Advertising Integration Education buyers research extensively on YouTube. Create:

Skippable in-stream ads showing course previews
Non-skippable 6-second bumper ads for brand recall
Discovery ads appearing in education search results

Target users watching:

Competitor course reviews
Industry tutorial channels
Career advice content

3. Performance Max Campaigns Google’s AI-driven campaign type that serves ads across Search, Display, YouTube, Gmail, and Discovery. Best for:

Edtech platforms with extensive visual assets
Campaigns promoting multiple courses simultaneously
Brands with strong creative materials

However, Performance Max requires careful monitoring as it offers less transparency and control than traditional campaigns.

4. Call-Only Campaigns For high-ticket programs requiring personal consultation:

Ads appear only on mobile devices
Clicking initiates phone call to your sales team
Ideal for MBA programs, executive education, professional certifications

Track call duration and lead quality to optimize. Calls under 60 seconds rarely convert.

5. Dynamic Search Ads (DSA) Google automatically generates ads based on your website content. Effective for:

Edtech platforms with 50+ courses
Capturing long-tail searches you haven’t manually targeted
Testing new keyword opportunities

Critical Setup: Use page feed targeting, not entire website, to maintain control over which pages trigger ads.

Our marketing automation services help edtech companies streamline lead nurturing after Google Ads capture initial interest.

How Do Seasonal Trends Impact Edtech Google Ads Strategy?

Education advertising experiences dramatic seasonal fluctuations requiring strategic budget and campaign adjustments.

Peak Season Optimization

January-February: New Year Career Change Season

Search volume increases 140% for professional development courses
Messaging focus: “Transform your career in 2025”
Budget recommendation: 150% of baseline monthly spend
Priority campaigns: Career transition programs, certifications, skill upgrades

June-July: College Graduate Season

High intent for entry-level job skill courses
180% increase in searches for “courses after graduation”
Messaging focus: “Launch your tech career” or “Get industry-ready”
Target audience: 21-24 age bracket, college location targeting

August-October: Festive Hiring & Admission Season

Companies hiring for year-end projects creates upskilling demand
University admission deadlines drive test prep searches
Discount promotions perform exceptionally well
Budget recommendation: 130% of baseline

November-December: Year-End Budget Utilization

B2B edtech sees corporate training budget spend
Working professionals use accumulated leave for intensive programs
Focus on “start in January” or “December batch” messaging

Off-Peak Months (March-May):

Reduce budget by 20-30%
Focus on remarketing to previous site visitors
Build awareness for upcoming peak season courses
Test new keywords and audiences at lower cost

Pro Tip: Create separate ad groups with scheduled start/end dates for seasonal promotions. This prevents year-round running of time-sensitive offers that damage credibility.

What Role Does Mobile Optimization Play in Edtech Google Ads Success?

With 78% of course research happening on mobile devices, mobile optimization isn’t optional—it’s fundamental to campaign success.

Mobile-First Campaign Requirements

Bid Adjustments:

Increase mobile bids by 20-40% for evening hours (7-11 PM) when working professionals research
Decrease desktop bids by 15-25% unless targeting B2B corporate training

Mobile-Specific Ad Copy:

Shorter headlines (30 characters or less for display)
Emphasize convenience: “Learn on Your Phone” or “Study During Commute”
Include app install extensions if offering mobile learning app

Landing Page Mobile Essentials:

Form completion time under 30 seconds
Thumb-friendly CTA buttons (minimum 48×48 pixels)
Click-to-call button above fold
WhatsApp chat integration
No pinch-to-zoom required for reading

Mobile Speed Requirements: Google’s mobile-first indexing means page speed directly impacts Quality Score and ad rank.

Target: Under 2.5 seconds load time
Use Google’s PageSpeed Insights to identify bottlenecks
Compress images to under 100KB
Implement lazy loading for below-fold content

Our web design and development services ensure landing pages meet Google’s mobile performance standards, directly improving ad performance and lowering costs.

How Should Edtech Companies Budget for Google Ads?

Strategic budget allocation determines whether campaigns generate sustainable growth or sporadic results.

Budget Planning Framework

Minimum Viable Budget by Company Stage:

Startup/New Platform (0-6 Months):

Minimum: ₹30,000-₹50,000/month
Focus: Awareness, testing, data collection
Expected: 50-100 leads/month, learning phase
Goal: Identify profitable keywords and audiences

Growth Stage (6-18 Months):

Recommended: ₹75,000-₹2,00,000/month
Focus: Scaling proven campaigns, expanding to YouTube and Display
Expected: 200-500 qualified leads/month
Goal: Achieve profitable ROAS consistently

Established Platform (18+ Months):

Recommended: ₹2,00,000-₹10,00,000+/month
Focus: Market domination, defending brand terms, aggressive remarketing
Expected: 500-2,000+ leads/month
Goal: Maximum market share while maintaining target CPQL

Budget Allocation Across Campaign Types:

Search Campaigns (Branded): 15-20%
Search Campaigns (Non-Branded): 40-50%
Remarketing: 20-25%
YouTube/Display: 10-15%
Performance Max/Experimental: 5-10%

Daily Budget Management: Never set daily budget below ₹1,000 for search campaigns or you’ll lose impression share during peak hours. Google recommends daily budget = Target monthly budget ÷ 30.4.

ROI Timeline Expectations:

Months 1-2: Data collection, negative ROI expected
Months 3-4: Break-even or slight positive ROI
Months 5-6: 3:1 to 5:1 ROAS achievable
Months 7+: 5:1 to 15:1 ROAS for optimized campaigns

Based on real results from our professional training institute case study, combining Google Ads with SEO generates compound growth where organic rankings reduce paid acquisition costs over time.

