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Online education and EdTech companies · Pay per click advertising

Pay only for the searches that lead to a demo class, and stop paying for free-course hunters.

Google Ads for an EdTech company means bidding on searches that show a learner or parent ready to try a course. Many of the clicks come from people who want free notes or a tutoring job. GullySales builds campaigns by course, blocks the wrong searches and counts attended demos, not form fills.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

An online educator records a lesson at a teaching desk

What pay per click advertising means

Pay per click advertising (PPC) is paying a fee each time someone clicks your advert on Google or another platform. It puts you at the top of a search page immediately, instead of waiting for ranking to build. GullySales sets the targeting, writes the ad text and checks spend against enquiries received.

Also for online education and EdTech companies

Sales and marketing for online education and EdTech companies, the overview.

Last updated 11 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

For online education and EdTech companies

Where it usually goes wrong, and what we would do.

  • “Free-course and job seekers eat the budget”

    A search for a free certificate or a tutor vacancy costs the same click as a buyer. Without blocked words, much of the spend goes to people who will never pay.

  • “Form fills are not enrolments”

    A campaign judged on the cost per form rewards junk leads. The number that matters is demos attended and seats paid for, by course.

  • “One landing page for every campaign”

    A parent searching for Class 8 science tuition who lands on a general courses page leaves. Each campaign needs its own page with its own demo form.

What we do

What we deliver for online education and EdTech companies.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Campaigns by course and exam

    Separate campaigns for each course or exam batch, so the budget follows the seats you want to fill.

    Result: Spend goes to batches with open seats.

  2. A blocked-search list for your trade

    Words for free notes, previous year papers, tutor jobs and pirated content added as exclusions, and reviewed with every search report.

    Result: Fewer clicks come from people who will not buy.

  3. Course landing pages with demo forms

    Pages built for a phone screen, with the fee, schedule and a short demo booking form near the top.

    Result: A click lands on the answer to the search.

  4. Call and WhatsApp click tracking

    Calls and WhatsApp taps from the ad and the page recorded against the campaign that produced them.

    Result: A call from an ad is counted as an enquiry.

  5. Demo attendance and enrolment reporting

    Campaign results matched to your counsellors' records, so ad spend is compared with demos attended and seats paid for.

    Result: You compare campaigns on real enrolments.

  6. Brand search protection

    A campaign on your own name, so a rival or an aggregator does not take a learner who is already looking for you.

    Result: Your own brand search lands on your own page.

How the result is measured

  • Cost per click
  • Cost per enquiry
  • Enquiries from paid search

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full performance marketing and PPC page

Searches to bid on and block

Decide which searches to bid on and which to block before the first rupee is spent.

The aim is a demo class booked and attended. A click is only a visitor until a counsellor records the result.

Exam plus online coaching
Bid on searches that name an exam and a coaching intent, and send them to that exam's page. These searchers have a deadline, so show the batch start date and the demo form first.
Course plus fees or EMI
Bid, and land on the fee page. A person asking about fees is comparing platforms, so state the fee structure plainly and show how instalments work.
Free course, free certificate, free notes
Block unless you actually run a free programme. Add each phrase as a negative keyword and read the search term report for new ones whenever you review the account.
Tutor jobs and teacher vacancy
Block. These searchers want to teach, not learn. Words such as jobs, vacancy, hiring and work from home should be on the exclusion list from the first day.
Competitor names, login and refund
Do not bid on a rival's login or refund searches. They belong to customers of that rival. Bid on their brand only after reading Google's current trademark rules and your own legal advice.
Your own brand name
Bid on it, so a rival cannot sit above you. Count a real enquiry as a booked demo that a counsellor confirms attended, not a form fill.

Who it is for

This is written for these online education and EdTech companies.

  • Test-prep and exam coaching platforms (JEE, NEET, UPSC, banking, CA)
  • K-12 live tutoring and doubt-solving apps
  • Upskilling and job-oriented course providers
  • Coding and data bootcamps
  • Spoken English and language-learning apps
  • Corporate training and L&D providers
  • Skill and vocational course platforms
  • Learning management system and school software vendors
  • Hybrid providers with both online batches and a learning centre

Not for

It is not the right fit if.

  • Nobody calls a form-fill back the same day, so paid clicks would be bought for a counsellor who cannot pick them up.
  • Your demo class has no fixed slot and no reminder, so the ad would fill a booking list that nobody attends.

How it works

How the pay per click advertising work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Agree the whole budget

    We fix the total paid budget across platforms, who owns each ad account, and how much is open to moving.

  2. 2

    Audit tracking and accounts

    We check that conversions fire once, that calls and WhatsApp chats are counted, and that your enquiry sheet matches what the platforms say.

  3. 3

    Set one definition of success

    You and we agree what a qualified enquiry is and what an order is, so every platform is judged the same way.

  4. 4

    Build and launch the plan

    Campaigns are structured across platforms with shared naming and tags from day one.

  5. 5

    Read search terms and lead quality

    We review the queries that triggered ads and the enquiries that arrived, and remove waste before moving money.

  6. 6

    Reallocate and report

    Budget moves toward what is earning, within agreed limits. Results are reported against the baseline, at the frequency agreed in writing.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Should we bid on our own brand name?
Yes, in a small separate campaign. A rival or an aggregator may bid on your name and appear above your listing. Judge it on enrolments it brings in, since some brand searches would have reached you free anyway.
Is call-only advertising useful for EdTech?
It suits parents of school-age learners who prefer to speak to someone, and for local centres. It suits working professionals less, since they prefer a form or WhatsApp. Test it with one course and read the call records.
How do we stop clicks from students who want free material?
Add blocked words for free, pdf, notes, previous year papers and download. Then read the search terms report each time you review the account and add new ones. The ad text should also state that the course is paid.
How do we know which calls from ads were real enquiries?
Use call tracking numbers on the ad and the landing page and have the counsellor mark each call as an enquiry, a wrong number or a job seeker. Counting only the marked calls gives you a true cost per enquiry.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.

More for online education and EdTech companies

Everything else we would do for you.

Or start from the overview: sales and marketing for online education and EdTech companies.

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