Case Study Bristol SEO + Paid Ads

How The Working Mums Club turned digital into a predictable growth engine in 6 months.

A new brand in a competitive childcare market needed fast traction without wasting budget. We built a full-funnel strategy across local SEO, Google Ads, and paid social to generate demand quickly and then scale it sustainably.

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Client

The Working Mums Club

Sector

Childcare and Coworking

Primary Goal

Acquire qualified parent enquiries at sustainable CPA

Timeline

Initial sprint: 6 months

The challenge

Launching into a crowded local market with zero search authority.

At launch, the brand had limited organic visibility, no campaign data history, and strong local competitors already occupying top commercial keywords in Bristol.

Lead quality also mattered more than lead volume. Enquiries had to align with location, childcare age range, and membership model, otherwise acquisition cost rose quickly.

The brief was clear: generate early pipeline fast, protect spend efficiency, and build an organic base that would reduce paid dependency over time.

Our approach

One joined-up plan across paid and organic, not channel silos.

We started with conversion tracking architecture and funnel diagnostics so every click, call, and enquiry could be attributed properly from day one.

Then we split delivery into two tracks: immediate demand capture through paid media and compounding growth through local SEO and content. Weekly optimisation connected both tracks so insights in one channel informed decisions in the other.

The goal was simple: short-term lead generation with long-term margin improvement.

Execution

What we actually did to drive commercial outcomes.

Work was prioritised by revenue impact first, not by department ownership. Every activity had a clear purpose tied to enquiry quality, conversion rate, or acquisition cost.

01 - Tracking and conversion hygiene

Built clean attribution before scaling spend

Configured enquiry-level tracking across form starts, submissions, calls, and high-intent page actions. This gave us confidence in CPL and CPA decisions early, avoiding false positives from vanity conversion events.

02 - Paid search restructure

Captured high-intent local demand efficiently

Rebuilt campaigns by intent cluster and geography, tightened match strategy, and aligned ad copy with parent pain points. Negative keyword governance and landing page message match reduced wasted clicks quickly.

03 - Local SEO foundations

Moved from invisible to first-page for core terms

Delivered technical fixes, on-page local optimisation, and location-relevant service content. Google Business Profile improvements and citation consistency increased map pack visibility and non-branded discovery.

04 - Paid social retargeting loop

Turned consideration traffic into booked visits

Built a retargeting sequence based on engagement depth and stage of consideration. Creative focused on trust signals, convenience, and flexibility, helping recover demand that was not ready to convert on first touch.

The outcome

Fast growth in volume, stronger quality, and a healthier acquisition model.

By month six, the account had moved from early experimentation to a stable performance system. Paid channels generated predictable demand while organic visibility reduced long-term reliance on ad spend.

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4.2x

Increase in monthly qualified enquiries compared with launch quarter baseline.

-38%

Reduction in blended cost per acquisition after campaign and landing page optimisation.

+226%

Growth in organic sessions from non-branded local terms over the six-month period.

"Bigg gave us exactly what we needed: clarity, pace, and results we could actually feel in the business. We stopped guessing what was working and started scaling what we could prove."

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