Plenty of calls came in, but most were not serious students. Fixing the keywords and the landing pages changed the quality of the leads entirely.
Education 2 Success advises students on higher education and visas. Their problem was not the number of enquiries but the quality of them. Calls came in every day, but most were after information rather than ready to apply.
We restructured the campaign around intent — isolating the search terms used by people who genuinely intended to apply, and excluding everything else with negative keywords.
Ad spend was rising but enrolments were not, because the wrong people were clicking.
Intent-based keywords, dedicated landing pages, and a strict negative keyword list.
Isolating the words used by students who are ready to apply, not just browsing.
A separate, fast-loading, mobile-friendly page for each service.
Short videos from successful students, to build trust and to retarget with.
Knowing where each lead came from means faster and better-informed follow-up.
Reading the previous campaign's search term report to find the wasted spend.
Building a new campaign structure, ad groups and landing pages.
Reviewing search terms weekly and growing the negative keyword list.
Increasing budget on the keywords that were actually producing enrolments.
Not just “study abroad” — the focus was intent-driven keywords such as “which countries can you study in without IELTS” and “student visa consultancy in Sylhet”, where competition is lower but the interest behind the search is far higher.
You can add a keyword report or a Google Ads dashboard screenshot here.
Replace these with the real numbers from your Google Ads report.
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Let us research, free of charge, which keywords your customers are actually searching for.
