Overview

This project showcases a full-funnel 4-week paid marketing strategy created for a leading preschool and childcare brand in India.
The objective was to drive high-quality preschool admissions using Meta and Google Ads, combined with strong funnel optimization techniques.

Presentation Link

About the Brand

• 200+ centers across major cities
• 15+ years of trust in early childhood care & learning
• Programs: Infant Care, Toddler, Kindergarten, After-School, Corporate Tie-ups
• Mission: To nurture confident, school-ready, joyful children

1. Campaign Objective

Primary Goal:
→ Generate high-quality preschool leads and optimize them towards admissions.

Platforms Used:

• Meta Ads (Facebook & Instagram)
• Google Search
• Google Display
• YouTube
• Google Performance Max

2. Target Audience

Parents aged 24–40, mainly working mothers, residing in urban areas with children aged 1–6 years.

3. Geo-Targeting

A 3–5 km radius around centers in:

• Bengaluru
• Chennai
• Hyderabad
• Mumbai
• Pune
• Gurugram
• Noida
• Ahmedabad
• Jaipur
• Coimbatore
• Vadodara

(Each city was mapped with detailed micro-locations for precise targeting.)

4. Keyword Strategy

Keywords aligned with the brand’s core programs:

Preschool & Kindergarten

preschool near me, nursery school near me, best preschools near me, pre-kg schools, kindergarten near me…

Daycare & Childcare

daycare near me, infant daycare, child care center, creche near me, baby daycare…

After-School & Enrichment

afterschool enrichment, childcare centers, learning programs for kids…

At-Home Programs

caregiver at home, babysitter, home teacher, caretaker services…

Intent Focus:

• Parents actively searching for admissions
• Working parents needing full-day care
• Parents seeking learning support
• Parents needing nearby centers

5. Budget Split (₹10,00,000 Example)

ChannelObjective% SplitAmountInstagramAwareness + Lead Gen35%₹3,50,000FacebookAwareness + Lead Gen15%₹1,50,000YouTubeAwareness10%₹1,00,000Google SearchHigh-Intent Leads30%₹3,00,000Google Display + PMaxRetargeting + Awareness10%₹1,00,000

Plan: Start with this split → test → optimize → reallocate budget based on conversions.

6. 4-Week Full Funnel Marketing Plan

Week 1: Awareness & Engagement

Objective: Build recall among parents in targeted zones.
Activities:

• Meta video/image ads focusing on safety, curriculum, and happy kids
• Testing multiple creatives
• Google Display ads
• Pixel + UTM tracking setup
  KPIs:
  CTR: 1.5–2%
  Reach: 3–5 lakh parents
  CPL: ₹350–₹400

Week 2: Lead Generation

Objective: Capture quality leads exploring preschool options
Activities:

• Meta Lead Form Ads (center wise)
• Google Search ads with transactional keywords
• Landing pages with “Book a Free Visit”
  KPIs:
  Leads: 800–1000
  CPL: ₹300–₹350
  20% qualified leads

Week 3: Retargeting & Remarketing

Objective: Re-engage parents who didn’t complete the form
Activities:

• Meta + Google retargeting
• High-performing creatives with reminders or offers
• Keyword & creative optimization
  KPIs:
  CPL: ₹200–₹300
  30% engagement uplift

Week 4: Conversion Focus

Objective: Increase admissions & center visits
Activities:

• “Schedule a Free Tour” campaigns
• Boost local campaigns
• Google Business Profile promotions
• Offline conversion tracking inside CRM
  KPIs:
  10–15% admissions
  Cost per admission: ₹3,000–₹4,000
  +25% ROI improvement

7. Expected Overall Results

With an average CPL of ₹350, a ₹10L budget will generate:

• ~2,857 total leads
• 2,000–2,500 valid leads
• 200–375 admissions (10–15% conversion)
• Cost per admission: ₹3,000–₹4,000
• Potential ROI: ₹3 crore+ (based on average admission value)

8. Funnel Optimization (3 Key Actions)

1. Lead Follow-Up Automation

• Instant WhatsApp + email
• Counselor call within 10 minutes
• Segmentation by child age, location, program

2. Optimized Landing Page

• Dynamic nearest-center landing page
• Clear CTAs
• Testimonials + classroom photos to build trust

3. Retargeting for Conversions

• Offers, testimonials, reminders
• Track offline admissions
• Limited-time incentives

Conclusion

This strategy demonstrates how a structured, data-driven full-funnel approach can boost lead quality, improve conversions, and drive admissions at scale for a preschool brand.

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