Solved: Best PPC Strategies for London Childcare Service Growth

Hi there,

Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on your childcare PPC campaign in London. Sounds like you're looking to get things moving with your advertising, and I'm happy to share what I know to point you in the right direction.

We'll need to look at your website conversion rate...

Firstly, I'd say it's worth taking a good hard look at your website and specifically your landing page. You mentioned you are getting ok traffic but not many people book a consultation. Its really important to fix your conversion rate first before pouring money into ads. A lot of people skip this step, but really if nobody is booking then you're essentially paying Google for nothing.

Try and put yourself in the shoes of a busy parent who is looking for childcare. Does your website instantly make them feel that you are trustworthy and that their children are in good hands? Are you highlighting what makes your childcare service unique? For instance, do you offer healthy organic food options, early drop off / late pick up options, or flexible packages? Showcasing some testimonials from other happy parents can also help persuade people to book a consultation. I would run a few A/B split tests on your landing page, testing different headlines, calls to action, images, etc to see what performs best. This can be done using Google Optimize, it's fairly simple and free to set up.

One thing we often see is that people aren't targeting the right keywords. To get the right keywords, it's important to put yourself in the customer's shoes. Ask yourself what your customers are typing into Google when they're looking for childcare services. For instance, it could be something like: "childcare near me," "daycare London," or "nursery in [specific postcode]." Remember to use location modifiers to target your specific London postcodes. Once you know the keywords you want to target, remember to use these keywords in your ad copy as well, this will help increase your quality score and therefore lower your costs. On your website, is the customer journey clear? Is it easy for people to book a consultation once they land on your site? I'd test out a few things. Maybe make the "Book a Consultation" button more visible, or add a chatbot to answer common questions and guide people towards booking.

I'd say you really nail down your customer personas...

Next, really think about who you are targeting. What kind of parent are you targeting? Are they working professionals, stay-at-home parents, or single parents? What are their interests and values? Once you've clearly defined your target audience, you can use Google Ads targeting options to reach them more effectively. With childcare, you want to be targeting parents who are likely to be interested in your services, but it can be difficult to target the 'parent' demographic because there isn't necessarily a definitive way to target parents. But you want to think about how to target people with young children effectively. You can target people based on their interests, demographics, and even life events (such as having a new baby). You can also use remarketing to target people who have visited your website before.

If you're targeting busy parents in London, you'll need to use a combination of location targeting, demographic targeting, and interest targeting. Location targeting will allow you to target people who live in specific London postcodes, demographic targeting will allow you to target people based on their age, gender, income, and education level, and interest targeting will allow you to target people based on their interests, hobbies, and activities.

You probably should focus on ad relevance...

Remember to make your ads as relevant as possible to your target audience. Use keywords that they are likely to search for, and write ad copy that speaks to their needs and concerns. For instance, you could highlight the benefits of your childcare service, such as the convenience, affordability, and quality of care.

I remember one campaign we ran for a home cleaning company where we achieved a cost of £5/lead. We saw this massive improvement in conversion rates just by including local keywords in the ads. Before that, we weren't using location-specific keywords, and we weren't seeing many conversions. But once we added keywords like "childcare in [specific postcode]" and "daycare near me," our conversion rates skyrocketed. So, it's really important to make your ads as relevant as possible to your target audience. In regards to CPA, the key thing is that this can vary quite a bit depending on a few factors. The only way to find this out is to test. What area are you targeting specifically? What type of childcare are you offering? How good is your website at converting clicks into bookings?

If you are looking at a low-cost solution, I would say that Google Ads is the best starting point. But if you are looking for more, you can add in social media campaigns and look at other ad platforms. Just be sure you're getting a good ROI and the spend justifies the outcome.

This is the main advice I have for you:

I hope this helps you get started with your PPC campaign in London. If you'd like a more in-depth consultation and a bespoke strategy tailored to your specific needs, we'd be happy to help. Our team has extensive experience working with B2C service businesses, and we can help you achieve your early-stage growth goals. Feel free to book in a free consultation, it's in the link in my bio!

Regards,
Team @ Lukas Holschuh