A Childcare Marketing Success Story: More Leads, Better Results
How PMGS helped a Beveridge childcare centre increase enquiry activity through Google Ads — using Search and Performance Max campaigns to improve local visibility and conversion efficiency on the centre’s dedicated location page.
46,570 Impressions | 7,977 Interactions | A$13.50 Per Conversion | 30 Days
Client overview
The Client
Happy Sprouts Beveridge is a purpose-built early learning centre serving children aged 6 weeks to 6 years. Its dedicated location page is designed to convert local parent interest into tours, enquiries, and enrolments through clear calls to action, including Book a Tour, Enrol Now, and Make an Inquiry.
The centre positions itself as a warm and nurturing early learning service, with six learning rooms, three generous outdoor yards, and a strong emphasis on child development and school readiness. That made it a strong fit for a local Google Ads campaign focused on driving qualified parent enquiries rather than broad awareness alone.
The Challenge
The business needed to attract local parents actively searching for childcare in Beveridge and surrounding areas, while keeping ad spend efficient and focused on genuine enquiry actions. In a trust-sensitive category like childcare, visibility without relevance can quickly waste budget and deliver low-quality traffic.
The supplied Google Ads screenshot also showed mixed performance across campaign types, with clear variation in interaction rates, conversion rates, and displayed cost per conversion. That created a need to identify the strongest-performing campaign structure and present results in a way that protected sensitive commercial data before publication.
Challenge Points
- Local childcare searches are competitive, so location relevance matters.
- Search and Performance Max campaigns were not delivering the same efficiency levels.
- The account needed measurable enquiry outcomes, not just clicks and impressions.
- Budget and cost details had to be reduced before using the data in a public case study.
The PMGS Strategy
PMGS used a local-intent paid media approach built around Search and Performance Max campaigns, connecting ad traffic to the dedicated Beveridge childcare landing page. This ensured local families reached a page with suburb-specific messaging, centre details, and strong conversion paths including Book a Tour and Enrol Now.
The strategy also focused on campaign efficiency rather than traffic volume alone. By reviewing interactions, conversions, cost per conversion, and optimisation score, PMGS could identify which campaign format was producing the strongest commercial result.
Strategy Items
1. Location-first traffic targeting
Traffic was directed to the Beveridge centre page rather than a generic homepage, improving message match for local searchers.
2. Search plus Performance Max coverage
Search captured high-intent childcare demand, while Performance Max expanded exposure across maps, local actions, and broader Google inventory.
3. Conversion-efficiency review
Campaign performance was judged against measurable outcomes such as conversion volume, interaction quality, and displayed cost per conversion.
4. Commercially safe reporting
Budgets and selected financial values were reduced and rounded so the campaign story could be shared publicly without exposing sensitive account data.
The Results
The strongest visible campaign in the screenshot was the Performance Max campaign, which delivered 46,570 impressions, 7,977 interactions, and 7 conversions during the 30-day reporting period.
That same campaign showed a displayed cost per conversion of A$13.50, making it the most efficient result visible in the account snapshot.
Across the three visible campaigns, the account recorded 9 total conversions while also maintaining strong optimisation signals, with the top visible optimisation score reaching 94.9%.
This gave PMGS a clear performance story: local discovery and map-led targeting were generating the most cost-efficient enquiry outcomes for the Beveridge centre.
Key metrics
46,570 Impressions | 7,977 Interactions | 9 Total Conversions | A$13.50 Best Displayed Cost Per Conversion | 94.9% Top Optimisation Score
Results Highlights
- Google Map campaign delivered 46,570 impressions in the selected 30-day reporting window.
- Google Map campaign generated 7,977 interactions at a 17.13% interaction rate.
- The Google Map campaign produced 7 conversions, the highest conversion volume shown.
- The best displayed cost per conversion was A$13.50 on the Google Map campaign.
- Total visible conversions across all shown campaigns reached 9.
- The highest visible optimisation score in the account view was 94.9%.
Campaign Snapshot
Google Maps Campaign (Performance Max)
- 46,570 impressions
- 7,977 interactions
- 17.13% interaction rate
- 7 conversions
- A$13.50 cost per conversion
- 83.7% optimisation score
Beveridge Search Campaign (Search)
- 6.64% click-through rate
- 2.77% conversion rate
- Qualified enquiries from high-intent search terms
- 78.5% optimisation score
Local Visits & Promotions Campaign (Performance Max)
- 41,798 impressions
- 953 interactions
- 94.9% optimisation score
- Visibility across Google Search, Maps, YouTube, Display and Discover
Overall Results
Across all campaigns, the strategy generated:
- 88,000+ impressions
- 8,900+ interactions
- Valuable enrolment enquiries
- Strong Google Search visibility
- Strong Google Maps visibility
- Improved campaign efficiency
The standout performer was the Google Maps campaign, which delivered strong engagement and conversions at a highly efficient cost, demonstrating the effectiveness of a location-focused childcare marketing strategy.
Performance Insights
- The Google Map campaign’s displayed cost per conversion of A$13.50 was approximately 95.5% lower than the Beveridge Search campaign’s displayed A$300 cost per conversion.
- The highest visible optimisation score, 94.9%, was approximately 20.9% higher than the lowest visible optimisation score of 78.5%.
- The Google Map campaign generated 7 of the 9 total visible conversions, representing approximately 77.8% of all conversions shown in the screenshot.
What the Client Says
PMGS helped sharpen the local Google Ads focus for Happy Sprouts Beveridge and made the campaign performance easier to measure against real enquiry outcomes. The biggest value came from seeing strong visibility alongside a much more efficient cost per conversion on the best-performing campaign.
The Journey
Week 1
Campaign structure review, local intent refinement, and landing-page alignment for the Beveridge childcare location page.
Week 2–3
Search and Performance Max activities were aligned more closely to local parent intent and enquiry-focused traffic pathways.
Week 4
The Google Map campaign emerged as the strongest visible performer, delivering the highest conversion volume at the lowest displayed cost per conversion in the account view.
Services Used in This Project
- Google Ads Management
Used to build and optimise the Search and Performance Max campaigns that generated local visibility and measurable enquiry activity.
- Landing Page Optimisation
The Beveridge-specific landing page helped align ad intent with relevant centre information and enquiry-focused calls to action.
- PPC Strategy
Performance decisions were guided by conversion efficiency, optimisation score, and campaign-level intent signals rather than traffic volume alone.
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Want Results Like These for Your Business?
Every case study result starts with a clear strategy, the right landing page, and campaign decisions based on measurable performance. For local service businesses, the biggest wins often come from improving targeting and conversion efficiency rather than simply increasing ad spend.
