Every vertical has its own maths, its own policy traps and its own definition of a good result. Here is what running Google Ads for a lead-generation business in this space actually involves.
Cohort deadlines create artificial urgency that genuinely works, but they also compress everything. You are not running an always-on funnel — you are running a series of sprints with hard end dates, and budget pacing has to reflect that.
What I report on: Cost per enrolment, tracked against cohort capacity.
Income and outcome claims are heavily policy-restricted on both platforms and are the most common cause of rejection in this category. Webinar and lead magnet funnels create attribution gaps. Refund rates can be substantial and are often excluded from reporting.
Same vertical, different costs and rules depending on the market you sell into.
Benchmarks in USD, plus what CCPA and CPRA in California, with a growing patchwork of state privacy laws in Virginia, Colorado, Connecticut, Utah and Texas means for your tracking.
Benchmarks in GBP, plus what UK GDPR and the Privacy and Electronic Communications Regulations means for your tracking.
Benchmarks in AUD, plus what the Privacy Act 1988 and the Australian Privacy Principles means for your tracking.
Every market is listed on the Google Ads hub, or see how Meta Ads works for Education & coaching.
Income and outcome claims. This is the most common cause in education and the policies are strict on both platforms.
Budget pacing built around the enrolment window rather than a flat monthly spend, with retargeting weighted heavily toward the final days.
They work well, but the tracking between registration, attendance and enrolment usually leaks. Fixing that is often the highest-value work.
They should. If your reporting counts enrolments rather than retained students, your cost per acquisition is understated.
Bring your numbers. I will tell you what I would change first, whether or not you end up working with me.
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