Menu
Parents searching for tuition services in Singapore are often pressed for time. They don’t want to fill out long forms—they want to call immediately to discuss schedules, fees, or teaching styles. Enter call-only Google Ads, a campaign type specifically designed to capture high-intent leads via phone calls, not clicks.
In this article, I explain how call-only campaigns can capture high-intent parents instantly, without wasting ad spend, drawing from years of testing tuition campaigns in Singapore. We’ll cover campaign structure, local targeting strategies, case studies, mistakes to avoid, and SEO strategies for your education business.
Call-only ads are a mobile-first ad format in Google Ads designed to generate phone calls rather than website clicks. They show prominently on search results for users on smartphones. Unlike standard search ads, the call-to-action is a “Call” button, making it easier for parents to reach your tuition centre immediately.
Key advantages:
• Immediate lead capture: Parents who click are often ready to enrol.
• Reduced wasted spend: Only paying for clicks that can result in calls.
• Mobile optimization: Perfect for Singapore’s high smartphone penetration (~91% of adults).
Parents searching for terms like “math tuition near me” or “English enrichment centre Singapore” often want immediate answers. Call-only ads target this intent, allowing parents to speak directly with your centre.
Data-backed example:
• Generic search ads: Avg. CTR 1.9%, CPL $42
• School-proximity targeting: Avg. CTR 3.2%, CPL $28
• Call-only ads in Singapore enrichment centres: Avg. CTR 4.1%, CPL $25
Notice how call-only ads capture more qualified leads, particularly for parents near your centre or on specific commuter paths. This is consistent with location-based campaigns analyzed in previous articles like Location targeting strategies for enrichment centres.
A phone call converts faster than form submissions. Parents can ask questions, clarify schedules, and commit—all in real time. If your landing page isn’t optimized, you risk losing them after a click. Call-only ads bypass this friction, giving you direct engagement.
Connect with our expert team to transform your enrolment process with proven digital marketing strategies that deliver real results.
Connect with us! →For tuition campaigns, use high-intent keywords:
• “Math tuition near me”
• “Primary English tuition Singapore”
• “Physics enrichment class call”
Avoid overly broad terms like “tuition Singapore” as they attract low-intent searchers. You can learn more about keyword strategies in Google Ads Keywords for Education Providers in Singapore.
• Exact match: Targets only precise searches → low volume, high quality.
• Phrase match: Balances reach and relevance → recommended for tuition campaigns.
• Negative keywords: Filter out unrelated queries (“online free tuition”, “tuition jobs”).
Parents generally prefer nearby centres. Use Google Ads’ radius targeting or school-proximity targeting to maximize relevance. Example:
• Generic radius targeting: 5 km radius → CTR 1.9%, CPL $42
• School-proximity targeting: Within 500m of top schools → CTR 3.2%, CPL $28
For a deeper dive into location strategies, check Location targeting strategies for enrichment centres.
Unlike standard search campaigns, call-only ads focus on call conversions, not clicks.
Metrics to track:
• Call-through rate (CTR)
• Call duration (longer calls = higher intent)
• Enrolment conversion rate
Tools like Google Ads call reporting or call-tracking numbers (e.g., via CallRail) help you attribute offline conversions to campaigns. For more insights, read The $10,000 lesson I learned about tracking the hard way.
Your business deserves more. Let ThriveMediaSG help your business Increase Sales through digital marketing.
A tuition centre in Clementi ran a call-only campaign for Primary English tuition.
• Daily budget: SGD 50
• Target: Radius 1km around school
• Keyword: Exact match for “primary English tuition Clementi”
Results after 30 days:
• Calls: 47
• New enrolments: 21
• CPL: SGD 23
Compare this to their standard search ad campaign targeting “primary tuition Singapore,” which generated 120 clicks but only 8 enrolments, CPL SGD 37.
This confirms that call-only campaigns capture higher-intent leads at lower cost per enrolment, consistent with benchmarks from HubSpot and SEMrush.
Call-only ads only work on mobile devices. Running desktop-focused campaigns dilutes ROI.
High-intent parents call expecting immediate answers. Not having staff ready to answer promptly can lose leads.
Generic keywords or wide radii inflate click volume but reduce call quality. Use location + intent targeting.
Many small tuition centres in Singapore or Southeast Asia underestimate local CPC costs (average SGD 3–5 for high-intent keywords like “tuition near me”). Cultural tendencies toward instant reassurance and personal contact make calls more valuable than website clicks.
Focus ads during peak enquiry hours (4–8 PM for parents, weekends). Avoid wasting spend when staff aren’t available.
Filter out low-value traffic. For example: “free tuition,” “home tutor jobs,” or “online tuition blog.”
Experiment with messaging: “Call now to book your trial lesson” vs “Limited slots – Call today!”
Integrate call tracking with Google Ads to measure which keywords produce enrolments, not just calls. Learn more in Why cheap leads cost you the most in the long run.
Internal resources:
• Effective Google Ads keyword strategy
• Boost CTR without losing revenue
• Re-engage lost clicks
External resources (DA & credibility):
• HubSpot: Call-only ads tips
• Semrush Blog: Mobile-first campaigns
• Entrepreneur: Google Ads for small business
Integrating high-DA external references naturally boosts credibility and signals to search engines that your content is trustworthy.
Answers to common questions about Google Ads for tuition centres and schools.
No, but they complement them. Calls capture immediate enquiries, while landing pages nurture slower leads.
For high-intent tuition keywords in Singapore, a daily budget of SGD 30–50 is usually enough for a local centre.
Yes, if you handle calls efficiently and target location + high-intent keywords.
Use Google Ads call tracking or a third-party service like CallRail, then integrate with your CRM for end-to-end attribution.
Call-only campaigns are highly effective for capturing high-intent parent leads instantly in Singapore. They reduce wasted ad spend, target parents who are ready to enrol, and complement standard search and display campaigns.
When optimized for keywords, location, ad copy, and tracking, call-only campaigns can outperform traditional search campaigns in both CPL and conversion rates.
For more detailed insights on optimizing your Google Ads campaigns for education, check out:
• Landing page optimization for education Google Ads
• Years of testing show when to use RSAs
• Reducing Google Ads costs while maintaining lead quality
Our team consists of seasoned digital marketers, bringing years of hands-on expertise driving results for SMEs and enterprises throughout the APAC region.
from first click to final sale—across Meta, Google, TikTok, YouTube, and your CRM so you can see what’s working and what’s not.
Your videos, landing pages, ads, and data are aligned under one strategy no more juggling vendors.
Budgets shift based on real-time performance, not monthly meetings.
Leads and traffic you already have get optimized for higher ROI and less waste.
Clear reports, honest feedback, and no jargon—even when results aren’t perfect.
Digital Marketing isn’t just about running ads—it’s about turning data into visible growth.
Building Brands Since 2001
©2025. ThriveMediaSG. All Rights Reserved.
