In Nepal, education is the most competitive industry on Google. Period.

Type “BBA in Nepal” or “Study in Canada” into Google. You will see 4 ads at the top and 3 at the bottom.

If you are a marketing manager for a college or consultancy, you know the pain: High CPC, Low Quality Leads.

You spend Rs. 50,000 and get 100 calls from students asking “Is it free?” or “Do you have a job guarantee?”

Here is how to fix your campaigns and get serious admissions.

1. Stop Bidding on Broad Keywords

Creating the Problem: Bidding on “MBA”. Result: You pay for clicks from people looking for “MBA full form,” “MBA syllabus,” or “MBA jobs.”

The Solution: Use Phrase Match or Exact Match.

  • "MBA colleges in Kathmandu" (Phrase Match)
  • [Best BBA college for finance] (Exact Match)
  • +admission +2026 (Broad Match Modifier - Deprecated mostly, stick to Phrase).

2. The “Negative Keyword” List is Your Savior

You must manually tell Google what you DO NOT want. Go to your campaign and add these as Negatives immediately:

  • “Free”
  • “Scholarship” (Unless you offer 100%)
  • “Jobs” / “Vacancy” / “Career”
  • “Syllabus” / “Notes” / “PDF”
  • “Cheap”

This single step can save you 30-40% of your budget.

3. Creating “High Intent” Landing Pages

Sending traffic to your Homepage is burning money. Students get lost.

Create a dedicated Landing Page for each course.

  • Headline: “Admissions Open for BHM 2026 Intake - Affiliated to TU.”
  • Trust Signals: “100% Internship Placement,” “Alumni at Hilton/Marriott.”
  • The Form: Keep it short. Name, Phone, Email, Faculty.
    • Pro Tip: Add a “Lead Magnet” like “Download 2025 Placement Report” to get their email.

4. Geo-Targeting: Don’t Be Lazy

If you are a +2 College in Baneshwor without a hostel facility, do not show ads in Biratnagar. Even if they click, they won’t come.

Radius Targeting: Target “Kathmandu + 15km” or specific cities where you historically get students from.

5. Remarketing: The “Nudge” Effect

Students don’t buy immediate education like a pair of shoes. It’s a 3-6 month decision involving parents.

  • Strategy: If a student visits your “BBA Page” but doesn’t call, show them ads on YouTube and Display Network for the next 30 days.
  • Content: “Meet our Alumni,” “Scholarship Deadline Approaches,” “Campus Tour Video.”
  • Why: You stay “Top of Mind” when they finally decide with their parents.

6. Video Ads on YouTube (Cheaper Alternative)

Google Search Ads are expensive (Rs. 80-150/click for education). YouTube Ads cost Rs. 0.50 - Rs. 2 per view.

Run a “Student Testimonial” video as an ad before music videos or educational content. It builds massive brand awareness for a fraction of the cost.

Conclusion

The goal is not “More Clicks.” The goal is “More Enrolled Students.” Focus on Quality Score (Relevance) and Conversion Rate (Landing Page).

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