Paid Media That Turns Search, Social, and Programmatic Into Pipeline
Search and Social Advertising, Run as One Program
Paid Media
Search Engine Advertising
Show up at the top of Google the moment an education buyer is searching. We plan, build, and manage your paid search program and measure it on pipeline, not clicks.
Paid Social
Social Media Advertising
Reach educators, administrators, and decision-makers before they search. We run paid campaigns on LinkedIn, Meta, and X, targeting the roles and institutions that matter.
Programmatic & CTV
We build programmatic and CTV into your paid media mix — placing display, video, and connected-TV ads across the open web and streaming platforms to put your brand in front of buyers wherever they spend time, not just where they search.
Why EdTech Brands Choose PIP for Paid Media
Built for education's long, multi-stakeholder buying cycles
A combined paid-search, paid-social, and programmatic plan tied to your pipeline
One connected program across search and social, not disconnected buys
Campaign build, management, and creative across every channel we run
Messaging aligned to enrollment, retention, and student outcomes
Full-funnel conversion tracking and attribution — from first impression to closed pipeline
A Google Partner, Meta Business Partner, and LinkedIn Marketing Partner
One shared dashboard, reporting cost per lead, ROAS, and conversion rate across all channels
Trusted by Education Brands
Google Partner and Meta Business Partner
Trusted by leading EdTech and publishing brands
Turns paid media into qualified pipeline
Frequently Asked Questions About Paid Media for EdTech
What is the difference between paid search and paid social?
Paid search puts text ads in front of people actively searching Google for what you offer, capturing existing intent. Paid social places ads in front of people on LinkedIn, Meta, and X based on who they are, building demand before they search. Together they cover both sides of the funnel: capture and create.
What is the difference between SEM and SEO?
SEM (search engine marketing) buys visibility through paid search ads that go live almost immediately, while SEO earns unpaid organic rankings that build over time. SEM gives fast, controllable traffic; SEO compounds and lowers long-term cost. Most EdTech teams run both.
How much does paid media cost for an EdTech company?
Paid media has two parts: the ad budget you pay Google and the social platforms, and management to plan and optimize campaigns. There is no single price; it depends on your goals, competition, and channels. Partner in Publishing scopes a budget to your pipeline targets and focuses spend on what converts.
Which platforms does PIP run ads on?
Partner in Publishing runs paid search on Google (and Microsoft where it fits) and paid social on LinkedIn, Meta, and X. As a Google Partner, Meta Business Partner, and LinkedIn Marketing Partner, we prioritize the channels where your education buyers actually research and decide.
Does PIP run programmatic and CTV advertising?
Yes — programmatic and CTV are part of our connected paid media approach, used to extend reach beyond search and social into display and streaming, targeted at the same buyer audiences. We build it into your program alongside search and social so all three work off the same targeting and measurement, rather than running as a separate buy.
How quickly does paid media produce results?
Paid search and paid social can drive qualified traffic within days of launch, which is why paid media is the fastest way to test demand or support a launch. Turning that traffic into a qualified pipeline takes a few weeks of optimization. Results stop when you stop spending, so paid works best paired with organic.
Ready to Put Your Budget Where Buyers Are?
See How PIP Can Help
PAID MEDIA
Social Media Advertising
Programmatic & CTV
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