Want to fill your childcare spots but worried about wasting money on ads? Good news—you can run Google Ads on a budget and actually see results. It just takes a clear plan, the right keywords, and some smart tweaks along the way.

Let’s walk through how you can attract more enquiries, tours, and enrollments (without the stress).

1. Start With Clear Goals

Before you spend a cent, ask yourself:

What do I want these ads to do for my centre, and by when?

– Pick one main goal: More enquiries? Tours booked? Actual enrollments?

– Set a time frame: Try something like “20 enquiries in the next month.”

– Match your goal to your funnel:

    – Awareness: Are parents just starting to look?

    – Consideration: Are they comparing centres?

    – Conversion: Are they ready to book a tour or enroll?

– Decide on your key metrics:

    – Cost per enquiry

    – Click-through rate

    – Conversion rate

Pro tip: Set a realistic budget with a little “testing” buffer. Check your results every week and tweak your approach as you go. If you need support, remember that Paperstack are experts in childcare marketing and can help maximise your results.

2. Choose Local & High-Intent Keywords

You want to show up when local families are searching for care—not when someone’s just browsing.

– Start with what parents actually search:

– “Childcare near me”

– “Preschool in [your suburb]”

– “Daycare with after care”

– Focus on high-intent, “ready to act” phrases:

– “Enroll in childcare near me”

– “Daycare [your centre name] sign up”

– Use “long tail” keywords:

– “Affordable preschool in [suburb] open late”

– Geo-target your keywords:

– Add your suburb, city, or neighbourhood

Tip: Regularly remove keywords that aren’t working—keep your list focused and relevant.

3. Write Ads That Parents Actually Read

Your ad copy should sound like it was written for real, busy parents—not robots.

Speak Their Language

– Focus on what matters:

– Safety

– Learning and development

– Flexible hours

– Clear pricing

– Use “you” and “your child”—make it feel personal.

– Keep sentences short and easy to skim.

– Highlight value:

– Affordable rates

– Trial periods

– “See if we’re a good fit!”

Highlight Safety (Don’t Be Vague!)

– Share real details:

– “All staff First Aid trained”

– “Daily health checks at drop-off”

– “Strict allergy procedures followed”

– Mention ratios, clean facilities, and transparent reporting.

– Use quick bullet points or icons if you can.

Use Benefit-Focused CTAs

– Don’t just say “Learn More.”

– Try:

– “Book a Tour”

– “See How We Keep Kids Safe”

– “Check Availability”

– Add a little story if you can:

– “See why parents say drop-offs are stress-free!”

4. Organize Your Campaigns for Efficiency

How you set up your ads can make a huge difference in your results and costs.

– Break campaigns up by service:

– Early learning

– After-school care

– Vacation care

– Group similar keywords together in small ad groups.

– Use negative keywords to block irrelevant searches (like “jobs” or “free”).

– Put more budget behind what’s working:

– Certain suburbs

– Times of day

– Specific ad copy

Consistency is key—make sure your ads, keywords, and landing pages all “match up” in what they promise.

5. Build Landing Pages That Actually Convert

Your landing page should make it super easy for parents to enquire.

– Keep it simple and focused:

– One main goal: “Enquire now” or “Book a tour”

– Use a clear headline that matches your ad.

– Show off what matters:

– Safety features

– Staff credentials

– Parent testimonials

– Short, easy form:

– Name

– Contact info

– Preferred contact method

– Make it mobile-friendly!

– Test different headlines and buttons:

– “Ask for Availability” vs “Book a Tour”

6. Control Your Budget, Smartly

Don’t let costs get away from you—there are plenty of ways to stretch your ad dollars.

– Set daily and monthly limits.

– Track each campaign’s results:

– Move budget to what’s working

– Pause what’s not

– Schedule your ads:

– Show them when parents are actually searching (e.g., mornings, lunch breaks)

– Review and adjust weekly.

7. Track What Matters (Not Just Clicks!)

The right metrics will show if your ads are actually bringing in families.

– Watch these numbers:

– Click-through rate

– Cost per enquiry

– Conversion rate (from enquiry to tour/enrollment)

– Track location and age-group data:

– See where your best leads come from

– Check landing page engagement:

– Are parents reading your info or bouncing right away?

– Monitor time-to-contact:

– The faster you follow up, the more bookings you’ll get.

8. Test, Optimize, and Grow—Without Wasting Money

The secret? Try small experiments, learn fast, and only scale what works.

– Test different ad headlines, descriptions, and calls to action.

– Update or pause underperforming ads quickly.

– Tweak landing pages based on what parents respond to.

– Focus on high-intent keywords.

– Keep an eye on your daily spend and results.

– Duplicate what works with small budget increases.

Stick to a 14-day window to spot trends—then adjust. It’s all about steady, affordable growth.

Bottom Line:

Running Google Ads for your childcare centre doesn’t have to be expensive or overwhelming. By focusing on clear goals, the right keywords, parent-friendly copy, and a few smart optimizations, you’ll get more enquiries—without burning through your budget.

Ready to fill those spots? Start small, stay curious, and watch those enquiries roll in!

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