Paid search and social advertising setup, conversion tracking infrastructure, and ongoing campaign management to drive a consistent flow of enrollment enquiries from local families in the Lilyfield and Rozelle area.
Bambini of Lilyfield is an award-winning early learning centre rated Exceeding across all seven National Quality Standard areas since 2017 - a distinction held by a small minority of centres nationally. The quality of care, the INSPIRE curriculum, and nearly two decades of reputation in Lilyfield speak for themselves.
The opportunity is visibility. Parents searching for childcare in Lilyfield and the surrounding streets are actively using Google and social media to research and shortlist centres. Bambini's catchment is hyper-local - most families live within a few kilometres of the centre, shaped by the main road boundaries in the area. Without paid advertising or conversion tracking, Bambini is invisible in those channels - relying entirely on word-of-mouth and organic discovery to fill places.
The current website (WordPress) has no conversion tracking, no ad platform integration, and no measurement infrastructure to understand where enquiries come from or what drives them. The existing enquiry form sends directly to the centre manager's inbox, with tour bookings managed manually via spreadsheet. Before any advertising can run effectively, this foundation needs to be built.
Babies are the highest-value enrollment. A baby who starts at Bambini can remain for up to six years, making each baby enrollment worth significantly more in lifetime value than an older child. Advertising strategy should prioritise reaching parents of babies and infants first.
The core opportunity: Parents actively searching for “childcare Lilyfield”, “baby daycare Lilyfield”, and similar terms are high-intent prospects. They are looking for exactly what Bambini offers. The goal is to be visible at the moment they search, and to measure every step from click to enquiry.
A one-time setup engagement covering full tracking infrastructure, ad account builds, campaign creation, and 30 days of included campaign management to validate performance.
Full measurement stack installed on the existing WordPress site so every click is attributable and every enquiry is tracked.
Account structure, keyword research, and campaign creation targeting parents actively searching for childcare.
Facebook and Instagram campaigns targeting parents within Bambini's local catchment area.
One month of active campaign management included in the setup fee to validate channels and establish baseline performance.
Month-to-month campaign management. No lock-in. Based on validated performance from the launch period, we manage and optimise paid acquisition and reporting.
One-time fixed fee (includes 30 days management)
| Deliverable | Status |
|---|---|
| Google Tag Manager setup (or creation if not present) and installation (WordPress) | Included |
| GA4 setup or audit | Included |
| Google Ads conversion tracking | Included |
| Meta Pixel installation and event configuration | Included |
| Google Ads account setup and campaign build | Included |
| Meta Ads account setup and campaign build | Included |
| Ad creative development (static image ads + copy) | Included |
| Ad extensions (call, location, sitelinks, callouts) | Included |
| Custom reporting dashboard (cross-channel visibility) | Included |
| 30 days campaign management and optimisation | Included |
| End-of-month performance report | Included |
Month-to-month, no lock-in
| Deliverable | Status |
|---|---|
| Google Ads campaign management and optimisation | Included |
| Meta Ads campaign management and optimisation | Included |
| Ad creative refresh and A/B testing | Included |
| Retargeting campaign setup and management | Included |
| Seasonal and event-based campaigns (open days, enrollment periods) | Included |
| Monthly performance reporting and strategy calls | Included |
Migration from WordPress to a modern, performance-optimised Astro site
| Deliverable | Status |
|---|---|
| Full website redesign and rebuild on Astro | Included |
| Migration from WordPress - no ongoing WordPress/plugin maintenance | Included |
| Performance-optimised static site (sub-1s page loads) | Included |
| Mobile-first responsive design | Included |
| Tour booking system - parents select available time slots, enter their details, and book a centre tour directly from the website | Included |
| Tour management dashboard - Carmel and the team can view, manage, and administer upcoming tour bookings (replaces the current manual spreadsheet process) | Included |
| Enquiry form with conversion tracking pre-integrated | Included |
| SEO-optimised page structure and metadata | Included |
| Hosting and deployment (Netlify - no hosting fees) | Included |
| DNS migration and SSL provisioning | Included |
The advertising setup and management works with the existing WordPress site. This redesign is an optional upgrade - a faster, cleaner site that eliminates WordPress plugin maintenance, improves page speed (a direct factor in Google Ads Quality Score and cost per click), and gives full control over the conversion experience. It also includes a purpose-built tour booking system that replaces the current manual process of enquiry emails and spreadsheet management, allowing parents to book tours directly and giving the centre team a proper admin interface.
Paid directly to platforms - not managed by us
Ad spend is paid directly to Google and Meta. We do not take a percentage of spend and never will - our incentives stay aligned with yours. The recommended starting budget gives enough signal to validate which channels and keywords convert best for your local catchment. We'll advise on reallocation based on what performs.
Google Tag Manager installed on WordPress. GA4 verified. Google Ads and Meta Ads accounts created. Conversion tracking configured and tested end-to-end.
Google Ads campaigns built: brand, location, and service campaigns with keyword research, ad copy, and extensions. Meta Ads campaigns built with audiences, creative, and placements.
All campaigns go live. Conversion tracking verified with real traffic. Daily monitoring begins.
Search term review and negative keyword refinement. Ad creative performance assessment. Audience analysis. Budget reallocation toward best-performing campaigns.
End-of-launch performance report delivered. Channel recommendations finalised. Transition to ongoing monthly management.
Month-to-month after the setup phase. If it's not generating enquiries, we don't want to be sending invoices.
We charge a flat fee based on expected hours at our standard rate of $150/hr. We never take a cut of your media budget - our incentives stay aligned with yours.
Monthly reports tied to real outcomes: enquiries generated, cost per enquiry, channel performance. You'll always know what's working and what we're doing about what isn't.
The 30-day launch period exists to test channels and gather data before committing to ongoing spend. Decisions are driven by performance, not assumptions.
Your account is managed by the founders - Brad and Robin - not handed off to juniors.
We measure success by enrollment enquiries generated, not vanity metrics. If the phone isn't ringing, something needs to change.
The quality is proven. The rating is exceptional. The location is right.
Let's make sure every local parent searching for childcare finds Bambini first.