If you’re running Google Ads for an education or training business, one of the biggest questions is:
What should I be paying for leads or enrollments?
Education and training campaigns often focus on generating inquiries, registrations, or course signups. This page breaks down real performance data from these campaigns across 3 years, based on accounts we’ve worked with, managed, and analyzed.
Here’s how performance has trended over time:
| Year | Industry | Accounts | Spend | Impressions | Clicks | Conversions | CTR | CVR | CPC | CPA | Conv Value | Conv Value / Cost | Zero-Conv Accounts | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 2023 | Education & Training | 3 | $46,933.80 | 645,705.00 | 20,640.00 | 1,310.80 | 3.20% | 6.35% | $2.27 | $35.81 | $0.00 | 0 | 0 | |
| 2024 | Education & Training | 3 | $21,408.24 | 161,642 | 8,740 | 192 | 5.40% | 2.20% | $2.45 | $111.50 | $124.00 | 0.58% | 0 | |
| 2025 | Education & Training | 3 | $27,017.39 | 135,425 | 4,520 | 226 | 3.30% | 5.00% | $5.98 | $119.55 | $202.00 | 1% | 0 |
| Year | Industry | Network | Spend | Clicks | Impressions | Conversions | Conv Value | CTR | CVR | CPC | CPA |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 2023 | Education & Training | Cross-network | $949.40 | 1,275.00 | 402,136.00 | 211.00 | $187.00 | 0.32% | 16.55% | $0.74 | $4.50 |
| 2023 | Education & Training | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Education & Training | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Education & Training | Google Display Network | $0.18 | 0.00 | 3.00 | 0.00 | $0.00 | 0.00% | inf | inf | |
| 2023 | Education & Training | Google Search | $45,846.93 | 19,281.00 | 227,579.00 | 1,093.80 | $503.00 | 8.47% | 5.67% | $2.38 | $41.92 |
| 2023 | Education & Training | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Education & Training | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Education & Training | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Education & Training | Search partners | $8.83 | 6.00 | 599.00 | 0.00 | $0.00 | 1.00% | 0.00% | $1.47 | inf |
| 2023 | Education & Training | YouTube | $128.47 | 78.00 | 15,388.00 | 6.00 | $96.00 | 0.51% | 7.69% | $1.65 | $21.41 |
| 2024 | Education & Training | Cross-network | $2,471.70 | 2,856.00 | 64,730.00 | 49.00 | $18.00 | 4.41% | 1.72% | $0.87 | $50.44 |
| 2024 | Education & Training | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Education & Training | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Education & Training | Google Display Network | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Education & Training | Google Search | $18,874.37 | 5,685.00 | 68,232.00 | 122.00 | $85.00 | 8.33% | 2.15% | $3.32 | $154.71 |
| 2024 | Education & Training | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Education & Training | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Education & Training | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Education & Training | Search partners | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Education & Training | YouTube | $62.17 | 199.00 | 28,680.00 | 21.00 | $21.00 | 0.69% | 10.55% | $0.31 | $2.96 |
| 2025 | Education & Training | Cross-network | $2,553.83 | 1,892.00 | 34,384.00 | 83.00 | $59.00 | 5.50% | 4.39% | $1.35 | $30.77 |
| 2025 | Education & Training | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Education & Training | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Education & Training | Google Display Network | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Education & Training | Google Search | $24,290.38 | 2,306.00 | 73,955.00 | 113.00 | $113.00 | 3.12% | 4.90% | $10.53 | $214.96 |
| 2025 | Education & Training | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Education & Training | Google owned channels | $14.68 | 5.00 | 531.00 | 0.00 | $0.00 | 0.94% | 0.00% | $2.94 | inf |
| 2025 | Education & Training | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Education & Training | Search partners | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Education & Training | YouTube | $158.49 | 317.00 | 26,555.00 | 30.00 | $30.00 | 1.19% | 9.46% | $0.50 | $5.28 |
Education and training campaigns increasingly combine high-intent Search traffic with broader network reach, reflecting the longer decision-making process typical in this industry.
Education and training campaigns typically see:
This creates:
Compared to other industries:
Users in this space often:
This means:
Unlike urgent services:
If you’re running Google Ads:
You should expect:
You should focus on:
You should avoid:
These numbers give you a realistic performance range, not a guarantee.
Your results will vary based on:
If your current results are:
There’s usually a fixable reason.
We work with businesses across industries to improve performance and efficiency in Google Ads.
We’ll show you:
