By Childcare Marketing Australia

Published: 29 March 2026

Introduction

Childcare centres across Australia constantly grapple with the challenge of maintaining full enrolments. Whether it’s seasonal fluctuations, staff turnover creating the need for expansion, or simply keeping your centre at capacity, vacant spots represent lost revenue and operational inefficiency.

Google Ads offers childcare centres a powerful, targeted advertising solution to reach families actively searching for local childcare services. Unlike traditional marketing, Google Ads puts your centre in front of potential customers at the exact moment they’re searching for what you offer.

In this comprehensive guide, we’ll walk you through everything you need to know about using Google Ads to fill vacancies in your local area.

Why Google Ads is Perfect for Childcare Centres

Local Search Intent

Parents searching for childcare are typically looking for services in their specific area. When someone searches “childcare near me” or “childcare in [suburb name]”, Google Ads can place your centre directly in front of them.

Cost-Effective Marketing

Unlike print advertising or billboards, you only pay when someone clicks your ad. This makes it easy to control your marketing budget and see a clear return on investment. For many childcare centres, Google Ads can be more affordable than traditional local advertising.

Immediate Visibility

Unlike SEO, which can take months to produce results, Google Ads can be launched within days. This is crucial when you need to fill vacancies quickly.

Measurable Results

Google Ads provides detailed analytics showing how many people clicked your ad, visited your website, and took action. You can track your campaigns in real-time and adjust your strategy accordingly.

Getting Started with Google Ads

Step 1: Set Up Your Google Ads Account

Visit Google Ads (ads.google.com) and click ‘Start now’. You’ll need a Google account—if you already manage your Google Business Profile (which you should!), use that same account. This ensures consistency across all your Google presence.

Step 2: Connect Your Google Business Profile

Your Google Business Profile is essential for local visibility. If you don’t have one, create it immediately. Then, link it to your Google Ads account. This allows your ads to display when parents search for childcare in your area.

Step 3: Install the Google Ads Conversion Tracking Pixel

Before launching ads, you need to track what happens after people click. Install Google Ads tracking on your website to measure: phone enquiries, contact form submissions, enrolment applications, and website visits. This data is vital for optimising your campaigns.

The Best Google Ads Campaign Types for Childcare Centres

Local Services Ads (LSA)

These ads appear at the very top of Google Search results and are specifically designed for local service businesses. They show your centre’s name, rating, and customer reviews. Local Services Ads typically have the highest conversion rates because they appear when someone is actively searching for childcare.

Pros: High visibility, high intent, builds trust with reviews

Cons: Requires phone verification and eligibility approval

Search Ads

Standard text-based ads that appear in Google Search results alongside organic listings. You bid on keywords relevant to childcare (e.g., ‘childcare near Parramatta’, ‘early learning centre [suburb]’, ‘long day care’).

Pros: Highly targeted, flexible budgeting, works with strong keywords

Cons: Requires ongoing keyword research and bid management

Display Ads

Visual banner ads that appear across thousands of websites. Less direct than Search Ads, but excellent for building brand awareness among parents browsing parenting blogs, education sites, and family websites.

Pros: Builds brand awareness, reaches broader audiences, visual impact

Cons: Lower conversion rates, requires creative assets

Google Maps Ads

Sponsored listings that appear at the top of Google Maps results when parents search for childcare in your area. Perfect for capturing local traffic.

Pros: Reaches parents using maps to find local services

Cons: Limited availability in some areas

Developing Your Keyword Strategy

Keywords are the foundation of successful Google Ads campaigns. You need to think like a parent searching for childcare.

High-Intent Keywords (Priority)

• ‘Childcare near me’

• ‘Childcare in [your suburb]’

• ‘Long day care near [suburb]’

• ‘Early learning centre [suburb]’

• ‘Preschool [suburb]’

• ‘Childcare with vacancies’

• ‘Childcare enrolment [suburb]’

Broader Keywords (Secondary)

• ‘Best childcare’

• ‘Affordable childcare’

• ‘Childcare services’

• ‘Baby care near me’

Using Keyword Research Tools

Use Google’s Keyword Planner (free, within Google Ads) to see search volumes and competition for keywords in your area. Look for keywords with decent search volume but lower competition—these often have better ROI.

Crafting Compelling Ad Copy

Your ad copy is your chance to stand out and convince parents to click. Here’s what works:

Be Specific About What Sets You Apart

Instead of generic copy, highlight what makes your centre unique:

❌ ‘Childcare Services Available’

✓ ‘NQF-Rated Childcare | Vacancies Now | Flexible Hours | Experienced Staff’

Use Urgency and Numbers

‘Limited spots available’ or ‘5 vacancies now’ creates urgency. Parents respond to scarcity.

