Consistent enrollment allows your center to maintain its programs, staff, and overall quality of care. What is the best way to achieve higher occupancy rates for your childcare business?

Google Ads.

Defining Google Ads

Google Ads is a form of online advertising that allows childcare centers to appear at the top of Google search results. Google Ads can drive direct inquiries from interested parents. This could include phone calls, website visits, or requests for tours.

It allows your childcare center to target specific audiences, such as parents with children of certain ages, families in particular neighborhoods, or those looking for specific types of care (infant care, part-time care).

Google Ads can significantly increase the visibility of your childcare services in online search results. It ensures your childcare center appears noticeable.

Continue reading to learn about Google Ads for Childcare Services.

Following Steps for Google Ads for Daycare Services

The absolute first step to running a Google Ads account for childcare services is to create your Google Ads account. Most people already have a Google account if they already use Gmail or other Google services. If you’re not sure, you can quickly create a new one here:

Using a Google account allows you to access and use all Google services, including Google Ads.

Campaign Creation

Create your Google Ads for Childcare Services campaign by clicking on the new campaign button.

Business Information

Add your business name and web page URL. This web page URL is your landing page. You will find out more about landing page as you read. Talk to our experts if you need help creating your website/landing page.

Campaign Name

The Campaign Name in Google Ads is how you organize your campaigns based on your goals. Creating separate campaigns for different purposes helps to categorize and manage your advertising efforts more effectively.

You can follow this campaign names example:

By age group:

• Infant Care Campaign
• Preschool Campaign
• After-School Care Campaign

By Service:

• Full-Time Childcare Campaign
• Part-Time Childcare Campaign
• Summer Camp Campaign

By Location (if you have multiple locations):

• [Location 1] Childcare Campaign
• [Location 2] Childcare Campaign

Considering sharing resources like ad copy and landing pages across relevant campaigns to save time and effort.

Ready to attract more families? Consult with our Google Ads expert today!

Schedule A Free Google Ads Consultation

Account Structure

This is an example of a Google Search Result for childcare services. Businesses that appear at the top invest in Google Ads, utilize free Google Business Profile, and actively manage their online presence. Google Business Profile or Google My Business allows parents to easily locate childcare businesses on Google Maps and view customer reviews, enhancing the business’ credibility and visibility.

It is also highly recommended that you create your free Google Business Profile account.

Campaign Objective

The seven campaign objectives provide a framework for your Google Ads for childcare services campaigns. While each objective offers unique benefits, it’s vital to select one primary goal for each campaign you create.

Begin your first campaign by selecting Leads. This goal, often called Lead Generation, focuses on generating inquiries from potential parents.

The key actions for this goal are website visits, phone calls, form submissions (contact forms, scheduling forms), and requests for brochures or tours.

Campaign Type

Search Campaign is best for lead generation. It drives inquiries through phone calls and form submissions. If you offer online enrollment options, this is also a way to direct enrollment. This also increases business visibility among parents actively searching for childcare services.

Your ads appear in Google Search results when people search for relevant keywords.

• Example of relevant keywords:
  • “daycare near me”
  • “preschool [your location]”
  • “[specific program] for toddlers”

Keyword and Asset Generation

Ad Group Creation for Google Ads for Childcare Services

Ad groups are the foundation of your Google Ads campaigns. They allow you to organize your keywords, ads, and bids around specific themes or services.

Here’s how to effectively structure ad groups for your childcare center:

1. Service-Based Ad Groups

• Infant Care
  • Keywords:
    • “infant daycare”
    • “daycare for babies”
    • “newborn care”
    • “infant programs”
    • “0-12 month daycare”
    • “infant development programs”
  • Ads — Highlight infant-specific features like dedicated infant rooms, experienced infant caregivers, and age-appropriate activities.
• Toddler Programs
  • Keywords:
    • “toddler daycare”
    • “daycare for toddlers”
    • “toddler programs”
    • “12-24 month daycare”
    • “early childhood education for toddlers”
  • Ads: Emphasize toddler-specific activities like play-based learning, social-emotional development, and age-appropriate curriculum.
• Preschool Programs
  • Keywords:
    • “preschool”
    • “preschool near me”
    • “preschool programs”
    • “early childhood education”
    • “kindergarten readiness”
    • “preschool curriculum”
  • Ads: Highlight academic preparation, social skills development, and creative activities.
• After-School Care
  • Keywords:
    • “after school care”
    • “after school programs”
    • “homework help”
    • “enrichment programs”
    • “late day care”
  • Ads: Focus on homework assistance, enrichment activities, and a safe and fun environment for children after school.

