How Do You Balance Cost and Lead Quality in PPC in Education?-Forum-Culture Informatique

Hi everyone,

I wanted to start a conversation around one of the most common challenges I see with PPC in education —balancing advertising costs with lead quality. Many educational institutions invest heavily in paid campaigns but still struggle to generate inquiries that actually convert into enrollments.

From what I’ve seen, the issue often isn’t the platform but the strategy. Broad keywords and generic ads tend to attract students who are only exploring options, not those ready to apply. On the other hand, campaigns built around specific courses, eligibility criteria, and admission timelines usually bring in more serious leads, even if the cost per click is slightly higher.

Another important factor is the landing page experience. Even strong PPC in education campaigns can fail if users are sent to pages that lack clear information, trust signals, or a simple inquiry process. When landing pages are aligned closely with the ad message, conversion rates improve significantly.

Remarketing also plays a big role. Students rarely make decisions in one visit. Staying visible through remarketing ads helps institutions remain top-of-mind while students compare different options.

I’m interested to know how others here manage this balance. Do you focus more on reducing cost per lead, or do you prioritize lead quality even if it means higher spend? What changes have you made to improve performance in PPC in education campaigns?