Four centres. #1 local rankings across all of them. Every enrolment target met.
Minnows Early Learning came to Digital Attraction after multiple unsuccessful engagements with other agencies. Four childcare centres across Melbourne’s bayside suburbs, each needing to be filled with enrolments, each operating in highly competitive local catchments where other centres were better-known online and capturing more of the parent searches.
Childcare is a category that lives or dies by local search. Parents researching childcare almost always start with a Google search for centres in their suburb or neighbouring suburbs. They evaluate quickly, often in parallel, and prioritise centres that look credible, have visible reviews, and rank near the top of local search results.
Previous agencies had promised results and not delivered. The board’s patience was thin. The brief to Digital Attraction was direct: deliver enrolments, or there’s no reason for us to be having this conversation.
The strategy was built around layering organic and paid search to achieve dominant visibility in each local catchment, fast.
Local SEO foundations were established for each centre individually — Google Business Profile optimisation, local schema markup, location-specific landing pages, local citations and directory listings, and content built around the specific search terms parents in each catchment use. Each centre was treated as its own local business while sharing technical and content infrastructure across the brand.
Google Ads campaigns ran in parallel — geo-targeted to each centre’s specific catchment, optimised for high-intent parent searches, and structured so that each centre’s budget targeted its own enrolment goals. Search Certified campaign management, weekly optimisation, transparent reporting on enrolment-attributable performance.
The approach was deliberately patient on the SEO side and aggressive on the Google Ads side — paid traffic delivering enrolments immediately while organic rankings built up over the following months.
All four Minnows centres now hold #1 local rankings in their respective catchments. The website receives more than 300 monthly organic visitors — almost all of them parents researching childcare in the specific suburbs each centre serves. Enrolment targets, which had been chronically unmet under previous agencies, are now consistently met across all four locations.
This has been sustained for twelve-plus months, with the partnership ongoing. Google Ads continues to deliver immediate enrolment-driving traffic. SEO continues to compound, expanding into adjacent search terms quarter by quarter.
Most importantly, the conversations with the board have changed. From “where are the enrolments” to “what should we focus on next.”
Sydney specialist to national reach. Leads from every Australian state in 3 years.
Major broadcast clients — Channels 7, 9, 10, ABC, SBS — already on the books. Within three years, SEO and Google Ads had extended that reach to leads from every Australian state.
Read case studyFrom scratch to 80+ qualified leads per month — without ever paying for an ad.
No website, no domain, no digital footprint. Two years later: 80+ qualified leads per month from organic search alone. Zero paid advertising spend.
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