Google Ads for Schools

Transform Ad Clicks into Enrolments: Harness the Power of Google Ads to Amplify Your School's Online Presence.

Jackie Pollard
Jackie Pollard
Marketing Manager, LVS Ascot
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“Please can you stop the advertising for the open day 26th June? We have 180 families booked in and have reached capacity. Great job on getting so many attendees registered so quickly”
Sally Nash
Sally Nash
Head of Marketing, Lockers Park School
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"The Tillison team have been a joy to work with. Not only are they deep experts in their field (it’s a relief to outsource this technical expertise); they are always helpful, friendly and efficient to work with. I highly recommend working with Tillison for search engine optimisation, website hosting, and PPC.”
Claire Rodgers
Claire Rodgers
Windsor Forest College Group
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"Open-day numbers are really strong! Around double what we had last year for Windsor, and the other courses are looking very positive too. "
Emma Fraser
Emma Fraser
Student Recruitment Manager, University of Portsmouth
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"Other institutions are known for having a Math course but this is a new development for us. So far, we’ve had 41 applications for the Math course, which is really pretty good for a new course. Thanks to everybody at Tillison Consulting for their help and advice during this campaign."

Lead the Pack with Google Ads: Make Your School Unforgettable

By optimising the performance of Google Ads, your school can increase its visibility and ultimately, revenue. With our bespoke Google Ads Campaigns for Schools, we ensure that your institution takes centre stage in the local search lists, making it more accessible and appealing to prospective students and their families.

Through carefully targeted ad campaigns, your school can reach the right audience at the right time, leading to increased enquiries, open-day registrations and enrolment numbers. With our tailored approach to Google Ads, you can position your school as the preferred educational choice, establish a robust online presence, and build your reputation as a trusted and leading school in your area.

We’ll show you how Google Ads can transform your school’s Return on Investment (ROI) and pave the way for ongoing success in the competitive educational landscape.

Maximising Performance: Our Tailored Google Ads Campaign for Your School

A discussion aimed at gaining insight into your present circumstances and challenges, while also comprehensively grasping your business objectives and anticipations.

Keyword Research:

Our team of Google Ads experts will diligently conduct thorough research to pinpoint the most impactful search terms for enhancing your school’s online visibility.

Tracking and Analytics Setup:

In this stage, we ensure that the necessary tracking tools are set up correctly, as they are essential for understanding user behaviour in the Google Ads campaigns. This helps us to tailor strategies specifically towards your school’s objective.

Google Ads Ad Copy Icon

Ad Copy & Campaign Structure:

Crafting compelling ad copy and structuring campaigns strategically ensures the right messages reach the right audiences, and we will customise these for your school to get valuable traffic to the website.

Bidding Strategies Icon

Biding Strategies:

Our smart bidding strategy approach, rooted in data analysis and keyword insights, ensures your ads secure prominent positions on the Google Search Network in a way that is cost-effective for you.

Measure & Optimise Performance:

We continuously analyse Google Ads metrics to fine tune your campaigns towards converting more interested individuals into passionate learners at your school by optimising every aspect of your Google Ads campaigns.


We provide regular updates on the performance of your Google Ads, including insights into traffic and conversion metrics. Additionally, we conduct monthly meetings to review progress and make any necessary adjustments to our strategies.

Scaling and Growth:

We’ll consistently observe and adjust your Google Ads Campaigns using data-driven insights. This involves identifying opportunities to expand your business and enhance revenue streams.

Maximising Performance: Our Tailored Google Ads Campaign for Your School

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Your School’s Ads in Front of the Right Audience

We will ensure that your school’s advertisements reach the most relevant individuals—prospective students and parents actively searching for schools like yours. Through the strategic use of targeting, we refine your campaigns to connect with specific demographics in the right locations This results in increased enquiries and increased enrolments. Let our Google Ads experts assist you in effectively reaching your target audience enabling you to achieve your school’s marketing goals with precision.

Improve Your Performance In Google Ads

Optimise your Google Ads performance with our targeted strategies for enhanced results.

Google Ads Benefits

Our Approach

The Education Team at Tillison Consulting brings 15 years of of experience in partnering with educational institutions, from Pre-Prep to Sixth Form schools, including Prep, Senior, Primary, Secondary, MATs, and SEN schools.

