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Professional training institute · Education · United Arab Emirates

Training Institute: 2,070 Course Enquiries in One Month

  • 2.07KConversions from Google Ads
  • $8.13Cost per conversion
  • 5.3%Of clicks became a conversion
  • PPC Services
  • Website Services
  • Social Media Services
The insight that changed everything

Intake month decides the institute's whole year, so the budget followed the enrolment deadline.

The Challenge

The institute's intake months decide its year. It ran one campaign for more than twenty courses, so popular courses took the budget and new courses never got seen, and visitors who browsed a course and left were never reached again.

The Results

  • Clicks38.9K
  • Conversions2.07K
  • Avg. CPC$0.43
  • Cost$16.8K

Out of every 100 clicks

5.3 converted

Conversion rate 5.3%, calculated from conversions ÷ clicks. Industry average for Education & Instruction: 13.14%.

Cost per conversion

$8.13

64% above the median of our 14 accounts ($4.97)

Each dot is one Google Ads account in our portfolio; the line marks the median. Lower is better.

Against the industry average

90% lower cost per conversion

  • This account$8.13
  • Education & Instruction average cost per lead$77.48

Benchmark: LocaliQ Search Advertising Benchmarks 2026, US search ads averages. This account ran in the UAE, where clicks usually cost less than in the US, so read the gap as a guide rather than a like-for-like test.

See the Google Ads screenshot these figures come fromGoogle Ads overview for August 2022: 38.9K clicks, 2.07K conversions, $0.43 average CPC, $16.8K cost
Google Ads, August 2022. Costs converted from UAE dirhams at the fixed rate of AED 3.6725 to $1; the screenshot shows the original dirham figures.

How We Did It, Service by Service

  1. PPC

    Budget by course, timed to intake

    Each course family had its own campaign, so we could fund the courses with open seats and pull back on full ones. Spend peaked in the last two weeks before intake closed, when searchers were ready to enrol.

  2. Website

    Course pages that answer the three questions

    Every course page opened with the start date, the fee and the qualification at the end. Enquiry forms asked for the course and the intake, so admissions could reply with the right information.

  3. Social Media

    Bringing back the browsers

    People who read a course page and left saw a short social sequence with the next intake date and a student story, which brought many back to enquire.

What We Delivered

  • Course-family campaign rebuild
  • Course landing pages
  • Social retargeting sequence

Every Number, With Its Source

Professional training institute results with period and source
MetricResultPeriodSource
Conversions from Google Ads2.07KAugust 2022Google Ads
Cost per conversion$8.13August 2022Google Ads (cost ÷ conversions)
Of clicks became a conversion5.3%August 2022Google Ads (conversions ÷ clicks)
Paid clicks at $0.43 each38.9KAugust 2022Google Ads
Cost per conversion vs the Education & Instruction average cost per lead ($77.48)90% lowerAugust 2022Google Ads vs LocaliQ 2026 US benchmarks

Services Used

Next case studyFFWS Pakistan 2026 Fall Grand Finals: 40+ Media Hits and 5.9M+ Reach

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