Scaling online course sales with Google Ads isn’t about running random campaigns—it’s about following a proven system. At the heart of this system is understanding your conversion funnel and using the right campaign types to target learners at every stage of awareness.
Here’s how to build a scalable, full-funnel Google Ads strategy for your online school.
1. Always Start with Proper Conversion Tracking
Before you even think about running ads, your first priority must be setting up proper conversion tracking. This is non-negotiable—it’s the foundation of any successful campaign.
Why It’s Critical: Without tracking, you won’t know which ads are driving results and the bidding algorithm will not work properly. Worse, you’ll waste money optimizing for anything but course sales.
What to Do:
- Set up Google Tag Manager and link it to Google Analytics 4.
- Track key conversions, such as lead submissions, free trial sign-ups, or completed purchases.
- Use conversion tracking data to feed Google’s machine learning for better optimization.
We’ve built a comprehensive self-assessment of the GA4 implementation and tracking operating system documents to streamline this process and help business owners like you get unstuck with the complexities of tracking. Feel free to check these out!
2. Choose Google Ads Campaign Types Focusing on the Conversion Funnel
Once tracking is in place, it’s time to structure campaigns around your conversion funnel. Think about your audience’s journey—from total strangers to successful alumni and school promoters—and use the appropriate campaign types at each stage.
Unaware of the Problem
- Goal: Build awareness among people who don’t yet know they need your course but qualify to apply.
- Campaign Types: YouTube Ads, Display Ads, Demand Gen Campaigns.
- Example: You may be offering licensing courses that are only applicable to professionals with a certain level of experience. These people may later realize they can advance further in their careers with the help of specialized certification. Start building relationships with them early, before they begin actively searching for solutions. At later stages, they’ll encounter competing brands, making it harder to win the sale.
Problem Aware
- Goal: Target users aware of their pain point but not yet seeking a solution.
- Campaign Types: YouTube, Demand Gen, and Search Ads leading to blog posts and answering questions.
- Example: Ads targeting “how to become a Python programmer” queries could work well. These users know their goal (becoming a developer) but haven’t yet decided how to achieve it.
Solution Aware
- Goal: Capture users looking for courses or solutions like yours.
- Campaign Types: Non-Branded Search Ads, PMax Campaigns.
- Example: Searches for “best online Python bootcamps” indicate users are actively evaluating options. At this stage, direct them to sales landing pages that showcase why your product is the best fit for them.
Product Aware
- Goal: Encourage users evaluating your course to convert.
- Campaign Types: Search Ads (competitor brands and non-branded); PMax Campaigns.
- Example: As students consider your course alongside competitors, highlight your unique selling points—such as guaranteed employment, a money-back guarantee, or faster results. Make it clear why you’re the best choice for their needs.
Most Aware
- Goal: Re-engage warm audiences and secure the sale.
- Campaign Types: Branded Search Ads (targeting your brand name), Remarketing Ads.
- Example: Target users who’ve visited your landing page but didn’t enroll. Ensure your messaging highlights relevancy and reassures them with testimonials or unique selling points.
Important Tip: While these stages are presented in order, most businesses should always start from the bottom of the funnel. Optimize your “Most Aware” and “Product Aware” campaigns first, then gradually expand upward to capture a larger audience if your goal is more sales now.
3. Landing Pages: Optimize for Conversions
Your landing page is where interest turns into action. Even the best campaigns fail if the landing page doesn’t deliver.
Essentials for Success:
- Fast Load Times: Aim for under 3 seconds to prevent bounce.
- Clarity: Use headlines that immediately communicate the value of your course.
- Trust Signals: Include testimonials, guarantees, and proof of past student success.
- Singular Focus: Keep the page focused on one clear call-to-action (e.g., “Enroll Now”).
Pro Tip: Customize landing pages for each funnel stage. For example, someone in the “Most Aware” stage might need a page with FAQs or pricing, while someone in the “Unaware” stage might benefit from more educational content, blog posts, webinars, etc.
4. Creatives: Capture Attention and Build Trust
While it’s easy to overcomplicate marketing, at the end of the day, your creatives are what your customers actually see. Marketing amplifies your brand’s voice, and your creative is what delivers that message.
Although there’s a wealth of research on what makes a winning creative, here are some general guidelines to get you started:
- Clear is Better Than Clever: When in doubt, prioritize clarity over clever wordplay. For example, “Top Course for Career Growth” is effective, but “Guaranteed Employment Upon Completion” immediately speaks to the customer’s end goal.
- Shorter is Better Than Longer: Long-winded descriptions can lose your audience’s attention. Instead of saying, “We are recognized by a board of highly professional experts who specialize in…,” opt for something like, “Instructors from Google and Meta.”
- Specific is Better Than Generic: Avoid vague promises like “Advance Your Career.” Instead, be specific: “Land Your First Job in Data Science in 90 Days.”
- Medium is the Message: Remember that the platform shapes how your audience interprets your message. An ad in the YouTube feed needs to grab attention visually, while a search ad should directly respond to the user’s query. Tailor your creative to the platform and context. Ads in a YouTube feed should be visually engaging and benefit-driven, while search ads need to be concise and solution-oriented.
Pro Tip: Before launching a creative, ask yourself:
1. Is it clear?
2. Is it short and engaging?
3. Does it directly address the audience’s problem or desire?
4. Does it fit the medium and context?
Winning creatives are not about complexity—they’re about clarity, relevance, and delivering value in a way that resonates with your audience.
5. Test, Optimize, and Scale
Scaling Google Ads is an iterative process. Monitor your campaigns and make adjustments to improve performance.
Key Metrics to Track:
- Impressions and Views: Measure the size of your audience.
- Clicks: Track how many people engage with your ads.
- CTR (Click-Through Rate): Assess the effectiveness of your ads in driving engagement.
- CPA (Cost Per Action): Gauge efficiency for actions like leads, calls, or form submissions.
- Conversion Rate vs Sales: See how well your landing pages turn traffic into enrollments.
- ROAS (Return on Ad Spend): Evaluate overall campaign profitability based on revenue.
Final Thoughts
Scaling your online course sales with Google Ads isn’t about quick fixes or throwing more money at your campaigns—it’s about building a system rooted in fundamentals. Proper conversion tracking ensures you know what’s working and where to optimize. A clear and logical account structure helps you target the right audiences effectively. Proper communication ensures your message resonates at every stage of the funnel.
But scaling is more than just these core elements. Areas like creatives, landing pages, and understanding the full conversion funnel often get overlooked. These elements are equally critical in ensuring that your scaling efforts actually translate into increased enrollments and revenue.
By addressing every component—from foundational tracking to delivering the right creative message in the right context—you can build a predictable, scalable system that consistently grows your sales. Focus on the big picture, refine every detail, and you’ll set the stage for sustainable growth.
Ready to scale with confidence? Let’s craft a custom strategy to help your online school thrive.
Schedule a call with us today!