We prioritise the performance of school campaigns, emphasising collaboration and providing regular, clear updates on the progress of your project. Our School Google Ads strategy consistently achieves exceptional campaign results tailored to the specific needs of each of the schools we work with.

Jessica Wantman
Jessica Wantman
Head of Marketing, Portland Place School
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"A flexible, friendly team that know their craft. Great to work with and improve results."

Popular Education Marketing Videos

Frequently Asked Questions about Google Ads for Schools

Yes, our team will provide you with regular reports of the progress of your school’s Google Ads campaigns and you’ll have access to our project management system as well as direct access to your own Google Ads account, of course.

Yes, our PPC management team also has experts who manage Microsoft Ads and social media campaigns using Facebook and Instagram, for example.

If you want to expand your school’s advertising campaigns beyond Google Ads, speak to our experts today. If you’re not sure which type of paid advertising is best for you, we can provide you with advice as to what will work best for your business and goals.

Without optimising your campaigns, your school’s ads will not be relevant to your audience and will not be visible in the search results, or if you’re running Display campaigns, regular performance reviews and optimisation of the audiences and the ad copy and images will help to improve campaign ROI.

This optimisation continues as more performance data is available, so we’re constantly checking and optimising performance.

There are a few primary types of Google Ads campaigns:

  • Search Network – these campaigns are usually text ads which show on the search results page.
  • Display Network – the ads for Google Display Network campaigns are usually images and appear when users visit other websites or apps.
  • Video – these short video ads show at the beginning or during YouTube videos.

Google Ads can be complicated and consequently, it’s really easy to get it wrong and waste your budget.

With a compelling sales proposition and optimised landing pages, yes, Google Ads absolutely works for Schools – we’ve scaled many clients using Google Ads.

Yes, Google Ads does issue refunds. You’ll see regular credits in your account for invalid clicks (those which are the result of accidental clicks or of what Google considers click fraud) and sometimes for overspend if Google has spent more than the budget you set.

There’s no simple answer to how long Google Ads takes to work.

Creating a Google Ads account, configuring conversion tracking, creating campaigns and adding targeting and ad copy can be completed in a matter of hours or days.

However, optimising and scaling Google Ads campaign performance is more dependent on the amount of performance data available – in short, the faster you burn budget, the more quickly performance typically improves.

We expect to see steady improvements in campaign performance over an initial three-month period, with optimisation continuing indefinitely.

There is no direct link between organic rankings and having a paid Google Ads account.

However, there are several benefits to consider:

  1. Customers often cross between channels when discovering your brand and when they’re searching for the product or service that you sell. Being present in both organic search and in paid search can have a significant impact on overall performance

Many of the optimisation techniques used for Schools SEO equally support the Google Ads Quality Score (page speed, page relevance etc.) and as such, it is likely that such investment would benefit both Google Ads performance and SEO performance.

The rank (position) your Google Ads achieve for each keyword is dependent on an auction every time a user searches Google.

Ad rank is a factor of financial bid x quality score – therefore a higher quality score should increase ad rank and/or decrease the average cost you pay for each click.

There are multiple factors which make up the Google Ads Quality Score, such as;

  1. Ad relevance to the search term used on Google by your customer
  2. Landing page relevance to the search term – Google crawls your landing pages to check this regularly
  3. The customer experience on your website – fast page load times, content layout and other factors
  4. Your Historic Click Through Rate (CTR) for the keyword and the associated ad.

Within each Google Ads campaign, you can set a daily budget which is then averaged over a monthly period. The actual spend can fluctuate from day to day, but Google should never spend more than that monthly budget.

How much you will need to pay for each click will depend on the auction which runs every time a user searches Google. Whilst you can set a maximum cost per click (depending on your Bid Strategy), the actual cost required for each click will depend on the level of competition for each search term or keyword, in that user’s location.

Typically, an Education Campaign might spend between £300 and £1,000 or more per month, but it does depend on the size of the audience targeted and the level of competition.

Our team can complete research for you and confirm the potential budget you could spend for each campaign and a realistic return you should be aiming for.