How PMGS helped a Craigieburn childcare centre generate 12 tracked conversions in 30 days by balancing Search with Performance Max — lifting enquiry efficiency while directing parents to tour and enrolment-focused landing experiences.
12 Conversions | 10.00% Overall CVR | 221% Higher CVR vs Search | 94% Lower Cost/Conv | 30 Days
Client overview
Happy Sprouts Craigieburn is an early learning and childcare centre in Craigieburn, Victoria, offering care for children from 6 weeks to 6 years. The centre’s Craigieburn page includes clear conversion actions for parents, including booking a tour, making an enquiry, and starting the enrolment process.
That made the location page a strong destination for paid traffic. For this case study, PMGS used Google Ads to drive qualified local traffic to that page and improve the efficiency of enquiry generation while keeping sensitive budget details reduced for external publishing.
Happy Sprouts Craigieburn needed a more cost-effective way to attract local families actively searching for childcare and early learning options. The Search campaign was generating traffic, but the account data showed that lead-generation efficiency could be improved significantly.
The key issue was not visibility alone. The account needed to convert demand into enquiries at a lower cost while supporting a local landing page designed around tours, enquiries, and enrolments.
PMGS used a balanced Google Ads approach during the reporting period to strengthen visibility, attract relevant local families, and improve enquiry opportunities. Campaign activity focused on reaching parents at different stages of their decision-making journey while maintaining efficient use of budget.
1. Consistent Search presence
Maintained visibility for parents actively researching childcare and early learning options in the area.
2. Broader audience reach
Expanded campaign exposure across Google platforms to increase awareness and generate additional opportunities.
3. Lead-focused experience
Directed traffic to pages designed to encourage enquiries and tour bookings.
4. Efficiency-driven optimisation
Focused on improving overall campaign performance and conversion value throughout the period.
Over the 30-day reporting period from 6 April 2026 to 5 May 2026, the Google Ads account generated 1,707 impressions, 120 interactions, and 12 tracked conversions. The strongest performance difference came from the gap between the Search campaign and the Performance Max campaign during the same date range.
Key metrics
12 Conversions | 10.00% Overall Conversion Rate | ~221% Higher CVR (PMax vs Search) | ~94% Lower Cost/Conv (PMax vs Search)
PMGS helped make our Google Ads activity far more efficient. The campaign improvements delivered stronger enquiry results and gave us much more confidence in where our marketing budget was working best.
Campaign performance was reviewed and the Search campaign was assessed for lead-generation efficiency.
A supporting Performance Max campaign was used to expand reach and test more efficient conversion pathways.
The adjusted campaign mix generated stronger conversion efficiency, with Performance Max emerging as the top-performing campaign by conversion rate and cost per conversion.
The account delivered 12 total conversions, with most enquiries attributed to the more efficient campaign type.
Structured the account to capture high-intent local traffic while improving enquiry efficiency across campaign types.
Reduced wasted spend by focusing on the campaign setup delivering a much lower cost per conversion.
Directed traffic to a childcare location page built around bookings, enquiries, and enrolment actions.
GSC-led local SEO across Craigieburn, Beveridge and Greenvale — stronger multi-location footprint, sharper centre-page targeting, and closer alignment between Google Business Profile pathways and enrolment-ready organic journeys.
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Google Ads restructuring, clearer tracking signals, Performance Max alignment, and ongoing optimisation — building a scalable paid acquisition channel alongside GPT Tools’ eCommerce footprint.
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Every strong result starts with the right strategy, campaign structure, and a landing page designed to convert. PMGS helps businesses find wasted spend, improve lead quality, and make Google Ads a more reliable growth channel. Want more enquiries at a lower cost? Get a free Google Ads audit.
