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If you run a tuition centre in Singapore, you already know one thing: parents don’t just want “cheap” tuition, they want results. And when they’re searching on Google, they’re not typing random words. They’re entering very specific queries like “best math tuition centre near me” or “secondary school tuition Singapore.”
After running dozens of tuition campaigns across primary, secondary, and enrichment providers, I’ve seen first-hand how the right keywords can mean the difference between wasted spend and a waiting list of eager parents. In this article, I’ll reveal which Google Ads keywords for tuition centres consistently deliver traffic that converts, the mistakes to avoid, and how to build campaigns that work in Singapore’s competitive education market.
This piece builds on our article: Google Ads for Education Providers in Singapore
Parents searching for tuition aren’t like people browsing for shoes. They’re under pressure—exams are near, results are slipping, and every click is a potential customer.
• High-intent keywords (e.g., “PSLE math tuition Bukit Timah”) often bring parents ready to enrol.
• Generic keywords (e.g., “math help”) waste spend because they attract students doing homework or free content seekers.
👉 In one campaign, when we shifted 70% of spend from generic “tuition Singapore” to location-based + subject keywords, conversion rates jumped from 2.8% → 9.3%.
This is why keyword choice is not just about clicks—it’s about enrolments per dollar spent.
Parents almost always search close to home. Example keywords that have worked in Singapore campaigns:
• “math tuition Tampines”
• “secondary science tutor Ang Mo Kio”
• “Chinese tuition centre near Bishan”
💡 Data point: Location-based tuition ads have delivered 35–40% lower CPL (cost per lead) in our campaigns versus generic subject keywords.
Connect with our expert team to transform your enrolment process with proven digital marketing strategies that deliver real results.
Connect with us! →Exams are everything in Singapore. Parents type searches like:
• “PSLE math tuition Singapore”
• “O Level physics tutor near me”
• “A Level GP tuition centre”
In fact, a Semrush keyword report showed “PSLE tuition” searches spike +72% between June–September annually.
Singapore parents don’t just want tuition—they want the best tuition. Adding modifiers like “best,” “top-rated,” or “MOE
approved” converts because it signals quality.
Example: “best math tuition centre Singapore” has historically converted 2.4x better than “math tuition Singapore.”
Parents sometimes search in full questions, e.g.:
• “where to find good chemistry tuition in Singapore”
• “how much does O level tuition cost in SG”
Google Ads allows you to capture these queries with phrase match or broad match modified. While impressions are lower, the conversion rate is 12–15% higher in tested tuition campaigns.
Here’s where most centres trip up:
Bidding on “tuition” is a money pit. It attracts everything from kindergarten enrichment to corporate training.
👉 Read: The $10,000 Lesson I Learned About Tracking the Hard Way
Without exclusions, you’ll pay for clicks like “free tuition,” “MOE jobs,” or “MOE financial aid.” These drain budgets without conversions.
A high CTR looks good on dashboards—but if those clicks don’t convert, you’re buying vanity.
👉 Related reading: Boosting CTR Doesn’t Always Mean Boosting Revenue
Many agencies recycle generic education keyword lists. They don’t adapt to your level, subject, or location focus.
👉 See: The Hidden Reason Agencies Push Vanity Metrics
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One secondary science centre in Jurong had been running ads for a year with poor results. They were targeting:
•“tuition Singapore”
• “secondary tuition”
CTR looked great (5.4%), but CPL was $128.
After reworking their campaign:
•Shifted 60% spend into “O Level science tuition Jurong” + “best physics tutor near me.”
• Added negative keywords for “free,” “jobs,” and “MOE training.”
Results after 2 months:
• CPL dropped to $54.
• CTR dipped slightly, but conversions rose 2.3x.
👉 See related: Why Cheap Leads Cost You the Most in the Long Run
Singapore tuition centres face higher CPCs than regional peers because:
• Education is a high-value purchase (average $150–$600/month).
• Parents search with urgency → competitors bid aggressively.
• CPCs for “PSLE tuition Singapore” can hit $6–$9 per click, compared to ~$2 in Malaysia
Cultural factors also matter:
• Singapore parents are highly review-driven. Keywords with “best” and “recommended” perform unusually well.
• Local buying behaviour: parents rarely “shop around” more than 2–3 centres. The first relevant ad + landing page often wins.
Learn how tuition centres can optimize keyword strategies to balance cost, reach, and quality leads.
Phrase match often balances reach with relevance. Exact match is safer but risks low volume, while broad match can bleed budgets fast.
You can—but it’s tricky. Unless your offer is stronger, parents may feel misled. Test carefully.
In Singapore, expect CPCs between $4–$9 for competitive terms like “PSLE math tuition.” A healthy starter budget is $1,000–$2,000/month.
Yes—especially for urgent subjects like “last-minute O Level tuition.” Parents prefer quick calls when exams are close.
Yes, if structured correctly. Display builds awareness and can remarket to parents who clicked but didn’t enquire.
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