The right education Google Ads budget depends on the programme, intake, audience and economics. Start with the number of enrolments you need and work backwards, rather than copying an industry spend range.
Define the conversion hierarchy
- qualified course enquiry;
- application started;
- application completed;
- offer or eligibility progression where relevant;
- enrolment.
Use the planning formula
Estimated media spend = target conversions ÷ expected conversion rate × expected CPC. Use current keyword data and your own landing-page history wherever possible. If historical data is weak, label the first campaign as a test and replace assumptions with real performance.
Separate courses and intakes
Different programmes can have different values, capacity, competition and conversion rates. Separate materially different courses rather than hiding them inside one blended cost per lead.
Check the landing page before scaling
A course page should clearly explain delivery mode, location, dates, fees, requirements and the next step. Paid search cannot compensate indefinitely for missing decision information.
Optimise to enrolled learners where possible
If CRM or admissions systems can return downstream outcomes, compare campaigns by qualified application and enrolment rather than raw forms. That keeps bidding and reporting aligned with capacity and revenue.
