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Case Study

Driving Enrolment Enquiries with Google Ads

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

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The Client

Project Overview

A childcare centre in Western Sydney approached us to generate consistent enrolment enquiries through Google Ads.

Operating in a highly competitive local market, the centre needed to stand out against established providers while working within a limited advertising budget.

The goal was clear:

Attract high-intent local searches and convert them into genuine enquiries and tour bookings.

The Situation

The Challenges

The campaign faced several key challenges:

Highly competitive local market with numerous childcare providers

High-consideration decision-making process for parents

No existing Google Ads data or account history

Seasonal demand fluctuations impacting search behaviour

These challenges required a structured, data-driven approach.
Our Solution

Our Strategy & Execution

We implemented a full-funnel Google Ads strategy focused on performance and efficiency:

Campaign Structure

  • Built account from scratch with structured campaign segmentation
  • Separated campaigns by intent: branded, generic, and competitor
  • Implemented accurate conversion tracking (calls, forms, bookings)

Keyword & Targeting Strategy

  • Identified 120+ high-intent local keywords
  • Targeted suburb-level and location-specific searches
  • Segmented campaigns by age groups for relevance
  • Built extensive negative keyword list to reduce wasted spend

Ad Copy & Messaging

  • Developed multiple ad variations for testing
  • Focused on trust signals and local relevance
  • Highlighted key differentiators and benefits
  • A/B tested messaging for performance optimisation

Bid Strategy & Optimisation

  • Started with data collection strategy, then moved to Target CPA
  • Reduced cost per enquiry significantly through optimisation
  • Adjusted bids based on time-of-day and location performance
  • Allocated budget to highest-performing segments

Scaling Strategy

  • Introduced remarketing campaigns
  • Expanded into Performance Max campaigns
  • Increased budget during peak enrolment season
  • Leveraged audience data for better targeting
The Impact

Results & Outcomes

The campaign delivered strong performance improvements:

67%

Increase in conversions

4.82%

Average CTR achieved

$4.10

Average CPC

$38.60

Cost per enquiry

120+

High-intent keywords targeted

Strong performance achieved despite competitive market conditions.
Success Metrics

What This Campaign Achieved

  • Built a high-performing Google Ads account from scratch

  • Increased enquiry volume while controlling costs

  • Improved targeting precision and conversion efficiency

  • Created a scalable paid search strategy

  • Delivered consistent and measurable results

Established a reliable and cost-effective lead generation system in a highly competitive market
Key Insight

Key Takeaway

This campaign demonstrates that a structured Google Ads strategy can deliver strong results even in highly competitive local markets.

By focusing on intent-driven targeting, ongoing optimisation, and smart budget allocation, businesses can achieve consistent lead generation and long-term growth.

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