Sayonara concentrated Google Ads within the enrolment period for Eigocenter, also known as EIGO Center, and continued with SEO and local presence after it closed. The case reports 516 recorded form events and assistant-origin sessions rising from one to 23.
Based in Jerez de la Frontera, the centre offers vocational hospitality and gastronomy education alongside private and specialist courses. Its website presents intermediate and higher-level vocational programmes with 1,620 hours of theory and 380 hours of practical training. According to the agency’s account, its work began after a business-model change and a rebrand, when the different training lines still lacked a digital acquisition strategy. The commercial challenge was to make the offer known alongside established competitors and public-sector alternatives.
Sayonara published the case on Sept. 14, 2026. Its charts show June, July and August without specifying the measurement year. The sequence allows analysis of how recorded activity changed across those months; the recent search calendar and education data accompanying this article provide separate context.
Forms remain active after the first month
The published series records 239 form events in June, 87 in July and 190 in August: 516 in total. The agency calls them leads, although the chart note identifies the specific measure as Google Analytics 4’s form_submit event. This is a count of recorded events, rather than 516 distinct people or enrolled students.
Recorded form submissions in the case
Recorded form_submit events across the case’s three reported months. These are form-measurement events rather than a count of unique people.
events
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The 516 events do not necessarily represent unique people, qualified contacts or enrolments. The case does not state the measurement year.
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| Category | form_submit events |
|---|---|
| June | 239 events |
| July | 87 events |
| August | 190 events |
Activity falls after the first month and rises again in August. That shape matters to a business selling several kinds of training. Closing one application round can reduce the urgency of a particular enrolment while enquiries about other qualifications, remaining places in additional intakes or future courses continue. Sayonara describes those destinations for its work after the initial campaign.
In its account of the project, the agency says Google Ads was concentrated within the official enrolment period. It connects the reduced advertising emphasis with the deadline closing and places being almost entirely filled. SEO would then address remaining places in additional enrolment rounds and generate contacts for future training, including cross-selling between intermediate and higher-level vocational programmes and complementary courses.
Paid activity recedes and AI appears from a small base
Sessions attributed to Google Ads in the case’s Paid Search category fall from 383 in June to 20 in July and one in August. Sessions originating from AI assistants follow another sequence: one, three and 23. The agency says this last series includes sessions originating from ChatGPT.
Paid Search and AI assistants: reported sessions
Two session series from the same case: paid search and AI-assistant referrals. Month labels are retained as published.
sessions
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These are neither shares of total traffic nor channel conversion counts. The AI series includes chatgpt.com. Moving from 1 to 23 sessions adds 22 sessions; the year and complete filters are not published.
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| Category | Paid Search | AI assistants |
|---|---|---|
| June | 383 sessions | 1 sessions |
| July | 20 sessions | 3 sessions |
| August | 1 sessions | 23 sessions |
The 23-fold multiplier Sayonara highlights begins with one session and ends with 23: an addition of 22 sessions. That scale puts the channel’s emergence in context without confusing relative growth with a large absolute contribution. Both series compare sessions; the forms in the first chart are counted separately, without a breakdown of their originating channel.
The described intervention combines SEO work with local business listings and mentions in local, national and sector directories. Sayonara presents those actions as a way to strengthen traditional search and visibility in AI answers. The case shows form activity continuing as paid sessions decline, but that coincidence does not isolate the contribution of each action.
The change in allocation has a clear commercial rationale: concentrate advertising effort when a place can be booked, and keep information about the centre available when a decision has a different horizon. Sayonara connects assistant visibility with young people, parents and tutors seeking guidance and comparing centres. The sessions add an entry point to that journey, whose next step remains an enquiry about a specific course.
Educational searches have more than one window of interest
Comparing Spanish searches for “formación profesional,” “fp,” “curso cocina” and “cursos de cocina” reveals the timing of demand. On the shared scale, “fp” reaches 100 in the week of June 21-27, 2026, and returns to 81 during Sept. 13-19. The full expression “formación profesional” records its maximum, 10, in the same June week.
