Successful PPC Tips for Colleges & Universities

What’s more expensive than running paid ads for your university? Running them without a full-funnel strategy.

Too many higher ed PPC campaigns stop at awareness. But prospective students don’t. They bounce between TikTok, Google, your website, and back again-on a decision cycle that can span months.

Here’s how to stay in front of them at every stage, and drive more completed applications, not just clicks.

What Is a PPC Campaign for Universities?

A PPC campaign for universities uses platforms like Google, YouTube, Meta, and TikTok to place ads in front of prospective students actively researching or passively discovering educational options. You’re bidding on high-intent keywords like “accelerated nursing programs near me” or targeting behaviors like “watching college dorm tour videos on YouTube.”

Why it works:

• It reaches students where they’re already searching
• It offers trackable ROI
• You can tailor campaigns to different stages in the admissions cycle
• You only pay when someone clicks

Building a Full-Funnel PPC Strategy for Universities

Awareness Stage Tactics

Reach students early, before they’ve even heard of you.

• Programmatic Display Ads: Reach new audiences with high-volume visibility.
• YouTube/OTT Pre-Roll Ads: Capture attention with video content on streaming platforms.
• TikTok & Instagram Reels: Meet Gen Z in their native habitat with short-form content.

Want to see how these ads perform in real campaigns?

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Consideration Stage Tactics

Now they’re evaluating their options. Stand out with targeted, informative messaging.

• Google Search + Performance Max Campaigns: Show up for intent-rich keywords like “best online MBA programs.”
• Retargeting Based on Site Behavior: Bring back visitors who viewed program pages or downloaded brochures.
• Lead Capture CTAs: Promote gated content like digital brochures, cost calculators, or open house signups.

Decision Stage Tactics

Make it easy to apply, schedule a tour, or chat with admissions.

• Branded Campaigns with Deep Links: Drive to application pages, tour signups, and scholarship forms.
• Cross-Device Retargeting: Stay visible from mobile to desktop and back.
• Countdown Urgency: Use ad extensions and creative copy to drive action before deadlines (Early Action, FAFSA, etc.)

Geo-Targeting and Audience Segmentation Best Practices

You don’t need to target the world, just the right people in the right zip codes.

Geofencing for Local Recruitment

Set up geofencing for:

• High schools and community colleges
• Test prep centers or college fairs
• Competitive institutions’ campuses or event venues

CRM Audiences & Lookalikes

Leverage your data:

• Upload email lists for juniors/seniors, applicants, or campus visitors
• Build lookalikes based on current student profiles
• Create intent-based audiences from form submissions and app starts

Need help geo-targeting your top feeder schools?

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Smart Campaign Setup: Keywords, Copy & Landing Pages

Getting clicks is only half the game. Here’s how to get conversions.

High-Intent Keyword Targeting

• “Online MSW program for working adults”
• “Best pre-med colleges in the Northeast”
• “Colleges with flexible class schedules”

Use location-based and program-specific modifiers to improve relevance and quality score.

Ad Copy That Converts

• Focus on outcomes: “99% job placement rate” / “Transfer credits accepted”
• A/B test CTAs: “Start Your App” vs. “Get More Info”
• Highlight support: “Talk to an admissions counselor today”

Optimized Landing Pages

• Fast load time (especially on mobile)
• Minimal distractions
• Smart forms based on funnel stage
• Dynamic content tailored to program or audience segment

Leveraging AI & Automation to Drive Results

You don’t have to manage it all manually; AI can help scale and optimize.

Smart Bidding & Responsive Ads

• Use Target CPA or Maximize Conversions bidding for enrollment-driven campaigns
• Let Responsive Search Ads test different combinations of headlines and CTAs
• Improve budget efficiency and ROAS

Dynamic Keyword Insertion & Asset Testing

• Insert search terms into headlines to match user queries
• Rotate creatives by platform and audience behavior
• Use feed-based creative (especially for large programs or multi-campus schools)

Retargeting and Remarketing: Keeping Leads Warm

Students rarely apply after their first click. Retargeting keeps them in the loop.

Behavior-Based Retargeting

• Re-engage students who visited but didn’t convert
• Segment by interest: program page views, brochure downloads, form abandonments

Sequential Ad Journeys

• Start with a fun TikTok tour → Follow up with a Google Search ad → Close with Meta retargeting
• Use reminder ads for application deadlines, scholarship dates, or visit events

Tracking, Attribution, and KPIs That Matter

Your campaign’s success depends on how well you measure it.

What to Measure

• Cost per lead (CPL)
• Cost per application (CPA)
• App-to-enrollment ratio
• Assisted conversions and multi-touch attribution

Tools to Use

• Google Analytics 4 for event tracking
• UTM parameters to track ad performance
• CRM integration (Slate, HubSpot, etc.) to measure pipeline impact
• Call tracking and form tracking to capture offline conversions

Avoid these Campaign ‘No-No’s’

• Overbidding on branded terms (when SEO could do the job)
• Blowing your budget early in the admissions cycle
• Using the same creative from year to year without testing

Enhance Your University PPC Campaign with ZGM

Higher education PPC takes:

• Agility: to test new audiences and messaging
• Expertise: to manage platforms, data, and attribution
• Creativity: to speak Gen Z’s language and stand out in a crowded market

We’ve helped universities like yours drive results from inquiry to enrollment.

Let’s build a smarter PPC campaign together. Get in touch with Zero Gravity Marketing today.