About this course

  • Are you (thinking of) running Google Ads campaigns to become more visible to prospective students?
  • Do you want to collaborate more effectively with your online marketing agency?
  • Or perhaps you're even thinking of taking your Google Ads campaigns in-house?

Formerly known as Google AdWords, Google Search Ads is the most immediate, powerful attraction tactic for student recruitment. 

Whether you run campaigns in-house or collaborate with an agency, careful management is essential.

This course will focus on running pay-per-click (ppc) campaigns on Google specifically for Higher Education. I will help you to set up your Google Ads campaigns for measurable impact on your overall student recruitment efforts.

Key facts

  • Foundation level

    Join without prior knowledge and experience, or with some initial experience.

  • 8 Hours

    Total estimated time commitment.

  • Online

    View the videos and work on assignments at your own schedule. Ask questions and share experiences during the 3 live Zoom calls.

Course Contents

  • 1


    • Personal Introduction

    • What to expect? An overview.

    • Intake Survey

  • 2

    Google Ads: The Big Picture

    • Google Ads Campaigns in the Full Picture

    • Key Google Ads Vocabulary

    • Google Ads vs. Other Campaign types

    • Anatomy of a Google Ads campaign

    • Recap & Assignment

  • 3


    • Overview

    • Types of Keywords

    • Step 1: Brainstorm

    • Step 2: Expand

    • Step 3: Organise

    • Recap

  • 4

    Live Zoom Session 1

    • Optional Live Zoom session

  • 5

    Ad Copy

    • Overview

    • Ad Types & Structure

    • Writing Great Ad Copy

    • Recap & Assignment

  • 6

    After the click

    • Overview

    • Landing pages

    • Measuring Conversions

    • Estimating Campaign Budgets

    • Evaluating & Reporting Results

    • Ongoing Optimisation

    • Recap

    • Assignment

  • 7

    Working with Agencies

  • 8

    Live Zoom Session 2

    • Optional Live Zoom session

  • 9

    Post - Course Check-in after 3 Months

    • Post-Course check-in

Got a question?

Send me a message

Learning Goals

What will you be able to do after completing the course?

  • Identify the right keywords for your Google Ads student recruitment campaign

  • Identify and create compelling ad copy

  • Estimate the required campaign budget and expected results

  • Track and report PPC campaign results

  • Set up a basic Google Ads campaign from beginning to end

  • Analyse competing institutions' ad campaigns

  • Adopt a routine for continuously improving your Google Ads campaigns


Watch Intro Video

Sample video lesson

Google Ads vs. Other Campaign types

Personal testimonials

Howie Chang

Forward School

I’m very happy that we got Guus to help us with Google Ads training from the perspective of student recruitment. He makes it possible for us to understand all the ins and outs of Google Ads so that we can engage an agency effectively. I highly recommend working with Guus if you need Google Ads training either one-on-one, or for your team.


  • Do you offer in-company training?

    Yes, this programme can be delivered in-company. Both online and in-person, depending on my calendar. If you're interested in in-company training, please contact me to discuss the options.

  • Are there any discounts available?

    Yes. I offer discounts in the following circumstances:
    - If you enroll 4 or more participants simultaneously
    - If you plan to combine multiple courses
    - For schools based in a middle or lower income country, as defined by the World Bank
    - Additionally, this course qualifies for the HRD-Corp training scheme in Malaysia.
    If any of the above applies to you, please contact me for a discounted quotation.

  • Is it possible to sign up through other methods than credit card?

    Yes. Simply contact me and I will provide you with an invoice according to your institution's specifications that includes bank payment details.

Do you have a question? Contact me here