Vocational-training searches peak in June and rise again in September
A national comparison of four search expressions. Complete weeks only, from October 26, 2025, to October 17, 2026.
interest index (0–100)
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| Category | formación profesional | fp | curso cocina | cursos de cocina |
|---|---|---|---|---|
| 2025-10-26/2025-11-01 | 6 interest index (0–100) | 38 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2025-11-02/2025-11-08 | 6 interest index (0–100) | 38 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2025-11-09/2025-11-15 | 6 interest index (0–100) | 36 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2025-11-16/2025-11-22 | 6 interest index (0–100) | 39 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2025-11-23/2025-11-29 | 6 interest index (0–100) | 36 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2025-11-30/2025-12-06 | 5 interest index (0–100) | 38 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2025-12-07/2025-12-13 | 5 interest index (0–100) | 36 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2025-12-14/2025-12-20 | 5 interest index (0–100) | 36 interest index (0–100) | 2 interest index (0–100) | 1 interest index (0–100) |
| 2025-12-21/2025-12-27 | 3 interest index (0–100) | 20 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2025-12-28/2026-01-03 | 3 interest index (0–100) | 20 interest index (0–100) | 2 interest index (0–100) | 1 interest index (0–100) |
| 2026-01-04/2026-01-10 | 4 interest index (0–100) | 32 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-01-11/2026-01-17 | 6 interest index (0–100) | 41 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-01-18/2026-01-24 | 6 interest index (0–100) | 41 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-01-25/2026-01-31 | 7 interest index (0–100) | 39 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-02-01/2026-02-07 | 7 interest index (0–100) | 41 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-02-08/2026-02-14 | 6 interest index (0–100) | 41 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-02-15/2026-02-21 | 5 interest index (0–100) | 40 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-02-22/2026-02-28 | 6 interest index (0–100) | 48 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-03-01/2026-03-07 | 7 interest index (0–100) | 53 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-03-08/2026-03-14 | 7 interest index (0–100) | 52 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-03-15/2026-03-21 | 6 interest index (0–100) | 44 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-03-22/2026-03-28 | 6 interest index (0–100) | 48 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-03-29/2026-04-04 | 4 interest index (0–100) | 33 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-04-05/2026-04-11 | 7 interest index (0–100) | 45 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-04-12/2026-04-18 | 7 interest index (0–100) | 56 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-04-19/2026-04-25 | 6 interest index (0–100) | 54 interest index (0–100) | 1 interest index (0–100) | Not available |
| 2026-04-26/2026-05-02 | 7 interest index (0–100) | 45 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-05-03/2026-05-09 | 8 interest index (0–100) | 60 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-05-10/2026-05-16 | 7 interest index (0–100) | 58 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-05-17/2026-05-23 | 9 interest index (0–100) | 72 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-05-24/2026-05-30 | 8 interest index (0–100) | 67 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-05-31/2026-06-06 | 7 interest index (0–100) | 70 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-06-07/2026-06-13 | 7 interest index (0–100) | 73 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-06-14/2026-06-20 | 9 interest index (0–100) | 93 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-06-21/2026-06-27 | 10 interest index (0–100) | 100 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-06-28/2026-07-04 | 7 interest index (0–100) | 78 interest index (0–100) | 1 interest index (0–100) | Not available |
| 2026-07-05/2026-07-11 | 7 interest index (0–100) | 78 interest index (0–100) | 1 interest index (0–100) | Not available |
| 2026-07-12/2026-07-18 | 6 interest index (0–100) | 69 interest index (0–100) | 1 interest index (0–100) | Not available |
| 2026-07-19/2026-07-25 | 7 interest index (0–100) | 60 interest index (0–100) | 1 interest index (0–100) | Not available |
| 2026-07-26/2026-08-01 | 5 interest index (0–100) | 42 interest index (0–100) | 1 interest index (0–100) | Not available |
| 2026-08-02/2026-08-08 | 4 interest index (0–100) | 28 interest index (0–100) | 1 interest index (0–100) | Not available |
| 2026-08-09/2026-08-15 | 3 interest index (0–100) | 25 interest index (0–100) | 1 interest index (0–100) | Not available |
| 2026-08-16/2026-08-22 | 4 interest index (0–100) | 28 interest index (0–100) | 1 interest index (0–100) | Not available |
| 2026-08-23/2026-08-29 | 4 interest index (0–100) | 34 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-08-30/2026-09-05 | 7 interest index (0–100) | 71 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-09-06/2026-09-12 | 8 interest index (0–100) | 79 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-09-13/2026-09-19 | 7 interest index (0–100) | 81 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-09-20/2026-09-26 | 6 interest index (0–100) | 57 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-09-27/2026-10-03 | 8 interest index (0–100) | 48 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
| 2026-10-04/2026-10-10 | 5 interest index (0–100) | 45 interest index (0–100) | 1 interest index (0–100) | Not available |
| 2026-10-11/2026-10-17 | 5 interest index (0–100) | 40 interest index (0–100) | 1 interest index (0–100) | 1 interest index (0–100) |
The chart retains complete weeks from Oct. 26, 2025, to Oct. 17, 2026. It describes relative interest in those expressions, rather than enrolment applications. The cooking terms sit close to the lower resolution limit of this comparison, at one or two and with some below-one observations; their small scale does not independently establish accelerating demand.
