nn.partners

The $10M Google Ads Funnel for Online Schools

Nik Vdovenko founder at nn.partners
I hope you enjoy reading this blog post. If you want my team to do ads and analytics for you, schedule your call here
Author: Nik Vdovenko | Founder of nn.partners

Table of Contents

Most online schools are wasting ad spend. Not because their offer is bad, but because their Google Ads account is structured backward.

After helping education providers generate over $10M in revenue, we’ve developed and tested a full-funnel Google Ads strategy that consistently lowers cost per enrollment, improves ROAS, and creates a system that actually scales.

If your current setup isn’t delivering results, here’s the exact framework we use to fix it.

Google Ads Funnel for Online Schools by nn.partners

1. Demand Generation (YouTube and Discovery)

This is your top-of-funnel engine. It’s often overlooked.

While most advertisers compete over a small pool of search traffic, you can reach a much wider audience by targeting users similar to your best students.

What works well right now:

  • Program teasers and explainer videos
  • YouTube Shorts
  • Student spotlight stories
  • Carousel ads that highlight course benefits

The goal here is not immediate conversion. It’s to build awareness and interest, then send traffic to a mid-funnel landing page where they can learn more and begin to engage.

2. Demand Capture (Search, Performance Max, DSA)

This is where most of your enrollments will come from. But only if the campaigns are structured properly.

We break campaigns down by:

  • Program-specific keywords
  • Admission-related queries
  • Competitor brand terms
  • General high-intent searches like “best online coding bootcamp”

Broad match search campaigns often deliver the best results at scale. Use Dynamic Search Ads (DSA) and Performance Max (PMax) to fill in the gaps, but each campaign must have a clear focus.

And always send traffic to relevant landing pages. That might be an admissions overview, a specific program page, or a course comparison.

3. Branded Search and Remarketing

This is where many schools quietly lose a lot of revenue.

To fix this, we recommend:

At this stage, messaging should build trust and help people complete the next step without confusion or hesitation.

Why This Structure Works

This isn’t a bunch of disconnected campaigns. It’s a system where each part plays a specific role.

  • YouTube and Discovery generate attention
  • Search and PMax capture intent
  • Branded and remarketing campaigns convert those who need a final push

Each campaign has a job. Each stage feeds the next. That’s what makes it scalable.


Want to See This in Your Own Account?

If you’re running Google Ads for an online school and spending $30K or more per month, we can help you apply this structure and scale with confidence.

Book a free strategy call and we’ll show you what this would look like in your business.

Nik Vdovenko founder at nn.partners

Nik Vdovenko

Hi, I’m Nik Vdovenko—founder and CEO at nn.partners. I’m on a mission to match great businesses with great marketing and analytics. I work with an awesome, globally-distributed team from my base in Portugal, and together, we focus on making sure every dollar you spend on Google, Meta, and Microsoft ads drives more sales and profit for your business. Follow me for industry insights, practical guides, and proven strategies to help you grow your business, save time, and get a lasting competitive edge in the digital marketplace.

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