One window a year · a family decides
Google Ads for Schools and Universities
Education has the sharpest seasonality of any sector we run. Miss the enrolment window and there is no correcting it until next year — the budget cannot be spread evenly across twelve months.
Admissions calendar · Open days · Enrolments, not enquiries
- 1enrolment window a year
- 2audiences: parents and students
- 97Kconversions measured
- 2017Google Partner since
Check it yourself
- Google Partneragency status verified by Google
- Ads Transparencyevery campaign we run is listed publicly
- Case studiesFigures from the Google Ads interface, with client consent
- Office in New Cairo · most clients in Saudi Arabia · seven Arab markets
Google Ads
One window a year
Admissions decide the calendar — budget builds before enrolment season, not in its last week.
TEMERALDS · Google Partner since 2017
The auction
What governs an education account
A single decisive window, and a decision made by more than one person.
- 01One windowEnrolment opens and closes. Demand in that period can be several times the annual average, and a flat budget misses it entirely.
- 02A family decidesParents search, students influence, and both have to be persuaded — often on different grounds and on different devices.
- 03Proximity and reputationDistance matters for schools, reputation for universities. The same campaign structure does not serve both.
- 04The visit convertsAn open day or campus visit is where enrolment is decided. Counting enquiries alone misses the step that matters.
How we build an education account
- Season-weighted budget — Concentrated in the enrolment window rather than spread evenly.
- Pre-season awareness — Built weeks earlier so the window opens with a warm audience.
- Parent and student messaging — Different arguments, and often different campaigns.
- Open-day measurement — Registrations and attendance counted, not just enquiries.
- Proximity targeting — For schools, drawn to the realistic catchment.
- Programme separation — Each programme with its own value and intent.
- Remarketing through the cycle — Because the decision takes weeks and involves several people.
- Off-season presence — A minimum spend keeping the account learning year-round.
The difference
A flat annual budget, or a seasonal one?
In this sector the budget calendar matters more than the keyword list.
Common
Spread evenly
- The same monthly spend across a year where demand arrives in weeks.
- The campaign started when enrolment opens, by which time costs have risen.
- One message for parents and students, persuading neither fully.
- Enquiries counted while open-day attendance — the real step — goes unmeasured.
What we do
Weighted to the window
- Budget concentrated where demand actually is, and reduced between.
- Awareness built weeks before opening, so the window starts warm.
- Separate messages for the person searching and the person deciding.
- Open-day registrations and attendance measured as conversions.
Starting an education campaign when enrolment opens means paying peak prices to an audience that has already begun choosing. The work happens before the window, not during it.
Services
Services for Google Ads for schools and universities
Google Ads
The enrolment, not the enquiry
A brochure download is not a student — we measure open-day bookings, applications and enrolments, and the family that decides together.
TEMERALDS · Google Partner since 2017
Questions
What gets asked in education
01When should the campaign start?
Weeks before enrolment opens. Starting on opening day means competing at peak cost for families who have already shortlisted.
02Should I advertise outside the window?
At a reduced level, to keep the account learning and build remarketing lists while auctions are quiet. Switching off entirely means a cold start each year.
03Do I target parents or students?
Both, usually in separate campaigns. They search differently and are persuaded by different things.
04How early should the campaign start?
Weeks before enrolment opens. Families shortlist before the window, and arriving on opening day means competing at peak cost for a decision already half made.
05Do parents or students click the ads?
Both, usually on different devices and at different hours. We separate them into campaigns because they are persuaded by different things — outcomes for one, experience for the other.
06How do I measure an open day?
Registration as one conversion and attendance as another. Counting only enquiries misses the step where enrolment is actually decided.
How we work — in writing
Four clauses that govern every engagement
Signed into a formal contract, and applied in every market we work in.
Full terms- Account
- Our accounts, not yours — and we never look inside yours.
- Payment
- Your card is linked to the account, and Google collects the click costs.
- Oversight
- The account is shown to you on a Google Meet call so you can verify spend and performance.
- Fees
- From 7,500 SAR a month, or the equivalent in your own currency.
Start
Start your enrolment campaign
Thirty minutes reviewing your market and your competitors, then a written proposal with scope and fees. No access to your account, and no commitment.
We reply within one working day
New Cairo, Egypt
Saudi Arabia · Egypt · UAE · Bahrain · Qatar · Oman · Kuwait · and worldwide
