Freelance Google Ads & Meta Ads for training & education
Training providers, schools, e-learning: since direct CPF outreach was banned, capturing intent online has become the industry's central acquisition channel.
Google PartnerSuperMalter (top 10%)61 five-star reviews on Malt and LinkedIn100+ clients
Training And Education In The EU, In Numbers
Training and courses on one side, higher education on the other: two markets, two calendars. Their official figures from Eurostat, then their Google searches month by month.
Training And Courses
NACE code 85.59
Other education n.e.c.
570,918companies in the EU
Eurostat publishes no final figure for this country.
Most searched month: August
Higher Education
NACE code 85.42
Tertiary education
196,837people employed in the EU
Eurostat publishes no final figure for this country.
Most searched month: September
Source: Eurostat, enterprises by NACE activity (dataset sbs_ovw_act), EU-27, NACE codes 85.59 and 85.42, 2024 data updated on 30 September 2026.See the raw data.
Source: US Census Bureau, Economic Census 2022 (dataset ecnbasic), United States, establishments with paid employees, NAICS code 6116, 2022 data updated on 24 October 2023. An establishment is a single site: a company with 3 sites counts 3 times. See the table. Employees per establishment: calculated from the number of employees and of establishments published by the US Census Bureau. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Statistics Canada, Canadian Business Counts, with and without employees, June 2026, Canada, NAICS codes 6116 and 6113, released on 14 August 2026. Statistics Canada counts locations: a company with 10 stores and a head office counts 11 times. Without employees, only locations that are incorporated or earn more than C$30,000 in business revenue are counted. See the tables with employees and without employees. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: INEGI, National Statistical Directory of Economic Units (DENUE) 05/2026, Mexico, active establishments except agriculture, SCIAN codes 6116 and 6113 (SCIAN Mexico 2023), released on 20 May 2026. DENUE counts establishments with premises, homes included: a trade carried out at the customer's site with no premises of its own (painter, plumber) or by street vendors is left out, as are rural localities under 2,500 inhabitants. People employed include the owner. See the methodology. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: e-Stat, 2021 Economic Census for Business Activity, Ministry of Internal Affairs and Communications, Japan, privately owned establishments as of 1 June 2021, JSIC codes 823, 824, 829 and 816 (Japan Standard Industrial Classification, revision 13), data updated on 30 September 2026. An establishment is a single site: a company with 3 sites counts 3 times. People engaged include owners. See the table. People per establishment: calculated from the number of people engaged and of establishments published by e-Stat. Each card uses the Japanese classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Nomis, UK Business Counts (extract from the Inter-Departmental Business Register), United Kingdom, enterprises and local units live in March 2026, SIC 2007 codes 8559 and 8542 (UK classification, identical to NACE down to 4 digits), data updated on 24 September 2026, retrieved on 16 October 2026. The register only counts businesses registered for VAT or PAYE. A local unit is a site: a company with 3 sites counts 3 local units. See the tables enterprises and local units. Data source: Office for National Statistics, licensed under the Open Government Licence v3.0.
Source: SingStat, Annual services and manufacturing statistics, Singapore, establishments 2024, SSIC code 854 (Singapore Standard Industrial Classification 2025), data updated on 4 March 2026, retrieved on 16 October 2026. An establishment is a site: a company with 3 sites counts 3 times. Own-account workers (hawkers, stall holders, freelancers, taxi drivers) are not counted. See the table. Each card uses the Singapore classification line or lines whose official title fits entirely within its NACE code; where there is no exact match, the card says so. Contains information from “Key Indicators By Detailed Industry In All Services Industries, Annual” accessed on 16 October 2026 from the Singapore Department of Statistics, which is made available under the terms of the Singapore Open Data Licence version 1.0.
The Google Search Calendar
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from September 2025 to August 2026.
Training And Courses
Higher Education
100500
Higher EducationTraining And Courses
SepOctNovDecJanFebMarAprMayJunJulAug
Most searched month: training and courses in August, higher education in September. Training And Courses: August brings 2.4 times the searches of December.
Source: Google Ads Keyword Planner, monthly search volumes in the United Kingdom, in English, from September 2025 to August 2026, retrieved on 1 October 2026 from Théo Maupilé's Google Ads account. Searches measured: “online courses”, “professional training”, “training courses”, “masters degree”, “business school” and “university courses”. Method: each line adds up its searches, then takes the value 100 in its highest month. Google rounds the volumes it returns: the line shows the rhythm of demand, not an exact volume.