Conclusion: Implementing Your Edtech Google Ads Strategy

Google Ads success for edtech companies demands more than generic campaign setup—it requires education-specific strategies addressing the unique challenges of student acquisition.

Key Takeaways:

Structure campaigns by enrollment funnel stage to match messaging with prospect readiness
Prioritize long-tail, program-specific keywords over expensive generic education terms
Layer audience targeting with in-market, remarketing, and custom intent for qualification
Invest in trust-building landing pages with detailed curriculum, testimonials, and objection handling
Implement conversion value tracking to optimize for high-value program enrollments, not just lead volume
Avoid common mistakes like broad match without constraints and sending all traffic to homepage
Plan for seasonality with budget adjustments during peak admission and career-change periods
Mobile-optimize everything as the majority of education research happens on smartphones

The edtech companies generating consistent enrollments through Google Ads don’t rely on luck—they implement systematic testing, optimization, and scaling processes.

Start by auditing your current campaigns against these best practices. Identify your biggest gap (structure, keywords, targeting, landing pages, or measurement) and focus improvement efforts there first. Within 90 days of implementing these strategies, you should see measurable improvements in cost-per-lead and lead quality.

For edtech platforms ready to dominate their market segment, combining Google Ads with a comprehensive digital strategy including SEO optimization and performance marketing creates sustainable competitive advantages that advertising alone cannot achieve.

Frequently Asked Questions About Google Ads for Edtech

1. How much should an edtech company spend on Google Ads monthly?

Minimum effective budget ranges from ₹30,000-₹50,000/month for startups to ₹2,00,000+/month for established platforms. The key factor is achieving sufficient conversion volume (30+ per month) for Google’s algorithms to optimize effectively. Companies with smaller budgets should focus on fewer, highly-targeted campaigns rather than spreading thin across multiple initiatives.

2. What’s a good cost-per-lead for edtech Google Ads campaigns?

Cost-per-lead varies dramatically by program type and target audience. Professional certification courses typically see ₹800-₹2,500 per lead, while high-ticket MBA or executive programs may achieve profitable acquisition at ₹3,000-₹8,000 per lead. The critical metric isn’t absolute cost but rather lead quality and lead-to-enrollment conversion rate. A ₹5,000 lead with 20% enrollment rate (₹25,000 CAC) outperforms ₹500 leads with 1% enrollment rate (₹50,000 CAC).

3. Should edtech companies use Performance Max or traditional Search campaigns?

Start with traditional Search campaigns for control and learning. Once you have 6+ months of conversion data and strong visual creative assets, test Performance Max with 15-20% of budget. Performance Max works well for established edtech brands with extensive course catalogs but poorly for new platforms needing precise targeting and messaging control during early growth phases.

4. How can edtech companies reduce Google Ads costs without reducing lead volume?

Focus on five high-impact optimizations: (1) aggressively add negative keywords to eliminate wasted spend, (2) improve Quality Scores through ad-landing page relevance matching, (3) shift budget from generic keywords to specific long-tail variations, (4) implement remarketing to recapture abandoned applications at lower cost, and (5) create dedicated landing pages for each program instead of sending traffic to generic pages. Our case studies show these tactics can reduce costs by 40-60% while maintaining or increasing lead volume.

5. What’s the ideal Google Ads campaign structure for an edtech platform with multiple courses?

Create campaign hierarchy: (1) Brand campaign for your platform name, (2) separate campaigns for each major course category (Data Science, Digital Marketing, Design, etc.), (3) dedicated remarketing campaigns by audience segment, and (4) competitor targeting campaigns. Within each category campaign, organize ad groups by specific programs or course topics. This structure enables precise budget allocation, accurate performance tracking, and customized messaging by student intent level.

6. How long does it take to see positive ROI from edtech Google Ads?

Expect 3-6 months for profitable campaigns. Months 1-2 focus on data collection and testing, often running at a loss. Months 3-4 achieve break-even as Google’s algorithms optimize toward qualified leads. Months 5-6 generate positive ROI if you implement systematic optimization. High-ticket programs (₹1 lakh+) with longer sales cycles may require 6-9 months due to extended decision-making processes. Companies that quit before month 4 never reach profitability despite being on the right trajectory.

7. What conversion actions should edtech companies track in Google Ads?

Track multiple conversion points with appropriate values: (1) Primary conversions—application submissions, enrollment completions, payment page reaches; (2) Secondary conversions—download syllabus (20-30% value), schedule counseling call (40-50% value), free trial signups (30-40% value); (3) Micro-conversions—course page views, pricing page visits (5-10% value), video engagement. Assign conversion values reflecting historical progression rates so Google’s bidding optimizes toward actions most likely to generate enrollments, not just form submissions.

8. Should edtech campaigns target all of India or focus on specific locations?

Location strategy depends on your delivery model and program type. For fully online, pan-India programs, start with tier-1 cities (Mumbai, Delhi, Bangalore, Hyderabad, Pune) where digital education adoption is highest and competition is manageable, then expand to tier-2 cities after proving profitability. For hybrid programs requiring physical presence or regulated certifications with location-specific demand, use radius targeting around relevant metros. Always create separate campaigns by major metro to enable performance comparison and budget optimization.

Ready to transform your edtech Google Ads performance? Explore how Stakque’s performance marketing services have helped education companies reduce acquisition costs by up to 91% while dramatically increasing qualified enrollments. Contact our team to discover your specific optimization opportunities through a comprehensive performance audit.

Google Ads Best Practices for Edtech Companies in 2025 [Complete Guide]