Include a Clear Call-to-Action

Tell parents exactly what you want them to do:

• ‘Call now for a tour’

• ‘Enrol today’

• ‘Book a visit’

Example Ad Copy

Headline: Childcare with Vacancies in Parramatta

Description: NQF-rated centre with caring staff. Full & part-time spots available. Flexible hours. Enrol now.

Optimizing Your Landing Page

Ads are only half the battle. Where you send people when they click matters just as much.

Best Practices for Landing Pages

1. Match the ad message: If your ad says ‘vacancies available’, your landing page should immediately show which age groups have spaces.

2. Make contact easy: Include a phone number, email form, and ‘Book a Tour’ button above the fold. Don’t make parents scroll to find how to contact you.

3. Show social proof: Include reviews, testimonials, and accreditation badges (NQF rating, etc.). Parents want to know other families trust you.

4. Highlight key information: Hours of operation, fees, staff qualifications, programs offered, and locations.

5. Fast loading: A slow page loses clicks. Test your page speed and optimise images.

Setting Your Budget and Bids

What should you spend on Google Ads?

Typical Cost Ranges

For Australian childcare centres, Google Ads typically cost between AU$3-$15 per click, depending on your location and keyword competition:

• Regional/rural areas: AU$2-$5 per click

• Metropolitan areas (Sydney, Melbourne): AU$8-$15 per click

Recommended Starting Budget

Start with AU$20-$30 per day (AU$600-$900 per month). This gives you enough data to optimise your campaign without overspending. Once you see results, scale up.

Calculating Your ROI

If a vacancy costs AU$8,000 per term in lost revenue, and you spend AU$600 to fill that spot through Google Ads, that’s excellent ROI. Track your conversions to prove the value.

Monitoring and Optimising Your Campaign

Launching your campaign is just the beginning. You need to monitor and continuously improve.

Key Metrics to Track

Click-Through Rate (CTR): The percentage of people who see your ad and click it. Healthy CTR for childcare ads is 2-5%. If yours is lower, your ad copy might need tweaking.

Quality Score: Google’s rating of your ad quality (1-10). Higher scores mean lower costs. Improve by refining keywords, ad copy, and landing page experience.

Cost Per Conversion: How much you’re spending to get one parent to enquire or enrol. If it’s higher than your customer acquisition budget allows, reduce bids or improve ad copy.

Conversion Rate: Percentage of clicks that lead to enquiries or enrolments. Depends heavily on landing page quality.

Optimisation Tips

• Pause low-performing keywords: If a keyword has low CTR, pause it and test something new.

• A/B test ad copy: Create multiple versions and see which resonates. Google will automatically show the better-performing ads more often.

• Adjust bids by location and time: Bid higher during school hours when parents are searching. Bid differently in different suburbs.

• Review search terms: See what actual searches triggered your ads. Add high-performing searches as keywords.

• Adjust landing pages: If certain keywords have low conversion rates, create specific landing pages for them.

Common Mistakes to Avoid

1. Bidding on too many keywords: Start focused. Master 10-15 core keywords before expanding.

2. Weak landing pages: A great ad that sends people to a poor website wastes money. Make sure your landing page converts.

3. Ignoring negative keywords: Use negative keywords to avoid showing ads for irrelevant searches (e.g., ‘-free’, ‘-positions’, ‘-jobs’ if you’re not hiring).

4. Not tracking conversions: If you can’t measure results, you can’t improve. Set up conversion tracking from day one.

5. Setting and forgetting: Google Ads requires ongoing management. Review performance weekly, not quarterly.

Conclusion

Google Ads is one of the most effective tools available to childcare centres for filling vacancies in your local area. By targeting parents actively searching for childcare services, you can capture high-intent leads at the exact moment they’re ready to make a decision.

Success with Google Ads requires:

• Strategic keyword selection

• Compelling ad copy that stands out

• High-converting landing pages

• Continuous monitoring and optimisation

Start small, test thoroughly, and scale what works. With consistent effort and data-driven decisions, Google Ads can become a reliable, cost-effective channel for filling childcare vacancies and growing your enrolments.

Ready to launch your Google Ads campaign? Begin with a modest daily budget, monitor your results closely, and don’t be afraid to adjust your strategy based on what the data tells you. Your next enrollee could be just one Google search away.

Need Help with Your Google Ads Campaign?

At Childcare Marketing Australia, we specialise in helping childcare centres fill vacancies and grow their enrolments through targeted digital marketing. Our team can set up, manage, and optimise your Google Ads campaigns to deliver results.

Contact us today for a free consultation to discuss how Google Ads can help your centre.

Childcare Marketing Australia

Visit us: www.childcaremarketing.com.au