EnUygunBakıcı — Google Ads & Meta Ads Management
Google Ads, Meta Ads management and digital marketing consulting for Turkey's leading childcare platform.
Case summary
Industry
Marketplace / Service Platform
Country
🇹🇷 Turkey · Nationwide Turkey — All cities
Duration
12+ months — ongoing engagement
Services
Primary result
₺350-400K Monthly Ad Budget
Data sources
Starting point
EnUygunBakıcı is a marketplace that connects families with childcare providers. It operates across Turkey, so demand does not come from one city but from dozens of cities of very different sizes.
What makes a marketplace different is that it has two sides. Advertising has to feed the supply side as well as the family side; without one, the other does not work.
Diagnosed problem
A parent looking for a childminder does not decide quickly. It is a trust purchase: someone opens the site, browses profiles, closes the tab and comes back days later. A setup that treats the first click as the conversion therefore feeds a marketplace the wrong signal.
There were two underlying problems. Intent did not match between the ad traffic and the landing page — visitors did not find their answer on the first screen. And paid traffic and organic search were running independently of each other, so the same query was being paid for twice, out of two separate budgets.
Strategy
The call was simple: fix where the traffic lands before you increase the traffic. We did not raise the budget until the landing pages had been rebuilt.
We split Google Ads by intent: a family looking for a childminder and a childminder looking for work belong in separate campaigns on separate pages. Meta Ads was used to reach parents who are not searching yet but match the target profile, and to bring back those who arrived and never completed sign-up.
SEO became the long leg of the work: the paid side showed which queries actually converted, and we turned that list into the content priority. Marketing consulting set where the budget went and in what order.
Implementation and deliverables
- Redesigning landing pages around intent: the family side and the provider side separated
- Rebuilding the Google Ads structure by search intent and by city
- Meta Ads: reaching the target parent profile and remarketing to incomplete sign-ups
- Putting ad copy and creatives into a continuous testing loop
- Turning converting search queries into the SEO content priority
- Marketing consulting: budget allocation, channel priority and growth sequence
Before/after metrics
| Metric | Before | After | Source |
|---|---|---|---|
| Monthly ad budget | reference period | ₺350-400K | Google Ads / Meta Ads |
| Google Ads ROAS | reference period | 3.6x | Google Ads |
| Meta cost per acquisition (CPA) | reference period | −28% | Meta Ads |
| Monthly conversions | reference period | 4,200+ | Google Ads / Meta Ads |
| Ad click-through rate (CTR) | reference period | +35% | Google Ads / Meta Ads |
Limitations and learnings
Every figure here belongs to a single project: a two-sided childcare marketplace operating across Turkey. We do not promise the same outcome in another sector, another country, or a one-sided e-commerce model.
₺350-400K a month is a range, not a fixed number; it moves with season and competition. ROAS and CPA were measured at that budget scale — we cannot claim the same ratios hold at a much smaller budget, because the volume of learning data changes.
We do not publish the baseline period as a number; the table shows this as "reference period".
The results are the accumulated outcome of a 12+ month engagement. Landing design, SEO and advertising ran in the same period, so we do not isolate a single channel's share or claim that a given percentage came from one of them. The conversion count reflects the conversion events configured in the ad accounts, not the number of completed placements.