See the chart data
Month
Training And Courses
Higher Education
September 2025
81
100
October 2025
63
87
November 2025
52
74
December 2025
42
55
January 2026
63
74
February 2026
54
58
March 2026
54
74
April 2026
52
55
May 2026
52
57
June 2026
51
55
July 2026
70
51
August 2026
100
53
The Price Of A Click At The Top Of Google
What advertisers paid to appear at the top of the results, for the most searched query of each line, in the United Kingdom.
Training And Courses “online courses”€1.20 to €4.66
Higher Education “masters degree”€1.45 to €6.37
Source: Google Ads Keyword Planner, top of page bid, low range and high range, in euros, in the United Kingdom, retrieved on 1 October 2026 from Théo Maupilé's Google Ads account. According to Google, the range runs from the 20th to the 80th bid out of 100: about 6 bids in 10 fall between the two amounts. It is an observed range, not a price list: the price of each click is set in an auction.
Let's Discuss Your Challenges!
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Training & Education · United Kingdom
Where Is Your Audience?
Your audience moves from one app to the next within the same day: they search on Google, watch YouTube, browse Discover and Gmail, scroll Instagram and Facebook, ask ChatGPT for advice. Tap an app to see where your ad meets them, and what the ad platforms measure in your industry.
SponsoredYYour brandProfessional Courses · Your BrandSee the programme, start dates and funding options.
YYouTubeIllustration
Your next skill starts hereAd · Your brand
Up nextA career change story
SponsoredProfessional Courses · Your Brand
DDiscoverIllustration
Your next skill starts here
YYour brand · SponsoredProfessional Courses · Your Brand
MGmailIllustration
YSponsoredYour brandProfessional Courses · Your BrandSee the programme, start dates and funding options.
WWebsites and appsIllustration
Your next skill starts hereYYour brandLearn more
FFacebookIllustration
YYour brandSponsored
See the programme, start dates and funding options.
Your next skill starts here
Professional Courses · Your BrandLearn more
IInstagramIllustration
YYour brandSponsored
Your next skill starts here
Learn more→
CChatGPTIllustration
how can I fund a course while keeping my job?
Here are the points to compare before you choose, based on your situation.
SponsoredYYour brandProfessional Courses · Your BrandSee the programme, start dates and funding options.
Searchinggoogle.com · Google app
GGoogle
They type their need in their own words. This is when intent is at its clearest: your ad answers a question they have just asked.
12,100searches a month for “online courses”, in the UK
Searches a month in your industry, in the UK
“online courses”12,100
“masters degree”9,900
“university courses”5,400
Source: Google Keyword Planner, searches in the United Kingdom, in English, monthly average from September 2025 to August 2026, estimated and rounded by Google, pulled on 1 October 2026.
In Your Industry
Google also points to Dynamic Search Ads: they show several of your courses, based on the titles and phrases on your site, when someone searches for them.
They watch a video they chose. Your ad plays before or during that video, or shows up in their suggestions: your brand gets known before the need is put into words.
6 sthe bumper format: a short message your audience sees in full
In Your Industry
For education, Google points to video ad sequencing: a series of ads seen in order to tell the story of your institution or course, with a YouTube channel to take it further.
They browse the feed of articles and videos the Google app suggests. Your ad slips in as one card among the others: they discover your offer before they even look for it.
3 feedsa single Demand Gen campaign places your ad in Discover, in Gmail and in YouTube’s feeds
They read an article or use an app. Your banner shows next to the content: your brand stays top of mind, and people who already visited your site see you again.
Millionsof websites and apps where a Display campaign can show your ad, on top of YouTube
They catch up with friends, groups and their local area. Your ad slots into that feed, or into Marketplace when they look for something nearby.
14.1 to 16.6 millionpeople aged 18 and over in the UK on Facebook that Meta links to the interests “Higher education (education)” or “Distance education (education)” or “Adult education (vocational training)”out of 35.2 to 41.5 million reachable in the UK on Facebook
The same targeting, platform by platform
Instagram9.8 to 11.5 million
Facebook14.1 to 16.6 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
In Your Industry
For every 10 people on Instagram, Meta counts 14 on Facebook for this targeting, against 11 across the whole UK audience. The people Meta links to your industry lean more towards Facebook than the country as a whole.
Source: calculated from the two Meta estimates above, using the middle of each range, pulled on 16 October 2026.
