Unlocking Admissions Growth with a Student-First Digital Approach
Challenge
Despite strong programs and industry credibility, IICA lacked digital visibility and struggled to attract and convert quality chef-career leads.
Solution
Within three months, we elevated IICA’s visibility through stronger SEO and targeted Google & Meta ads, driving consistent high-quality leads.
Results
About IICA- International Institute of Culinary Arts, New Delhi
The International Institute of Culinary Arts (IICA), New Delhi, founded by legendary chef and hotelier Chef Virender Singh Datta, has been shaping successful culinary careers for over two decades. Located in Delhi’s vibrant Hauz Khas Village, the institute offers state-of-the-art learning facilities and internationally recognised qualifications, including City & Guilds (UK), BSI Learning Australia. With a strong industry-focused curriculum, globally experienced chef faculty, and 3,000+ alumni thriving in leading hospitality brands and entrepreneurial ventures, IICA has established itself as a true culinary knowledge hub. From Advanced Culinary Arts to Bakery & Patisserie and Hobby Chef Courses, the institute blends passion, discipline, and global standards to open doors for future chefs and empower them to build rewarding careers in the world of food.
We strengthened IICA’s SEO foundation by optimising key course pages, upgrading on-page content, and improving the technical health of the website — enabling IICA to rank prominently on Google and AI search for high-intent culinary and bakery-related keywords. To enhance IICA’s organic visibility and connect with aspiring chefs across Delhi NCR and India, we implemented a comprehensive SEO strategy tailored for culinary education- focused on discoverability, relevance, and stronger conversion intent. Key components included:
Key SEO Strategies Implemented
- Content Enhancement: We strengthened IICA’s top-performing course pages with richer, keyword-focused content to better address student search intent. We also created and refreshed informational blogs around culinary careers, chef skills, and course opportunities to expand organic reach and improve topical authority.
- On-Page SEO Optimization: Improved site navigation, internal linking, meta information, and first-fold content to help both users and search engines easily access high-intent pages. We further enhanced structured data, and overall on-page relevance to increase organic conversions and visibility across culinary and bakery keyword categories.
- Off-Page SEO Strategies: Strengthened IICA’s authority by securing quality backlinks, mentions, and listings from credible education and hospitality platforms- boosting trust signals and improving ranking stability for competitive keywords.
- Localized SEO Tactics: Executed India-centric SEO targeting Delhi-NCR and other key cities with strong hospitality and culinary aspirant clusters. This helped IICA appear more frequently in relevant “near me” searches and local high-intent student queries.
Location-Relevant Rankings
The content and structure for the website and center location profiles were optimized for better rankings.
Our lead generation strategy blended deep keyword insights with laser-focused audience targeting to attract students who were actively exploring engineering and management programs. Instead of broad, generic outreach, we prioritized high-intent users, optimized landing pages, and refined messaging based on real-time analytics. This ensured every marketing rupee delivered maximum impact generating not just more leads, but highly qualified inquiries that directly supported IICA’s admission goals.
Paid Ads Strategy for IICA
- Targeted Keyword Strategy: We focused primarily on course-specific keywords. Instead of broad keyword expansion, we prioritised high-intent searches directly aligned with the programs IICA offers.
- Geo-Targeting Based on Historical Data: Using past admission insights, we identified regions that consistently produced higher conversions. Campaigns were geo-segmented to prioritise those locations, ensuring ad spend was invested where interest and enrollment likelihood were already proven.
- Multi-Format Funnel Approach: The campaign covered the complete student decision journey. Search ads captured high-intent prospects, while display and social formats increased brand recall and nurtured interest.
- Messaging and Creative Alignment: All ad copies and creatives were aligned to IICA’s core positioning including accreditation, infrastructure, outcomes, and placement support. Messaging was adapted based on audience type; undergraduate aspirants received campus-driven messaging, while postgraduate audiences saw outcomes and ROI-focused communication.
- Continuous Optimisation and Insights-Driven Scaling: Budget allocation was continuously refined based on geography, keyword performance, and lead quality analysis. Ongoing A/B testing helped identify the most effective combinations of CTA, messaging, and ad format.
Over time, the strategy shifted from experimentation to optimisation, improving conversion velocity and reducing cost per qualified lead.
Expanded Lead Generation
We targeted the right audience, built effective ads, and ran campaigns optimized for high ROI.
Testimonial
Mr. Arjun Datta | Managing Director
“AdClear has demonstrated a strong understanding of our niche and the specific dynamics of specialised education. Their approach reflects a clear grasp of our objectives and audience, which has translated into well-structured digital initiatives. The team is professional, responsive, and measured in their commitments, with a consistent focus on delivering meaningful and sustainable outcomes.”
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