Customer story
Student enquiries up 3.0x for a Tricity study-abroad consultancy, below a crowded ad auction.
A Chandigarh study-abroad consultancy competed in a crowded, expensive ad auction for student enquiries. Webzenia built country, visa and IELTS content for what applicants research while choosing a destination and a consultancy, capturing that demand directly and lowering the cost of every enquiry.
The challenge
A Chandigarh study-abroad consultancy operated in one of the most contested ad auctions in the Tricity market, where dozens of consultancies bid on the same handful of keywords every intake season. Every enquiry came at a cost that climbed each year the auction got more crowded.
Students and parents planning to study abroad research a destination country, its visa process and IELTS requirements for months before they walk into a consultancy's office, comparing several agencies along the way. The consultancy's site covered its services broadly but had little of the country-specific and visa-process detail that research actually needed, so most of that traffic went to whoever had built the content instead.
The approach
Webzenia catalogued the country, course and visa searches applicants run at each stage of deciding where to study, using Ahrefs and Google Search Console to find the terms with the clearest gap between search volume and the consultancy's existing content.
Destination, visa and IELTS content came next, answering the questions a student typically brings to a first counselling session: intake deadlines, visa documentation, and what an IELTS band requirement actually means for a given course, reducing the guesswork before that first meeting.
City and university-specific pages followed for the destinations generating the most search interest, so a student comparing options for a specific country found the consultancy's guidance instead of a competitor's.
GA4 and CRM tracking connected enquiry form submissions back to the specific country and visa pages driving them, letting the team see cost per enquiry fall as organic replaced a growing share of the paid budget.
The results
Student enquiries from organic grew 3.0x over 8 months. The consultancy began winning enquiries it did not have to bid for in an increasingly expensive ad auction.
32 country and visa terms reached the top three results. Applicants researching a specific destination's visa process found the consultancy directly during the months they spend deciding, arriving at the consultation better informed.
Cost per enquiry fell 46%. As organic enquiries grew, the consultancy could pull back on the crowded keyword auction without losing intake volume, holding down its cost per enquiry even as competitors kept bidding it up.
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