They scroll their feed, stories and reels to unwind. The image takes the first step: your offer gets discovered here, and people who already visited your site find you again.
9.8 to 11.5 millionpeople aged 18 and over in the UK on Instagram that Meta links to the interests “Higher education (education)” or “Distance education (education)” or “Adult education (vocational training)”out of 31.1 to 36.6 million reachable in the UK on Instagram
The same targeting, platform by platform
Instagram9.8 to 11.5 million
Facebook14.1 to 16.6 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They ask their question and read a full answer. The ad appears below that answer when the topic of the conversation matches what you offer: the need is already detailed, constraints included.
31European countries in the expansion announced by OpenAI, France and Spain included
I'm Theo, a freelance Paid Media specialist with 100+ clients supported on Google Ads & Meta Ads. Generating qualified enrollments inside a regulated framework is the same discipline I apply to finance: compliant ads, a form that qualifies, measurement that runs all the way to the completed application. I work directly with you, no middleman.
The 3 Paid Media challenges in training
The legal framework comes first
Direct CPF outreach is banned: acquisition rests on intent. Compliant campaigns and ads aren't optional, they're the condition for lasting in this market.
The completed enrollment, not the click
Between the click and the completed application, plenty drop off. Measuring every step of the journey lets you optimize on real enrollments.
The intakes, not the whole year
September, January, the session waves: your budget should match your intake calendar, not spread evenly across twelve months.
Edtech: Platforms, Apps And Training Software
An edtech company sells a platform to training providers and businesses, or an app to learners: two audiences, two campaigns, each with its own tracking.
Platforms Sold To Organisations
In the UK, « lms platform » is searched around 480 times a month, with a top-of-page bid up to €140.63 (Google Keyword Planner, average from October 2025 to September 2026). The campaign targets the organisations and businesses that compare, and tracks the demo and then the contract, imported from your CRM.
Apps For Learners
In the UK, « educational apps » is searched around 720 times a month (same source). A Google Ads App campaign shows your app on Google Search, Google Play and YouTube, and can aim for an in-app action, a sign-up or a subscription, rather than the install alone.
What I Track For An Educational App
I currently work with an educational app studio, with conversions that follow usage inside the app, beyond the install. That tracking is what shows which campaign brings learners who stay.
The Learning Calendar
In the UK, « lms platform » was searched around 720 times in March 2026 and 260 times in July 2026, and « educational apps » around 1,000 times in January 2026 (Google Keyword Planner): the budget follows the training calendar for platforms, and January for apps.
The method, applied to your organization
1
Compliance + journey audit
Ads, pages, enrollment form: what's compliant, what converts, what blocks.
2
Structure by intent
Target job, certification, funding: one campaign per real candidate motivation.
3
Tracking all the way to the application
From visit to completed application: every step measured to optimize on real enrollments.
4
Steering by intake
Budgets in waves, aligned with your session calendar, adjusted week by week.
Direct outreach (calls, SMS, emails, private messages) is banned. Responding to a deliberate search stays workable under strict conditions: protected brands, compliant wording, zero misleading promises. We validate the exact framework together based on your offer before launching anything.
Our courses are funded (CPF, OPCO): what does that change?
A lot: the wording of your ads, the mentions on the page, and the enrollment journey. Funding presented poorly attracts window-shoppers; presented well, it reassures serious candidates.
B2C or B2B (companies, OPCO)?
The two are worked differently: individual candidates are captured on search, companies are worked over longer cycles (Search + LinkedIn depending on the case). We prioritize based on your revenue mix.
How do you measure an enrollment?
In steps: information request, application started, application completed, entry into training when you report it back to me. Campaigns optimize on the deepest measurable step.
What About Universities And Business Schools?
The method stays the same: answer the search of people choosing their programme, and measure through to the submitted application. The budget follows each programme's application calendar, and a programme open to international students gets its own campaigns by country and language.
What Happens After You Click
1
7 Questions
A short form: your website, your budget, your goal. Two minutes is all it takes.
2
A 20-Min Call
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
3
Your Access And My Onboarding
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
4
Building Your Strategy
We start building your strategy from everything you have shared with me.
5
Our Day-To-Day Communication
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Slack
Microsoft Teams
Gmail
Google Chat
WhatsApp
Shall we talk about your enrollments?
Your offer, your intake calendar, your funding framework. You leave with concrete levers, even if we don't end up working together.