2. Age-Based Ad Groups:

• 0-12 Months:
  • Keywords:
    • “infant daycare”
    • “newborn care”
    • “daycare for babies”
    • “0-12 month daycare”
• 12-24 Months:
  • Keywords:
    • “toddler daycare”
    • “daycare for toddlers”
    • “12-24 month daycare”
    • “toddler programs”
• 2-3 Years Old:
  • Keywords:
    • “preschool for 2 year olds”
    • “daycare for 2 year olds”
    • “early childhood education 2 year olds”
• 3-5 Years Old:
  • Keywords:
    • “preschool”
    • “preschool near me”
    • “preschool programs”
    • “kindergarten readiness”

3. Feature-Based Ad Groups:

• Music Programs:
  • Keywords:
    • “music classes for kids”
    • “music education for children”
    • “childcare with music programs”
• Outdoor Play:
  • Keywords:
  • “outdoor play”
  • “playground”
  • “nature-based learning”
  • “childcare with outdoor space”
• Creative Arts:
  • Keywords:
    • “art classes for kids”
    • “creative play”
    • “childcare with art programs”

Ad Copy Sample for Google Ads for Childcare Services

The image below is a sample ad copy for a Google Ads for Childcare Services campaign. Ad copies have Final URL (Landing Page), Headlines, Descriptions, Sitelinks, Callouts, and more other assets you would want to include.

Campaign View

This is how the Google Ads for childcare services campaign sample appears on search results, following the above ad copy sample:

Increase enrollment with targeted Google Ads campaign. Contact us for a free consultation and discover how we can help you grow.

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Landing Page Quality

A landing page is designed for people who clicked on your ad, so it must perfectly match what they were looking for.

You can take this example for your landing page structure:

1. Headline — “Where Learning & Play Thrive: [Your Center Name]”
2. Hero Image/Video — Showcasing happy children playing in a vibrant classroom.
3. Brief, impactful text — “Providing a nurturing and enriching environment for children aged [age range].”
4. Key benefits — “Experienced teachers, small class sizes, focus on [mention 2-3 key features].”
5. High-quality images or short video clips — showcasing different areas of the center.
6. Testimonials — “What parents are saying about us.”
7. Contact form — “Schedule a Tour” button prominently displayed.
8. Footer — Contact information, links to social media, and disclaimers.

Follow these tips to have a high-converting Google Ads for Childcare Services Landing Page:

Clear and Concise Headline — immediately grab attention with a benefit-driven headline.

• Examples: “Nurturing Childcare in [Your Location],” “Where Learning & Play Thrive,” “Give Your Child the Best Start with [Your Center Name]”

Compelling Visuals — use high-quality images or short, engaging videos showcasing happy children, warm environments, and your center’s unique features (playgrounds, classrooms, etc.).

Strong Value Proposition — clearly communicate what makes your center special.

Focus on key differentiators like:

• Experienced educators — “Our teachers are highly qualified and passionate about early childhood development.”
• Unique programs — “Offering [specific program, e.g., Montessori, Reggio Emilia, music classes].”
• Focus on child development — “We prioritize social-emotional learning, creativity, and physical activity.”
• Safe and nurturing environment — “Clean and secure facility with age-appropriate play areas.”

Easy-to-Find Contact Information — make your phone number and email address prominent. Include a clear “Contact Us” button or form.

Concise and Benefit-Oriented Text — use short, easy-to-read paragraphs. Highlight key benefits for parents (convenience, flexibility, peace of mind), and use keywords naturally throughout the page.

