01 / WHEN THEY WORK
Google Ads capture demand that already exists.
Search ads show up when a parent types a question. That makes them strong for urgent, local needs and weak for ideas nobody is searching for yet.
| Works well | Usually wastes money |
|---|---|
| “math tutor near me”, “SAT prep [city]” | “tutoring” on its own (too broad) |
| “reading tutor for 2nd grader” | “how to become a tutor” (job seekers) |
| Your own school's name (protects it from competitors) | “free tutoring” or “tutoring worksheets” |
02 / SETUP
A simple local search campaign.
- One Search campaign per location, with ad groups per program (math, reading, test prep), each linking to its own page.
- Location targeting: draw a radius parents actually drive. Google's default option also reaches people only “interested” in your area; switching to Presence limits ads to people who are there.
- Negative keywords from day one: jobs, salary, become a tutor, free, worksheets, volunteer.
- Ad schedule for when someone can answer the phone, and location and call assets so parents can call in one tap.
- Conversion tracking for form submissions and calls, so Google learns which clicks become inquiries.
03 / THE MATH
Check that one student pays for the ads.
Use our student value calculator. A student paying $45 a session, twice a week for 16 weeks, is worth $1,440 in revenue. If an inquiry costs around $77 (the 2026 education average) and one in four inquiries enrolls, one new student costs about $310 in ads.
The enrollment rate is our assumption for illustration; measure your own. If your cost per student is higher than your profit on a student, fix the landing page and the follow-up before raising the budget.
04 / LANDING PAGE
Send every ad to a page that matches it.
An ad for “SAT prep in Dallas” should land on an SAT prep page, not the homepage. The page should repeat the search in its headline, show dates and price and have one booking button. Our website design guide covers what that page needs.
FAQ
Questions owners ask us.
How much should a tutoring center spend on Google Ads?
Google has no minimum spend. Work from your numbers: at about $5 a click, $500 a month buys roughly 100 clicks, and at a 10% conversion rate that is about 10 inquiries. Start there and scale what produces enrolled students.
Google Ads or Facebook Ads for tutoring?
Google Ads reach parents who are already searching, so they convert faster. Facebook and Instagram ads reach parents before they search. Most centers start with Google for steady inquiries and add Meta before enrollment peaks.
Should I bid on competitors' names?
It is allowed but usually expensive and low converting. Bidding on your own school's name is cheaper and stops competitors from taking those clicks.
How long before I can judge the results?
Give a campaign four to six weeks with conversion tracking on, then judge it on cost per enrolled student, not clicks.
Should I use Performance Max?
Not as a first campaign. A small center learns more from a simple Search campaign where you can see which searches lead to inquiries.
KEEP READING
More guides for tutoring school owners.
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