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Case Study

Building a Scalable Lead Pipeline with Google Ads

How a local childcare centre increased conversions and reduced cost per enquiry through a strategic Google Ads campaign.

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The Client

Project Overview

A childcare centre in Western Sydney approached us to build a consistent and cost-effective lead generation system using Google Ads.

Despite having a strong local reputation, the centre was not capturing enough online demand due to high competition from larger providers with significantly higher advertising budgets.

The goal was clear:

Generate high-quality enrolment enquiries while maintaining strong cost efficiency.

The Situation

The Challenges

The campaign needed to overcome several key challenges:

Competing against large national childcare providers with high ad spend

Managing multiple service offerings requiring different targeting strategies

Reaching a culturally diverse local audience effectively

Limited online brand presence impacting performance

This required a smart, strategic approach focused on precision and efficiency.
Our Solution

Our Strategy & Execution

We implemented a structured Google Ads strategy focused on performance and scalability:

Campaign Structure

  • Built segmented campaigns for different service types
  • Structured ad groups based on intent and audience
  • Implemented accurate tracking for calls, forms, and enquiries

Keyword & Targeting Strategy

  • Developed a 140+ keyword strategy across services and locations
  • Focused heavily on suburb-level and “near me” searches
  • Built extensive negative keyword list to reduce wasted spend
  • Identified high-intent, low-competition opportunities

Ad Copy & Messaging

  • Created multiple ad variations tailored to each service
  • Highlighted trust signals and key differentiators
  • Used clear, parent-focused messaging
  • A/B tested ad copy for performance improvement

Optimisation & Bidding

  • Adjusted bidding strategies based on performance data
  • Focused on high-converting devices and audiences
  • Prioritised phone call conversions for better results
  • Continuously refined campaigns based on data insights

Scaling Strategy

  • Introduced Performance Max campaigns
  • Launched remarketing and YouTube campaigns
  • Leveraged audience insights for expansion
  • Increased efficiency during peak enrolment periods
The Impact

Results & Outcomes

The campaign delivered strong performance improvements:

78%

Increase in conversions

5.14%

5.14% average CTR achieved

$3.87

Average CPC

$35.20

Cost per enquiry

140+

High-intent keywords targeted across campaigns

Strong performance achieved despite competitive market conditions.
Success Metrics

What This Campaign Achieved

  • Built a scalable and efficient Google Ads strategy

  • Increased enquiry volume while maintaining cost control

  • Improved targeting precision and campaign performance

  • Generated consistent, high-quality leads

  • Established a strong digital lead pipeline

Turned Google Ads into a reliable lead generation channel while keeping enquiry costs efficient in a highly competitive local market.
Key Insight

Key Takeaway

This campaign demonstrates that success in competitive markets is not about outspending competitors — but outmanoeuvring them.

By focusing on local intent, smart targeting, and continuous optimisation, businesses can achieve strong results even with limited budgets.

Want Similar Results for Your Business?

Let’s create a Google Ads strategy tailored to your business and start generating high-quality leads.

Request Free Consultation 1300 368 183