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Google Ads & PPC for training and courses

Websites and platforms for training providers, professional courses, academies and trainers

from 290€ VAT excl.
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In the training and courses industry, google ads & ppc isn't a stylistic exercise: it's the tool that solves the real problems of your vertical. Here you'll find how we apply it specifically, what you take away, and how much it costs to get started.

Who it's for

The problems we see every time in the training and courses industry

If at least one of these sounds familiar, google ads & ppc is the right lever.

    Course catalogue in a PDF, no filters, no search
    Paper enrolment, a 3-week process just to open a class
    No student area, materials scattered across emails
    No funding integration (interprofessional funds, vouchers)
    No marketing of courses to specific targets (role, sector)
What you take away

The concrete results

  • Account setup or restructuring of existing campaigns
  • Server-side GA4 conversion tracking (resistant to ad-blockers)
  • Keyword research on real Italian data, with a curated negative list
  • Monthly optimisation based on data, not on gut feeling
  • Monthly report with clear metrics: CPA, ROAS, share of voice
  • No hidden fees on the media budget: you pay Google directly
Industry-specific

The features you simply can't go without

We include them by default on every google ads & ppc project for the training and courses industry.

  • Course catalogue with filters (area, format, level, language, location)
  • Online enrolment with Stripe payment or deferred invoicing
  • Voucher and interprofessional fund management (Fondimpresa, Forma.Temp)
  • LMS integration (Moodle, Docebo, LearnWorlds, Thinkific)
  • Student area with calendar, materials and certificates
  • Trainer profiles with résumé and expertise
  • Funding page with a post-voucher cost simulator
  • Blog with training content for SEO and lead nurturing

What we work with

We choose the stack on a case-by-case basis, not by personal preference.

  • Google Ads (Search / Performance Max / YouTube / Display)
  • Google Tag Manager (server-side)
  • GA4
  • Google Merchant Center
  • Looker Studio
  • Google Keyword Planner
Pricing

Where it starts

290 €/monthup to 890 €

VAT excluded

The exact price depends on the scale of the project (pages, languages, integrations). For a typical training and courses business, our dedicated package is the simplest route.

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Compliance notes

Regional accreditation for publicly funded training (structural and quality requirements, State-Regions Agreement 2010). For funded courses: transparency and publication obligations. GDPR for trainee data (contractual legal basis). If issuing certificates with legal value: compliance with sector regulations (e.g. safety under Legislative Decree 81/2008, HACCP, privacy).

Frequently asked questions

google ads & ppc for a training and courses: how long does a project typically take?

It depends on the scale, but for most cases we're talking about 2-4 weeks from sign-off to going live, content included. For complex cases (many languages, integrations with industry software) it can take 6-8 weeks.

Can I start even if I don't have all my content (text, photos) ready?

Yes. We offer copy support and image selection as a separate package, or we proceed with placeholders and swap them in along the way. The important thing is to nail the positioning before the design phase.

Can I update the site on my own after delivery?

Yes. We deliver with a simple editorial panel (organised by content type) and 2 hours of training included. For structural changes (new sections, new templates) we step in.

Does the site comply with training and courses industry regulations?

Yes. For this industry we take into account: Regional accreditation for publicly funded training (structural and quality requirements, State-Regions Agreement 2010). For funded courses: transparency and publication obligations. GDPR for trainee data (contractual legal basis). If issuing certificates with legal value: compliance with sector regulations (e.g. safety under Legislative Decree 81/2008, HACCP, privacy). We always start from compliance, we don't add it afterwards.

Is the advertising budget included in the price?

No. The monthly fee only covers the time our team spends on management (analysis, optimisation, reporting). You pay the media budget directly to Google with your own card: that way you have full visibility on spending and no opacity. The recommended minimum budget for Google Ads in Italy is €500-800/month to start gathering useful data; in competitive sectors it can rise to €3-5k/month.

How much does the initial setup cost?

Between €490 and €1,490 as a one-off. It depends on: a new account or an existing one to restructure, the number of campaigns, the conversion-tracking setup (standard or server-side), and the conversion import from your CRM (qualified leads, not just form submits). We provide the detailed quote after a free audit of your existing account or after the first scoping call.

How long until I see results?

The first useful data appears after 4-6 weeks: Google needs 2-3 weeks of learning phase on each campaign to optimise bidding, then it takes 2-3 weeks of stable data to draw conclusions. Anyone promising 'leads from the first week' is either ignoring the learning phase or throwing budget into the dashboard with no strategy. We generally see concrete CPA improvements from the second or third month.

What does the monthly report contain?

Total Google spend plus remaining budget, cost per conversion (CPA) per campaign, volume of attributed leads/sales, top-performing keywords, problematic search terms added to negatives, ad A/B tests run, and the plan for the following month. The report is a Looker Studio dashboard accessible 24/7, not a static PDF. We explain the metrics: no vanity numbers like impressions or CTR without context.

Do you also work with Performance Max?

Yes, but with caution. Performance Max is powerful for e-commerce with a product feed, and far less so for B2B lead generation, where it often 'eats' budget from Search campaigns without clean conversions. We assess it case by case: if it makes sense we use it with a dedicated structure (feed, audience signals, asset groups) and differentiated conversion tracking; if it doesn't make sense we'll tell you clearly.

What happens if I end the contract?

The Google Ads account is always registered to you, so it stays yours with all the campaign history and data. No digital hostages. The notice period is 30 days on the monthly fee; the media budget stops whenever you decide from the Google dashboard. We give you a written handover with the campaign logic, key keywords and the optimisation signals applied during the period.

Ready for google ads & ppc in your training and courses?

Tell us in 3 lines what you need. We reply within 24 working hours with a concrete proposal and transparent prices.

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