- Search and AI visibility
- Admissions answered
- International recruitment
Industries · Education & training
Education marketing agency for institutions that recruit internationally
We are an education marketing agency for private universities, business schools, international schools, academies and language schools. We make your programmes visible on Google and in AI answers, make sure every enquiry gets a prompt reply and measure student recruitment through to enrolment.
Personal reply, No obligation, English, Español
Context
How people choose where to study in 2026
In 2026, a prospective student or their family discovers an institution through search, social and video and, increasingly, an AI answer. An education marketing agency makes sure your programmes are present and well explained in all three. Google's AI Overviews have been live in Spain since March 2025 and AI Mode in Spanish since October 2025, so a first shortlist can appear before anyone visits a website.
Candidates then narrow that list to three or four institutions and weigh curriculum, faculty, accreditations, outcomes, fees, language and student reviews. For a school, the family compares; for a master's, the student. Google names non-commodity content, first-hand and expert, as the most influential long-term factor in AI search: in education, that means showing how learning really happens at your institution.
The decision is made in a conversation: an enquiry, an open day, an interview. The institution that replies promptly and clearly starts ahead, so we plan visibility, advertising and follow-up together, with AI agents and automation where they help, as set out in our method.
In depth
AI assistants in the choice of institution
AI assistants already take part in choosing where to study: candidates describe their situation and get an answer citing a few sources. A place there can't be bought or guaranteed; it depends on your site explaining each programme clearly and on crawlers being able to read it.
Google says there are no special requirements for AI Overviews or AI Mode: a page must be indexed and eligible to show with a snippet. Its systems run several related searches at once, which favours the programme page that answers everything: entry requirements, curriculum, timetable, fees, scholarships and dates. That is the work of GEO, built on solid SEO.
Markup alone no longer does it: Google retired course info rich results in 2025, and FAQ rich results stopped showing in May 2026. ChatGPT, Claude and Perplexity read the web with their own crawlers, so we check that your robots.txt and CDN aren't blocking them (since 1 July 2025, Cloudflare has blocked known AI crawlers by default and asks new domains to choose). More in how to appear in ChatGPT.
In depth
Admissions calendars, languages and markets
Student recruitment is seasonal: every programme has its intake, and demand starts many months earlier. For schools, families decide around open days; for undergraduate degrees, around entrance exams; master's and executive programmes have several intakes a year; academies and language schools peak around exams, the summer and September. Content and campaigns must be ready when research starts, not when the deadline closes.
Language is the other variable. Those coming from abroad decide earliest, with visas, paperwork and travel to arrange, and they search in their own language: degrees and scholarships go by different names in each country. Each version is written natively, never machine-translated, and linked with hreflang through international SEO. If your institution is in Mallorca, the island is part of the case, told through practical facts.
In depth
Advertising to recruit students: limits and options
Education advertising today runs on Google Search, YouTube and social media, and only tentatively inside AI assistants. It has a clear limit when the audience includes minors: the EU Digital Services Act bars platforms from showing minors ads based on profiling.
Search campaigns on Google Ads reach people already looking for a specific programme, organised by degree, intake and market. YouTube video and paid social introduce the institution to people who don't know it yet. With targeting largely automated, what counts is the creative, the landing page and clean conversion signals. For schools, campaigns address families.
As of October 2026, ChatGPT shows ads in Spain (since 24 August 2026) only on its Free and Go plans, contextually and not to users identified as under 18. Ads inside AI Overviews are not available in Spain (they can show above or below them), and Gemini, Claude and Perplexity carry no advertising. More in our ChatGPT ads guide.
In depth
How we measure student recruitment
We measure the whole journey, from first visit to enquiry, interview and enrolment, by programme, market and channel. A submitted form is not the goal; knowing which spend ends in enrolled students is. So we connect the website and campaigns to the admissions CRM, with consent-aware analytics, Consent Mode v2 and enhanced conversions.
Visibility is a leading indicator. Since 31 August 2026, Search Console has offered every site generative AI performance reports for AI Overviews and AI Mode, showing impressions, not clicks; Bing Webmaster Tools adds citations in Copilot. Because enrolments take months, we read results by intake, with measurement that doesn't credit everything to the last click.
- Enquiries by programme, market and language.
- Time to first reply for each enquiry.
- Progress from enquiry to visit, interview and enrolment.
- Presence in AI answers for each programme's key questions.
Industry challenges
The challenges of student recruitment
Long, shared decisions
Weeks or months pass between the first search and enrolment, and student, family and sometimes employer all have a say. Marketing has to keep pace throughout.
Programmes that look the same
Many websites describe their degrees in the same phrases. Without specifics (how teaching works, who teaches), neither people nor AI find a reason to choose you.
AI answers before your website does
Candidates arrive with a list drawn up by an assistant. If your information is thin or crawlers can't read it, you aren't on it.
Enquiries that go cold
People write to several institutions at once, often out of hours. A reply that takes days arrives too late.
Minors, data and claims
Part of the audience is under 18, and every employability figure or ranking position must be provable. Compliance is part of the plan from the start.
Key channels
The channels that matter in education
Six surfaces account for most discovery and decisions; their weight shifts with the type of institution.
Google and its AI answers
Searches by degree, study mode and city, with AI Overviews and AI Mode live in Spain, where Google remains the dominant search engine.
AI assistants
ChatGPT, Gemini, Copilot, Perplexity and Claude are used to compare options. Presence is mostly organic: citable content and consistent facts.
Google Maps and Business Profile
Decisive for schools, academies and language schools with premises: categories, hours, photos and genuine reviews, through local SEO.
