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Running Google Ads for preschools isn’t about setting up a few keywords and hoping parents click. In Singapore, where childcare and preschool demand is highly competitive, cost-per-click (CPC) can easily hit $4–$8 per click in education-related keywords.
That means a poor campaign structure doesn’t just “waste” clicks—it burns your enrolment budget. A strong campaign framework ensures:
• Ads reach the right parents at the right time.
• Budgets flow into high-converting ad groups instead of low-quality clicks.
• Performance data stays clean for optimization.
👉 This ties back to my main article: Google Ads for Education Providers in Singapore where I explain why campaign structure is the foundation of ROI.
Let’s break down the structure you can apply today.
Parents search with different intentions:
• High-intent: “Best preschool near me” or “Montessori preschool enrolment Singapore.”
• Medium-intent: “Early childhood education programmes” or “childcare fees Singapore.”
• Low-intent: “Fun activities for toddlers.”
👉 High-intent deserves dedicated campaigns with higher bids. Medium and low-intent can sit in separate campaigns with tighter budget caps.
This mirrors the “right spend in the right bucket” strategy I shared in Why Cheap Leads Cost You the Most in the Long Run.
Each campaign should split into ad groups based on parent priorities:
• Location-based searches (e.g., “Preschool in Tampines”)
• Programme-based searches (e.g., “Montessori preschool”)
• Pain-point searches (e.g., “Affordable childcare Singapore”)
This ensures ad copy directly matches keywords, boosting CTR and lowering CPC.
Case study: A tuition centre campaign I ran in Singapore showed CTR lifted from 3.1% to 5.7% simply by reorganizing ad groups by parent intent.
For critical high-converting phrases like “preschool enrolment Singapore,” build single keyword ad groups (SKAGs).
Data: A WordStream benchmark report shows SKAGs often deliver CTR boosts of 2x because ad copy matches perfectly with the search query
Sending all traffic to the homepage is the biggest preschool ad mistake.Instead:
• Location ad groups → dedicated branch page.
• Montessori-focused ad groups → Montessori curriculum page.
• Fees/affordability searches → clear pricing breakdown.
This aligns with my post on Landing page optimization for education Google Ads where I explain how optimized landing pages can double conversion rates.
Google Ads now lets you overlay audiences. For preschools, use:
• In-market audiences: “Parents with preschool-aged children.”
• Affinity: “Family-focused lifestyle.”
• Remarketing: Parents who visited your site but didn’t enquire.
This is where remarketing shines. As I covered in Remarketing for education leads, schools that ran remarketing saw 30–40% more confirmed enrolments.
Connect with our expert team to transform your enrolment process with proven digital marketing strategies that deliver real results.
Connect with us! →Even with the right structure, preschools in Singapore often fall into these traps:
Broad match can bleed your budget fast. A client wasted $2,100 in a month bidding on “free childcare,” which never converts.
👉 Use phrase match for control and exact match for precision. Reference my post on Best Google Ads keywords for tuition centres where I show when to use each type.
Clicks ≠ enrolments. Without conversion tracking, you’re optimizing for the wrong metric. I explained this in The $10,000 Lesson I Learned About Tracking the Hard Way.
For preschools, track form submissions + call clicks + WhatsApp chats. My guide on Conversion tracking for school enrolments details this setup.
High click-through doesn’t mean high enrolments. A preschool in Hougang had a 7% CTR but only 0.4% conversion—they were attracting the wrong audience.
👉 See Boosting CTR doesn’t always mean boosting revenue.
Parents in Singapore search with geo-modifiers: “Preschool Tampines,” “Childcare Bukit Timah.” Ignoring local signals means missing 70% of high-intent traffic.
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Singapore’s high CPC industries (education, insurance, property) drive SMEs into panic. Many cut corners on structure, hoping to “save” budget. But poor targeting = wasted spend.
Cultural note: Parents here are brand-conscious. They value reputation + reviews. Ads must reflect credibility—not just price.
This trap is common because:
• High CPCs scare schools into spreading budgets too thin.
• Agencies push vanity metrics, as I shared in The Hidden Reason Agencies Push Vanity Metrics.
• Lack of education on attribution (see Why Your Agency Might Not Want You to Understand Attribution).
A Jurong preschool campaign reduced CPL from $95 to $42 by restructuring into 3 campaigns (high, medium, low intent).
• According to HubSpot, structured campaigns can cut wasted ad spend by up to 30%.
• Marketing-Interactive reports Singapore parents are 2.3x more likely to click preschool ads with location-specific targeting.
See also insights from Semrush Blog on why ad group organization is critical.
Structuring Google Ads campaigns for preschools isn’t about complexity—it’s about clarity. By separating intent, tightening ad groups, using SKAGs, and aligning landing pages, your campaigns stop bleeding and start enrolling.
Want more insights? Read: How most businesses lose 30% of their ad budget without knowing it
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