The challenge
The nursery had the fundamentals: high-quality childcare, a differentiated early-years approach and a professionally designed website. What it didn't have was distribution. It was hard to find organically for high-intent nursery searches in its priority locations, and established competitors were capturing parents first. Growth depended on word of mouth, local reputation and referrals, valuable, but impossible to scale predictably, and the business had little paid media experience.
What we did
- Fixed technical SEO issues affecting crawlability, page performance and user experience, then ran ongoing monthly on-page, internal linking and local keyword optimisation.
- Built a blog strategy around the real questions parents ask when choosing childcare, to grow topical authority and catch parents earlier in the decision.
- Google Ads campaigns targeting high-intent, location-specific nursery searches close to each site, pointed at conversion-focused landing pages.
- Facebook and Instagram campaigns built on the nursery's differentiators, family-led care, strong values, science-led curriculum, to create demand before parents were ready to enquire.
- Routed paid social traffic into nursery-specific landing pages so the ad, the location and the next conversion step all matched.
The results
- 496 parent enquiries and conversions generated across Google Ads and Paid Social.
- 194 Google Ads enquiries and calls, plus 153 qualified Google Ads leads.
- 149 paid social conversions from the same programme.
- Organic new users up 172.5% and engagement up 161.15%.
- Projected annual ROAS of 16,137% on Google Ads and 17,359% on Paid Social.
- Moved from a passive website and word of mouth to multiple predictable parent acquisition channels, with stronger local search authority in competitive catchment areas.