Targeted ads for kids' centres: mums in your neighbourhood hear about the trial class.
Children are taken to classes two or three times a week, so a centre is chosen within 10–15 minutes of home or school. We set up Instagram and Facebook ads to parents around each branch, show real class videos and count purchased memberships, not enquiries.
Targeted ads are the main channel for kids' centres: the decision is made by mums aged 25–40 who spend hours a day on Instagram and willingly watch videos with children. Three things work. Radius: 2–5 km around the branch, plus separately around nearby schools and residential complexes. Offer: a trial class, a free speech-therapy assessment, an open lesson, a first-month discount, early camp payment. Creative: a real class video showing the teacher and engaged children — with parental consent.
The second layer is the child's age. The mum of a two-year-old and the mum of a future first-grader look for different things, so we split campaigns by age programme: early development, school readiness, clubs for schoolchildren.
We take enquiries in WhatsApp or a lead form passed to the CRM, where the administrator books a trial within 15 minutes. The report shows the cost of a trial booking, an attending child and a purchased membership for each campaign.
What managing targeted ads for a kids' centre includes.
2–4 programmes with the fastest decision and free places; for each — a trial or open-lesson offer and a landing page.
A 2–5 km radius around each branch, nearby schools and residential complexes; no overlap between branches, separate campaigns by district.
Short videos of classes, teachers, children's results and mums' reviews; we film or edit from your materials and test 6–10 variants.
An enquiry with the child's age and preferred time — to WhatsApp or the CRM in seconds, an auto-reply with trial options and an administrator task.
September enrolment, January start, summer camp and school readiness — launched 2–3 weeks before the peak with early payment.
Those who watched videos, visited the site or messaged in Direct but didn't come to a trial: an offer reminder and parents' reviews.
Lookalikes based on the parent base from the CRM, with data-processing consent — after the first 100–200 bookings usually the cheapest enquiries.
Meta Pixel, Conversions API and CRM linked: cost per enquiry, trial and membership and revenue by campaign; weekly optimisation.
Campaign structure.
- «Early development» campaign: mums of 1–4-year-olds, branch radius
- «School readiness» campaign: parents of 5–6-year-olds, May–August
- «Clubs for schoolchildren» campaign: robotics, English, chess
- «Speech therapist and specialists» campaign: free assessment
- «Summer camp» campaign: early payment, March–May
- Retargeting: 50 %+ video views, site, Direct
- Lookalike based on CRM parents
- TikTok test with class videos
Restrictions on ads featuring children.
Ads target parents, not children: Meta and TikTok don't allow interest targeting of minors, and detailed targeting by «parental status» has been noticeably narrowed. So we rely on radius, adult audience age, broad audiences with algorithm learning and lookalikes of your parents.
Creatives show only children whose parents gave written consent to filming. We don't promise results («will start talking in a month», «guaranteed lyceum admission») and don't play on parental anxiety — such ads get rejected and reduce trust in the ad account. The public offer and contacts are kept on the landing page.
What a child at a trial and a membership cost.
In our experience and according to market data in Kazakhstan: a trial-class enquiry from Instagram costs ₸1,000–3,500, a child attending the trial ₸3,000–9,000, a purchased membership ₸6,000–20,000 depending on city, programme and season. In August–September the auction is more expensive but conversion is higher; in summer enquiries are cheaper but people book more slowly.
The main lever is not cost per click but response speed and a call after the trial: if the administrator replies an hour later and doesn't call after the trial, the cost per membership rises several times on the same budget.
What affects the price of management.
Managing targeted ads for one centre on one platform in one city costs ₸150,000–250,000 a month; two platforms, several branches or two languages — ₸250,000–400,000. Ad budget is paid separately, 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.
Filming class videos is estimated separately. General terms are on the targeted advertising page.
The short version.
How much do targeted ads for a kids' centre cost?
Management from ₸150,000 a month plus an ad budget from ₸200,000 a month. In enrolment season in Almaty the budget is from ₸250,000–400,000. Less makes no sense: algorithms don't have time to learn.
When should we launch ads for September?
Test campaigns in July, the main budget from early August, 2–3 weeks before the peak. By the last week of August most parents have already chosen a centre.
Can we show children in ads?
Yes, if you have written parental consent to filming and using the materials in ads. Without consent we film classes so children's faces are not visible, or show the teacher and the hall.
Do we need a website for targeted ads?
Not for lead forms and WhatsApp, but a landing page with timetable, teachers and price increases trial conversion. We often build a landing page in 1–2 weeks in parallel with the setup.
What do you count as a result?
Children booked for and attending trials and memberships purchased per campaign — via the ad account linked to the CRM. Reach and clicks are not a result.
Same service for other industries
Need children in your groups for enrolment? Describe your programmes and branches — we'll propose campaigns and a budget.
Tell us the city, branch addresses, programmes with free places and your current ad budget. We reply with a campaign plan and forecast within 1–2 business days.