Search ads for sports schools: reaching parents who are already looking for a club.
When a parent searches «judo club for kids Almaty», they've already decided on sport and are choosing where. We set up Google Ads and Yandex Direct for such queries by sport and district, send traffic to a page with the schedule and trial booking, and calculate the cost per student.
Search ads catch hot demand: a parent looking for a specific sport for a child of a certain age in their district. There are fewer such queries than people in a targeted audience, but conversion to a trial booking is higher. The key is to split campaigns by sport and district and send each to its own page, not the home page.
In Kazakhstan most search volume is on Google, so we start with Google Ads: search campaigns, Google Maps ads for branches, retargeting. We add Yandex Direct if your queries have noticeable volume in the city and it pays off.
Demand is seasonal: in late August and September there are many times more queries than in November, and bids rise with them. We plan the budget by month and prepare landing pages for enrollment, camps and the January wave in advance.
What managing a club's search ads includes.
Queries for each sport, age and district in Russian and Kazakh, negative keywords: «coach jobs», «buy uniform», «essay».
Geo around each gym, ad scheduling, separate ads with the address and district in the text.
Maps ads and location extensions for each branch — the parent sees the nearest gym and gets directions.
A page per sport and age with schedule, membership price, coach and trial booking; improvements where needed.
Call and WhatsApp button extensions, call tracking, all inquiries go to the CRM tagged with the campaign.
Separate campaigns and budgets for September and January enrollment, summer camps and training camps.
For those who visited the site but didn't book — on the Google Display Network and Yandex Advertising Network, with a reminder about trials and free spots.
Cost per inquiry, trial booking and membership for each campaign — from CRM data, weekly.
Campaign structure.
- Search: sport + for kids + city
- Search: sport + district, for each branch
- Search: sport + age
- Search: membership price and trial session
- Search in Kazakh
- Google Maps and location extensions
- Season: summer camps and training camps
- Retargeting on GDN and YAN
- Yandex Direct — if query volume is sufficient
Where to send a club's ad traffic.
The most common mistake in search ads for sports is sending every ad to the home page, with five sports, three branches and no schedule. A parent who searched «swimming for 5-year-olds Yesil district» should land on a page about swimming for little ones at that branch: group age, days and times, membership price, coach, pool photos and a «Book a trial» button.
If such pages don't exist, we build landing pages for the 3–5 main sports before launch. It's cheaper than paying for clicks that don't convert. A dedicated website for sports schools with this structure pays back ads better than any bid tuning.
What a sports school should choose.
- Search ads — for sports people search for deliberately: swimming, martial arts, tennis, gymnastics, camps. High conversion to booking, but volume is limited by the number of queries in the district.
- Targeted ads — for mass enrollment of little ones and schoolchildren, when demand needs to be created: the parent wasn't looking for a club but saw a training video near home.
- Both — in enrollment season: search captures hot demand, targeted ads add volume, retargeting connects both audiences.
For a school with one gym and a small budget we usually start with search ads for 2–3 sports and 2GIS listings, and add targeted ads by September.
What drives the price of management.
Search ad management for one school on one platform in one city — ₸150,000–₸250,000 per month; Google Ads and Yandex Direct together, several branches or two languages — ₸250,000–₸400,000. The ad budget is separate, from ₸200,000 per month, during enrollment season in Almaty for popular sports — from ₸250,000–₸400,000. Setup is included in the first month; a one-time setup without management — ₸150,000.
Improving or building landing pages — by estimate. General terms — on the search advertising page.
The short version.
How much do search ads for a club cost?
Management — from ₸150,000 per month, click budget separately from ₸200,000. One-time setup without management — ₸150,000.
Google Ads or Yandex Direct?
In Kazakhstan most search volume is on Google, so we start with Google Ads. We add Yandex Direct if your queries have volume in the city.
Can we advertise only in our district?
Yes: geo around the branch, district names in queries and ads, Google Maps ads. This way the budget doesn't go to parents on the other side of the city.
When are bids highest?
In late August and September, when every club is enrolling. That's why we plan the season's budget in advance and launch campaigns from mid-August.
Do we need a new website for search ads?
Not necessarily, but you need landing pages per sport with schedule and booking. If there are none, we build 3–5 pages before launching ads.
Same service for other industries
Want inquiries from parents already looking for a club? Describe your sports and branches — we'll propose campaigns and a budget.
Tell us which sports and ages, where your branches are and whether you have a website. We'll reply with a campaign structure and estimate within 1–2 business days.