One campaign, every keyword, one page
Every search lands on the same page, so the ad and the page never quite match what the student typed.
Stop paying for clicks from job seekers.
Google Ads for career and trade schools, with Microsoft and Meta where they fit. Every ad group gets its own landing page, and every enrollment traces back to a keyword.
Search terms review
hvac training near me
Keep
hvac jobs hiring now
Negative: job seeker
hvac staffing agency
Negative: staffing
local union hvac apprenticeship
Negative: union hall
hvac certification online
Keep: Online ad group
[competitor] hvac school
Negative: competitor
Illustration with sample data.
Most school ad accounts leak money in the same places.
Job seekers clicking school ads
"HVAC jobs" and "CNA hiring" look like your keywords. Those clicks cost the same and never enroll.
Leads counted, enrollments not
If Google only sees form fills, it learns to find more form fills, not more students.
How we run your ads
Google is the core. Microsoft and Meta come in where they fit the program and the market.
School / Near Me
Certification
Online
Classes
Location
Themed ad groups
Each program gets ad groups by intent: School and Near Me, Certification, Online, Classes and Location.
Search
hvac certification near me
Ad
Get HVAC Certified in [City]
Page
HVAC Certification in [City]
A landing page for every ad group
Keyword-matched responsive search ads with full assets, pointing to a page that says the same thing. Better Quality Score, lower cost per click.
Job seekers
Staffing agencies
Union halls
Competitors
Wrong programs
Out of area
Weekly search-term reviews
We read your search terms every week and add negatives for the clicks that will never enroll.
Target
Radius around campus
Location option
People in the area
Excluded
Outside enrollment area
Targeting matched to your enrollment area
Locations set to where your students live and can commute from, not the whole state.
Form submit
Primary
Qualified call
Primary
Enrolled (offline import)
Primary
Page view
Observation
Bidding from real lead data
Form and call conversions tracked, keyword-level UTMs into your CRM, and enrollments sent back to Google so Smart Bidding learns what a student looks like.
HVAC
Tuition campaign
HVAC
WIOA campaign (if eligible)
WIOA kept separate
Funded training and tuition-paying students need different ads. WIOA campaigns get their own ads and pages, with factual "if eligible" copy.
Built in our account first, then managed daily in yours.
1
Build
Campaigns, ad groups, ads, landing pages and tracking, built around your programs, start dates and enrollment area.
2
Test
Everything runs in our demo account first. We check every conversion end to end.
3
Launch
It goes live in your account, with ad copy that matches what your school has approved.
4
Manage daily
Daily health checks, weekly search-term reviews and negatives, and bids adjusted from real lead data.
What we improve
Cost per lead
Fewer wasted clicks from job seekers, competitors and out-of-area searches.
Quality Score and CPC
Ads and pages that match the keyword, so Google charges you less per click.
Lead quality
Ad groups and pages that speak to students, not job hunters.
Keyword-to-enrollment visibility
See which searches turned into students, and let Google bid toward more of them.
Paid ads questions
Do you run Facebook and Instagram ads?
Yes, where they fit the program and the market. Google Search is the core because people searching for training are already looking. Meta works for some programs and markets better than others, and we'll tell you which.
Can you run WIOA campaigns?
Yes. WIOA campaigns stay separate from tuition-paying campaigns, with their own ads and landing pages. The copy stays factual ("if eligible") and never implies government endorsement.
Let's fill your next start date.
Bring your programs, your enrollment area and your next start date. We'll show you where your ad spend is leaking and what we'd fix first.
Book a strategy call