Clear Call to Action (CTA) — use strong CTAs like:

• “Schedule a Tour”
• “Request a Brochure”
• “Enroll Now”
• “Contact Us Today”

Mobile-Friendly Design — ensure the page looks great and functions perfectly on all devices (desktops, tablets, and smartphones).

Social Proof — include positive testimonials or reviews from parents. Display any relevant awards or certifications.

Short Form — keep the contact form short and simple. Only request essential information (name, phone number, email, child’s age).

Fast Loading Speed  — optimize images and minimize the use of large files to ensure the page loads quickly.

The images below contains some of the key elements of a childcare business landing page:

Choosing the right Keywords

Finding the right words for your Google Ads for childcare services is key to reaching your ideal customers. The Google Ads Keyword Planner tool can help you discover the words that will attract the most interested people to your childcare business.

Discover

Find new keywords for your Google Ads for Childcare Services

The keyword research tool (Google Ads Keyword Planner) helps you discover the most important words for your Google Ads for childcare services. This way, you can reach the customers who are most interested in what you offer.

Research

Analyze keywords

This tool shows you how often people search for specific terms. You can also see how these search trends have changed over time, giving you valuable insights.

Estimate

Get bid estimates

Keyword Planner provides estimated costs for each keyword. This information can help you decide how much you want to spend on your advertising campaigns.

Plan

Make your plan

Once you’ve chosen the best words, you can add them to your advertising plan. Save your plan or share it with others. When you’re ready, you can start your Google Ads for childcare services campaign.

Negative Keywords

Negative Keywords for Google Ads for Childcare Services

Negative keywords are necessary for refining your Google Ads campaigns and ensuring your Google Ads for childcare services are shown to the most relevant audience.

Here are some examples specifically for childcare services:

Irrelevant Services

• “elder care”
• “nursing homes”
• “after-school tutoring” (unless you specifically offer this)
• “summer camps” (unless you specifically offer summer camps)

Geographic Limitations:

• [City/State] + “school district” (if you don’t serve that specific district)
• [Competing Center Name] (if you don’t want to compete directly with specific centers)

Specific to your Childcare Center:

• “overnight” (if you don’t offer overnight care)
• “infants” (if you don’t accept infants)
• “toddlers” (if you don’t accept toddlers)
• “preschool” (if you don’t offer preschool programs)
• “Montessori” (if you don’t use the Montessori method)

Audience Targeting

Audience Targeting in Google Ads is about carefully choosing who sees your ads.

Instead of showing your Google Ads for childcare services to everyone, you can pick specific groups of people who are truly interested in your child care services.

Here are some powerful audience-targeting options for your Google Ads for childcare services campaign:

Demographics

• Age — Target parents of children within your accepted age range (e.g., parents of children aged 0-5).
• Location — Focus on your local area or specific neighborhoods.
• Parental Status — Target users who are parents or likely to become parents soon.
• Household Income — Target families within your desired income bracket.

Interests & Behaviors

• Affinity Audiences — Reach people who have shown strong interest in topics related to parenting, childcare, early childhood education, and children’s activities.
• In-Market Audiences — Target parents who are actively researching childcare options (e.g., searching for “daycare near me,” “preschool programs,” “child care costs”).

Life Events

• New Parent Audiences — Target parents who have recently had a child or are expecting.
• Moving Audiences — Reach families who are relocating to your area and may be searching for child care options.

Remarketing

• Website Visitors — Target people who have previously visited your website but didn’t take the desired action (e.g., didn’t schedule a tour, didn’t submit an inquiry).
• Engagement Audiences — Target users who have interacted with your ads or videos (e.g., watched a video about your center).

Campaign Duration

There’s no one-size-fits-all answer to campaign duration. It depends heavily on your specific goals, budget, and the nature of your campaigns.

Here are some factors to consider:

1. Campaign Goals

Short-Term Campaigns

• Seasonal Promotions — run campaigns during peak enrollment periods
  • Example: Back-to-school Season, Summer Camp Sign-ups).
• Special Offers — run time-limited campaigns to promote specific offers
  • Example: Early bird discounts, Referral bonuses
• Duration — typically 1-3 months.

