Paid search case study
Massage Therapy College Google Ads Case Study
A British Columbia massage therapy college used Google Ads to reach more prospective students. The campaign focused on search term tracking and location targeting to see which queries and places generated real interest.
At a glance
Industry:
Education , Massage therapy college (British Columbia)
Services:
Digital roadmap and Digital roadmap
Relationship:
Google Ads management and measurement
Story type:
Evidence-led case study
The quick answer
At a glance
Created a data-first Google Ads approach. We tracked search terms and applied location targeting so the college could stop guessing which queries and communities produced inquiries.
Why this matters
This work is part of paid search management and measurement. If you need a broader plan that includes where paid search fits in your marketing, see Digital roadmap.
The problem
The problem
The college wanted more students from nearby communities. They could not see which search queries or locations led to actual inquiries. That made budgeting and keyword choices guesswork.
What we did
The work, step by step
Set up reliable tracking.
Connect ad clicks to the actions that count as inquiries so each search query can be measured.
Apply location targeting and focused ad copy.
Prioritize budget toward the towns and neighbourhoods that show real interest.
Review search term reports and shift keywords and bids.
Use the data to reallocate spend to the queries and places that produce inquiries.
Proof, with limits
What the proof shows
Search term tracking made visible which queries drove inquiries. Location targeting showed where those inquiries came from. With those signals, the team moved spend away from low-value queries and toward the queries and locations that produced interest.
What this does not prove
What this cannot prove: paid search tracking does not by itself prove long term enrollment, lifetime student value, or changes in admissions processes. Results vary by season, budget, and program changes. Ads also cannot fix website or enrollment flow issues that block conversions.
The lesson
Practical lesson
Before you pour budget into search ads, set up tracking that links clicks to real inquiries. Use search term and location data to focus spend. Keep testing and measuring because search behavior changes over time.
Service connection
This work is part of paid search management and measurement. If you need a broader plan that includes where paid search fits in your marketing, see Digital roadmap.
Useful next steps
Explore the work behind this story.
Questions before you decide
Frequently asked questions
What exactly was tracked?
We tracked the search queries that led to ad clicks and then tied those clicks to the site actions that count as inquiries.
Will these tactics work for other colleges?
Yes when the audience searches for programs by location or keyword. Good tracking is the first step to know if it will work for you.
How do we get started?
Start with an audit of your Ads and tracking. Then set up search term tracking and location targeting and run a short test to collect signals for budget decisions.
Your next move
Want results like these?
Tell us what is stuck. We will help you find the next clear move.