Paid Media for Higher Ed: Google Ads, Meta, and OTT Tactics That Actually Drive Enrollment

Title: Paid Media for Higher Ed: Google Ads, Meta, and OTT Tactics That Actually Drive Enrollment

Introduction Higher education institutions face increasing pressure to meet enrollment goals amid declining application rates and rising competition. Paid media offers a scalable, performance-driven solution to generate qualified leads and guide prospective students through the decision-making process. However, not all paid channels perform equally when it comes to cost efficiency, lead generation, and conversion.

This guide explores three of the most impactful paid media tactics for higher education—Google Ads, Meta (Facebook/Instagram), and OTT (Over-The-Top) advertising—and how universities can maximize enrollment success by leveraging each effectively.

Why Paid Media is Essential in Higher Education Marketing

Benefits of Paid Media:

• Immediate visibility for high-intent prospects
• Precise audience targeting by location, interests, behaviors, and intent
• Measurable outcomes including inquiries, applications, and enrollments
• Flexibility to scale campaigns based on enrollment cycles

A strategic media mix that blends direct response and awareness channels ensures universities generate both leads and long-term brand affinity.

Google Ads: Capturing High-Intent Prospects

Google Ads remains the cornerstone of enrollment marketing because it targets students actively searching for programs, scholarships, or admissions information.

Key Tactics:

• Search Ads: Focus on high-intent keywords such as “best nursing programs near me” or “apply to colleges in Florida.”
• Display Ads: Use for remarketing and awareness.
• YouTube Pre-Roll: Showcase student testimonials and virtual campus tours.

Best Practices:

• Geo-target by state or key feeder markets.
• Create ad groups by program or degree type.
• Develop high-converting landing pages with inquiry forms.

Performance Benchmarks:

• Average CPL: $125
• Strongest bottom-funnel conversion channel for inquiries and applications.

Meta (Facebook and Instagram): Engaging Prospects Mid-Funnel

Meta’s platforms allow universities to build relationships with prospective students and their parents through visually engaging and targeted ads.

Key Tactics:

• Video Ads: Highlight campus life, student success stories, and program offerings.
• Carousel Ads: Showcase multiple programs or campus amenities.
• Retargeting: Re-engage website visitors and prior leads.

Best Practices:

• Use Lookalike Audiences based on past applicants.
• Incorporate deadlines, financial aid information, and event promotions.
• Run parent-targeted campaigns focusing on ROI and student outcomes.

Performance Benchmarks:

• Average CPL: $75
• High engagement, strong source of inquiries, especially for undergraduate programs.

OTT/CTV Advertising: Building Awareness at Scale

Over-The-Top (OTT) and Connected TV (CTV) advertising help universities reach prospective students and parents on premium streaming platforms like Hulu, Roku, and YouTube TV.

Key Tactics:

• Develop emotionally resonant video creative showcasing campus life.
• Target households based on demographics, interests, and geographic regions.
• Run during peak enrollment periods to drive brand recall.

Best Practices:

• Keep videos between 15 to 30 seconds.
• Use call-to-actions encouraging visits to program pages or virtual tours.
• Layer OTT with other paid channels to maximize conversion potential.

Performance Benchmarks:

• Average CPL: $250-$350
• Excellent for awareness but should not dominate the budget due to higher costs.

Recommended Media Mix for Higher Ed Campaigns

Conclusion: Performance-Driven Paid Media Grows Enrollment

Paid media works when aligned with student intent, optimized creative, and data-driven targeting. Google Ads and Meta remain the most cost-effective drivers of student inquiries and applications, while OTT and YouTube amplify brand visibility during key decision periods.

Key Takeaways:

• Prioritize lower-funnel channels like Google Search for lead generation.
• Use Meta to nurture prospects and re-engage interest.
• Deploy OTT/CTV strategically for awareness—not as the primary budget driver.
• Continuously monitor CPL and optimize campaigns based on data.

For expert help managing paid media campaigns that grow enrollment, contact Propellant Media—your performance-driven higher education marketing partner.