Long-Term Campaigns

• Brand Awareness — maintain a consistent presence in search results to build brand recognition.
• Lead Generation — continuously generate leads through ongoing campaigns.
• Duration — typically 6 months or longer.

2. Budget

• Limited Budget — shorter campaigns may be more suitable to maximize your budget’s impact.
• Larger Budget — you can afford to run longer campaigns and gather more data for optimization.

In Google Ads, you will be given a weekly cost overview of your campaigns. This overview typically includes:

• Total spend — the total amount that you would be spending on your campaigns within the specified week.
• Clicks — the total number of clicks your Google Ads for childcare services received for a week.
• Cost-per-click (CPC) — the average cost you paid for each click.

3. Data-Driven Decisions

• Campaign Performance — regularly analyze campaign performance data (e.g., conversions, cost-per-conversion, click-through rates).
• Seasonality — adjust campaign durations based on seasonal trends in enrollment inquiries.
• Competitor Activity — monitor your competitors’ campaigns and adjust your strategy accordingly.

4. Flexibility

• Don’t be afraid to adjust — you can pause or stop underperforming campaigns and reallocate budget to more successful ones.
• Experiment with different durations — try running shorter campaigns initially and gradually increase the duration as you gain more data and refine your strategy.
  • Example:
    • Back-to-School Campaign — Run a 2-month campaign (July-August) to target parents preparing for the new school year.
    • Year-Round Lead Generation — Run a continuous campaign with a focus on generating leads throughout the year.

Campaign duration is an iterative process. Start with a reasonable timeframe, monitor your results closely, and make adjustments based on your data and business needs.

Audience Targeting

Audience Targeting is important because it increases your ad’s efficiency, improves relevance, gives higher conversion rates, and reduces your costs.

By default, both the Google Search Partners Network and Google Display Network are selected. To optimize your campaign, consider disabling these networks as they may not provide significant click volume for your specific target audience.

You only spend your advertising budget on reaching the people who are interested in your child care services. Your Google Ads for childcare services are shown to the right audience, making them more relevant and engaging. You’re going to convert leads into enrollments when you target the right people.

By targeting the right audience, you can achieve the same results with a smaller budget. You’ll get more inquiries, calls, and enrollments.

Bidding Strategy

Clicks is the starting point for all campaigns. Select it and later on change to conversions once you already gained data and insights on your first Google Ads for childcare services campaign performance.

Clicks is an automated bidding strategy that aims to get you the most clicks possible within your daily budget. Google Ads will automatically adjust your bids to maximize the number of clicks on your Google Ads for childcare services.

Publish Google Ads for Childcare Services Campaign

Once you have completely customized your Google Ads for Childcare Services Campaign to perfectly suit your business objectives, it’s time to launch.

Stop missing out on potential families. Our expert team can help you create effective Google Ads campaigns that deliver results.

Schedule A Consultation Today.

Monitoring and Optimization of Campaign

Once your Google Ads for Childcare Services campaign has started, you need to take note of the following things:

1. Always Check and Improve

• Look at your results often — Regularly check how your ads are doing. Find things that can be made better and make the changes.

• Try different things — Experiment with different ad messages, the pages people land on after clicking your ads, and who you show your ads to. See what works best.

2. Understand and Use Your Data

• Track important numbers — Pay attention to key numbers like how many people secure a slot for their children after seeing your ad, how much it costs to get a customer, how much money you make for every dollar spent on ads, and the quality of the people who visit your website after clicking your ads.
• Use Google Analytics — Connect your Google Ads account with Google Analytics. This tool gives you more information about how people behave on your website, helping you improve your ads even further.

Wrapping Up

Google Ads can help you get more children enrolled in your childcare center, but you must plan and run your ads carefully. Make sure your ads are well-made, targeted, and constantly improved to be successful. Your ads should be clear, attractive, and easy to understand. They should reach parents who are interested in your center. And, you should keep track of how your ads are doing and make changes to make them even better.

With all that being said, you need to manage your Google Ads for Childcare Services campaign strategically. YoYoFuMedia specializes in developing and managing successful Google Ads campaigns that drive revenue growth for businesses like yours. Contact us if you have any questions.