The most useful observation for the case is that attention occurs at different points within that annual window. Concentrating ads requires reference to each programme’s actual deadline, while information about requirements, formats and future intakes can continue serving searches at other times. The observed calendar concerns 2025–2026; it does not establish the year of Sayonara’s published monthly observations.
Local presence places the offer in a territory
Regional interest in the search term “formación profesional” introduces another dimension. In the Spanish comparison covering Oct. 20, 2025, to Oct. 19, 2026, Ceuta records an index of 100, Melilla 66, Extremadura 50 and Andalusia 49. Catalonia records 12. These measure the relative weight of that search within each territory, rather than percentages of people or absolute market sizes.
Where “formación profesional” has greater relative search interest
Relative interest in the search term “formación profesional” within each region, from October 20, 2025, to October 19, 2026.
interest index (0–100)
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| Category | formación profesional |
|---|---|
| Ceuta | 100 interest index (0–100) |
| Melilla | 66 interest index (0–100) |
| Extremadura | 50 interest index (0–100) |
| Andalusia | 49 interest index (0–100) |
| Region of Murcia | 45 interest index (0–100) |
| La Rioja | 44 interest index (0–100) |
| Castile-La Mancha | 41 interest index (0–100) |
| Asturias | 40 interest index (0–100) |
| Canary Islands | 40 interest index (0–100) |
| Cantabria | 38 interest index (0–100) |
| Community of Madrid | 38 interest index (0–100) |
| Aragon | 38 interest index (0–100) |
| Castile and León | 36 interest index (0–100) |
| Galicia | 35 interest index (0–100) |
| Navarre | 35 interest index (0–100) |
| Valencian Community | 30 interest index (0–100) |
| Basque Country | 26 interest index (0–100) |
| Balearic Islands | 20 interest index (0–100) |
| Catalonia | 12 interest index (0–100) |
Andalusia provides the regional setting for the Jerez centre, but acquiring applicants for practical training also requires information about where it takes place. EIGO describes classrooms, workshops, tasting spaces and a teaching restaurant. Its hospitality proposition rests on facilities and practical work, placing the decision beyond a generic list of courses.
The local listings and directories Sayonara worked on fit the need to identify an institution, locate it and understand its offer. The same information can participate in a search for the centre or a comparison of alternatives. The agency connects that work with SEO and AI visibility; the territorial analysis helps explain why location has a distinct role within acquisition.
The comparison adds a territorial perspective: educational interest has a geographical distribution, and the centre has a specific physical presence. The commercial usefulness of local information lies in making that relationship understandable before someone decides to enquire or travel.
Learning digitally and enrolling are different decisions
Eurostat’s 2025 figures for Spain show wide differences in participation in online-learning activities. The proportion is 81.41% among people aged 16–24, 65.32% among those aged 25–34 and 54.57% among those aged 35–44. It falls to 46.75% for ages 45–54 and 24.14% for ages 55–74.
Online learning in Spain by age, 2025
Percentage of individuals in each age group undertaking an online-learning activity in Spain in 2025.
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Any online-learning activity does not mean buying a course, enrolling in vocational training or studying at EIGO. The primary unit is percentage of individuals, not only internet users. The figure for people aged 75 or over is unavailable in 2025.
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| Category | Individuals in each age group |
|---|---|
| Aged 16–24 | 81.41% |
| Aged 25–34 | 65.32% |
| Aged 35–44 | 54.57% |
| Aged 45–54 | 46.75% |
| Aged 55–74 | 24.14% |
The measure concerns individuals in each age group who undertook any of the online educational activities covered by the table. It includes using courses, learning materials or educational communication. It is not a training-purchase or vocational-enrolment rate. Its contribution to the case is to describe a setting in which digital engagement with learning reaches different ages, with varying intensity.
EIGO provides a specific example of practical training coexisting with digital resources. It presents Campus+ as a private student area offering course materials, supplementary activities and communication with tutors. The website describes it as a continuation of learning outside the classroom. Digital usefulness can therefore form part of the educational proposition, alongside helping people discover it and request information.
Its interest lies in assigning channels a role according to the intake and the interested person’s stage, rather than keeping them at the same level throughout the year. The 516 recorded form events, declining paid sessions and first assistant referrals describe pieces of that journey. The business rationale is to connect them with the educational offer still available, respecting each course’s calendar.
In this article
Marian Vasile
Marian Vasile is a MarTech and growth professional. His work spans product marketing, SEO, paid advertising and deep online tracking, including behavioral analytics and attribution.
