Search ads for kids' centres: a parent searches for a programme and finds your branch.
When a mum searches «school readiness almaty price» or «speech therapist for a child nearby», she has already decided to enrol and is comparing centres. We run Google Ads and Yandex Direct on such queries to programme landing pages with timetable and trial booking, and count bookings per keyword.
In the kids' niche, search ads capture hot demand that social ads miss: a parent with a specific task — prepare for school, find a speech therapist, sign up for robotics, get into a private kindergarten — searches on Google and compares 3–4 centres at once. The winner is the one whose ad shows the programme, age, district and price, and whose landing page shows the timetable and a trial button right away.
Volume is smaller than in social ads, but enquiries are warmer. Google holds most of the search share in Kazakhstan, so we start with Google Ads: programme search, map campaigns for «nearby» queries, remarketing. Yandex Direct comes second for Russian-language queries in Almaty, Astana and the north.
We plan the budget around seasonality: school readiness and kindergartens from May to September, camps March–May, clubs August–September and January. Calls and enquiries go to the CRM, and the report shows the cost per trial booking for each query group.
What managing search ads for a kids' centre includes.
Queries by programme, age and district; negatives like «free», «jobs», «download», «DIY», «online games» so you don't pay for irrelevant clicks.
Separate campaigns for school readiness, specialists, clubs, early development, kindergarten and camp — each with its own budget and bids.
Age, district, membership or trial price, group size; extensions — address, phone, links to programmes and timetable.
A page for each advertised programme with curriculum, teacher, timetable, price and booking — instead of the home page.
Google Business Profile and local placements: the branch on the map for «development centre nearby», directions and a call in one tap.
A monthly budget plan: we increase it before enrolment and camp and reduce it off-season, without burning money in empty weeks.
Bringing back parents who viewed a programme but didn't book: banners and search remarketing with a trial offer.
Cost per call, trial booking and membership by campaign and keyword; budget reallocated weekly.
Campaigns and queries.
- «School readiness» search: price, groups, reading, maths
- «Specialists» search: speech therapist, child psychologist, neuropsychologist
- «Clubs» search: English, robotics, mental arithmetic, chess
- «Early development» search: activities, montessori, ages 1–3
- «Private kindergarten» search: nearby, price, state funding
- «Summer camp» search: city camp, day camp
- Brand: centre and branch names
- Remarketing: site visitors without a booking
- Yandex Direct: copies of priority campaigns for Russian queries
What to consider in ads for children and families.
Google and Yandex don't allow promising learning outcomes or manipulating parental anxiety; ads for speech therapists and psychologists are reviewed more strictly if the copy includes medical wording — diagnoses, «treatment», «correction of disorders». For a private kindergarten and education programmes the platform may request documents on the activity.
We prepare documents in advance, write ads without medical promises and keep the public offer, organisation details and terms on the landing pages. That way campaigns pass review the first time and don't get blocked at the height of enrolment.
What a booking from search ads costs.
In our experience and according to market data in Kazakhstan: a click on club and early-development queries costs ₸80–250, on school readiness, speech therapy and private kindergartens ₸150–500. An enquiry or call costs ₸1,500–5,000, a trial booking 1.3–2 times more than an enquiry, higher in enrolment season in Almaty.
With a membership the child renews for several months, such a booking pays off quickly — but only if the administrator answers the call at once and calls back after the trial. That's why the report covers call handling quality, not just clicks.
What affects the price of management.
Managing one platform for one centre costs ₸150,000–250,000 a month; Google and Yandex together, several branches or two languages — ₸250,000–400,000. Ad budget is separate, at least ₸200,000 a month, in enrolment season in Almaty from ₸250,000–400,000. Setup is included in the first month; one-off setup without management is ₸150,000.
Programme landing pages are estimated separately as landing pages. General terms are on the search advertising page.
The short version.
How much do search ads for a kids' centre cost?
Management from ₸150,000 a month plus a budget from ₸200,000; in enrolment season in Almaty from ₸250,000–400,000. Setup is included in the first month.
Which is better for a kids' centre — search or social ads?
Social ads create demand among local mums and give more volume; search ads catch those already looking for a programme. We usually start with social ads and add search for 2–3 programmes with clear search demand: school readiness, speech therapy, private kindergarten.
Google or Yandex?
We start with Google Ads — it holds most of the search share in Kazakhstan. Yandex Direct comes second for Russian-language queries in Almaty, Astana and the north.
Can we send ads to Instagram instead of a website?
For search it's a bad idea: a parent coming from Google wants to see the curriculum, timetable and price, not a feed. We build 2–4 landing pages for priority programmes in 1–2 weeks.
How do you measure results?
Calls and enquiries by campaign, trial bookings and memberships via the CRM. The report shows cost per booking for each programme and keyword, not clicks.
Same service for other industries
Want parents from search for this enrolment? Send your programme list — we'll calculate the budget.
Tell us the city, branches, priority programmes, current site and budget. We reply with a cost-per-booking forecast and campaign plan within 1–2 business days.