Performance Marketing
For Education & EdTech.
Course and training lead generation has a specific shape: many markets that don't behave alike, category keywords that are expensive and broad, and a lead quality problem that raw volume alone never fixes. Eight ad accounts across eighteen markets is where this was learned.
What's different about education and EdTech lead generation
Course and training businesses usually run in more than one market at once, and those markets do not behave the same way. India, the Gulf, Southeast Asia and the West have different search costs, different regional demand economics, and different volume-to-quality ratios — treating an international segment as an extension of the domestic account, rather than reading it on its own scale, is a common and expensive mistake.
The other constant is lead quality. Category terms in education are broad and contested, so it's easy to generate a high volume of leads that never convert to enrolment. The operating metric has to be cost per lead and lead quality together, not lead count on its own.
How this applies
- Google Ads and Meta Ads run in parallel — across multiple accounts where the business has multiple brands or subsidiaries, split by what each platform sources best
- Markets read separately — an international segment gets its own cost-per-lead benchmark rather than being averaged into the domestic number
- Search-term and keyword hygiene — category terms are expensive; negative keyword discipline and intent-matching decide how much of that spend is wasted
- Landing pages matched to specialty — a generic course-enquiry page converts worse than one built around the actual programme searched for
- Conversion tracking accuracy — so automated bidding optimises toward leads that actually progress, not just form fills
The numbers, from real accounts
Both accounts below are education businesses. Figures come from the client's own platform export or reporting.
How I approach an education account
National, state-level and international segments each get their own read — an international market moving on a completely different cost scale is normal, not an error to smooth over.
Broad category keywords leak spend fastest in this vertical. Negative keywords and intent structure are reviewed on an ongoing basis, not a one-time setup.
Traffic searching for a specific course or specialty needs a page built for that, not a general enquiry form.
Lead count is the easiest number to move and the least useful one on its own — cost per lead has to be read alongside whether those leads actually convert.
Related
Running an education or EdTech account across more than one market?
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