YouTube, Instagram, TikTok and LinkedIn
Video shows what a brochure can't: classrooms, teachers and students. LinkedIn matters for postgraduate and executive education.
Portals, directories and rankings
Master's comparison sites and school directories: complete listings that match your website, because AI assistants can use them as sources too.
Email, WhatsApp and phone
Where enrolment is settled. WhatsApp is Spain's most used social platform; marketing email needs prior consent and an easy opt-out in every message.
Action plan
Our playbook for education providers
Six workstreams, activated by type of institution, intakes and markets.
Programme pages AI can cite
One page per degree covering everything people ask before enrolling, written with your academic team and accessible to AI crawlers.
International SEO by market
Search research by country and language, native versions with hreflang and practical content on entry, visas, costs and calendar.
Campaigns by programme and intake
Google Ads by degree, market and deadline, with dedicated landing pages and conversions tied to enrolment, not just the form.
Admissions agent with human handoff
A website and WhatsApp assistant that answers questions on programmes, requirements and dates, takes the enquiry and books a visit. It identifies itself as AI and hands over to admissions.
Automated enrolment journey
Email and WhatsApp sequences from enquiry to arrival: deadlines, documents, open-day invitations and welcome, all driven from the CRM.
Programme films and campus video
Real classes, faculty and students on film, with short cuts for social and ads and longer versions for the website.
Customer journey
The prospective student's journey
Five moments, and what the candidate should find at each.
Phase 01 / 05
Exploration
An open question to Google or an AI assistant: what to study, where and in which language. They should find your institution cited.
Phase 02 / 05
Shortlist
Three or four institutions compared on curriculum, faculty, fees and reviews. Complete, honest pages beat generic ones.
Phase 03 / 05
Enquiry
A form, a WhatsApp message or a call. They need a quick reply, in their language, with a clear next step.
Phase 04 / 05
Visit or interview
An open day, online session or admissions interview. Timely reminders help reduce no-shows.
Phase 05 / 05
Enrolment and arrival
Documents, payment and welcome. A clear process prevents last-minute drop-outs, and a well-received student recommends you.
Key services
The services that move the needle
International & Multilingual SEO
International SEO that makes every language and market version of your site findable: architecture, hreflang, native keywords and country tracking.
AI Agents & Chatbots
AI chatbots and voice agents that answer, qualify and book in several languages, disclose they are AI and hand over to a person.
Lifecycle Marketing, CRM & Automation
One system for CRM, email, WhatsApp and SMS that guides every contact from sign-up to repeat purchase, built on consented first-party data.
Google Ads Management
Google Ads for the AI Max era: Search, Performance Max and Demand Gen on reliable tracking, in an account you own.
Video & Photo Production
Camera-led brand films, corporate and social video, photography and video podcasts, delivered with cut-downs, subtitles and language versions.
Generative Engine Optimization (GEO)
GEO so ChatGPT, Gemini, Claude, Perplexity and Copilot can find, understand and cite your brand, built on solid SEO.
Regulation
Rules that shape education marketing
Applied by default; not a substitute for your institution's legal advice.
Advertising and minors
The EU Digital Services Act bars platforms from showing minors ads based on profiling and, as of October 2026, ChatGPT does not show ads to users identified as under 18.
Data and consent
GDPR-compliant form notices, analytics and advertising cookies only after consent (per the AEPD guide) and marketing email with prior consent (Spain's LSSI). With minors' data, we define the process with the institution's legal adviser.
Transparent AI agents
Since 2 August 2026, Article 50 of the EU AI Act has required users to be told they are talking to an AI. Our agents say so at the start and hand over to admissions staff.
Comparative claims
Rankings, accreditations and employability rates are published only with a source and a date, and reviewed with the institution's legal adviser before publication.
FAQ
Frequently asked questions
What does an education marketing agency do?
An education marketing agency helps an institution get found, understood and chosen by the right students: visibility in search engines and AI answers, advertising, content and video, admissions response and follow-up through to enrolment.
Which types of institution do you work with?
Private universities and business schools, private and international schools, on-site and online academies and language schools. As a higher education marketing agency we focus on international recruitment; as an international school marketing agency, on local search and families; language school marketing leans on course searches and fast replies. We are based in Palma de Mallorca and work across Spain and internationally.
When should student recruitment marketing start?
Well before applications open. Organic content usually needs months to rank, and international candidates decide earlier than local ones. We plan by intake: content first, campaigns when active searching begins, follow-up before the deadline.
Can an education provider advertise in ChatGPT or in Google's AI answers?
In ChatGPT, yes, with caveats: as of October 2026 it shows ads in Spain on its Free and Go plans, contextually, and not to users identified as under 18. At that date, ads inside AI Overviews are not available in Spain, though they can show above or below them. More in AI advertising.
Can you advertise to under-18s?
Within clear limits. Platforms may not show minors ads based on profiling, so school campaigns address parents and guardians. We review each platform's policies with the institution's legal adviser.
Can an AI agent handle admissions enquiries?
It can handle the first part: answering questions about programmes, requirements and dates, in several languages at any hour, and booking an appointment. It doesn't decide admissions: it identifies itself as AI and hands over to a person. More in AI agents for lead capture.
Can you guarantee a number of enrolments?
No. Enrolment depends on the programme, fees, competition and admissions team as well as on marketing. We commit to a clear plan, justified priorities and honest measurement of enquiries and enrolments by channel.
Contact
Start with a recruitment diagnosis
We'll show you how Google and AI assistants see your programmes today, where enquiries are lost and what we'd tackle first before the next intake.
Personal reply, No obligation, English, Español
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