Childcare & Early Learning Marketing Melbourne

For a centre at 70–80% occupancy, expect a 5–12% lift in 60–90 days from a properly structured campaign covering Google Ads (search + Performance Max), Google Business Profile optimisation, and a referral programme. Centres below 60% occupancy can see 15–25% lift but usually need a positioning fix first (NQS rating, fee transparency, signature programme). Centres above 90% don't need acquisition marketing — they need waitlist-conversion automation. PMGS benchmarks occupancy weekly against the sector average for your suburb (data from ACCC + ACECQA registers).

Cost per booked centre tour ranges $25–$80 in Melbourne, depending on suburb competition and the centre's NQS rating. Cost per enrolled child runs $200–$600 — but enrolled children stay 2–4 years on average, so unit economics work even at the top of that range. PMGS structures campaigns around the booked-tour metric (not enquiries) because tour-to-enrolment conversion is the lever centre directors actually control. We integrate with Xplor, Toddle, or Storypark for tour-booking attribution.

Indirectly but materially. NQS rating doesn't appear in Google's algorithm, but it shapes the review volume, time-on-page, and click-through-rate on your GBP — which Google does use. Centres at Exceeding NQS get more reviews, longer site sessions, and higher CTR from search results. PMGS audits your NQS framing on the website (parents check ACECQA before they tour, so reflecting the rating + the Quality Improvement Plan publicly drives trust signals back to Google).

Child Care Subsidy is the single biggest lever in parent decision-making after distance and reputation. Families earning under $85,279 receive 90%; under $367,563 with multiple children can get up to 95% for younger children; the cap extends to $535,279. Centres that surface CCS calculators, daily-fee-after-CCS tables, and clear billing examples on their website convert tours at materially higher rates. PMGS builds CCS calculators into landing pages and uses 'fee after CCS' framing in ad copy.

Vacancies cluster: babies (0–24m) are usually fully booked with long waitlists; toddlers (2–3y) are competitive; kinder (3–5y) is the most movement. Fill kinder gaps by leaning into Victoria's funded kinder programme, partnering with feeder primary schools, and running 'kinder open day' campaigns from August onward (for the following year's intake). For under-2 vacancies, work the waitlist — they're usually conversion problems, not demand problems. PMGS structures campaigns by age room.

One brand site with strong centre-specific landing pages (each unique: centre director name, photos, NQS rating, room availability). Multi-centre operators often dilute themselves with thin per-centre microsites. The exception: distinct brands inside the same parent company (e.g. budget vs. premium positioning) — those need separate sites. PMGS architects a shared service hub (programme, philosophy, fees policy) with unique centre landing pages, so the parent group builds E-E-A-T while each centre captures its local search.

In order of measured ROI for Melbourne centres: (1) Google Business Profile + reviews — free, highest-leverage; (2) Google Ads search ('childcare [suburb]') + Performance Max for parent demographics; (3) Meta paid social to local-parent audiences (especially Instagram for centre culture); (4) directory listings (KindiCare, Care for Kids, Toddle); (5) referral-incentive programme through current families. PMGS runs paid Google as the workhorse and Meta as the demand-generation layer for centres that need brand awareness.

From March 2026, the Fair Work Commission's Children's Services Award increase raises wage costs across the sector. Centres that were running below 80% occupancy can no longer afford the labour cost without raising fees — which makes acquisition more important, not less. PMGS recommends modelling the marketing spend as a function of occupancy: at 70% occupancy, every booked tour funds itself within 3 months; at 90%, you don't need acquisition spend. We help operators find the right line.

Childcare marketing typically costs $1,500–$4,000/month depending on number of locations and scope. PMGS provides transparent pricing.

Yes. PMGS targets parents through demographic and interest-based targeting on Facebook and Instagram — age, parental status, suburb and education interests.

We build campaign calendars that launch awareness before enrolment periods, intensify during open days and maintain nurture campaigns throughout the decision window.

Yes. PMGS builds multi-location strategies with individual GBPs per centre, location-specific SEO and localised social content — all managed centrally.

Facebook is strongest for community building and parent engagement. Instagram is ideal for visual storytelling and centre culture. Both are essential for childcare marketing.

Through authentic content showing your educators, facilities and curriculum. Parent testimonials (within guidelines), transparent communication and a professional, welcoming online presence.

Paid social generates enquiries within 2–4 weeks. Local SEO improvements within 3–6 months. Most centres see meaningful growth within the first enrolment cycle after strategy launch.

PMGS helps communicate CCS and subsidy information accurately in marketing materials, ensuring affordability messaging is current and correctly represented.