0 %

INCREASE in leads

0 %

DROP in CPA

Where 3 agencies failed.

The Challenge

15,000 locations.
Negative ROI.
No unified strategy.

Care For Kids is a national comparison service helping parents find childcare centres, daycare options, and babysitters. They approached Intender to fix a lead generation strategy that had been underperforming for years.

The distributed nature of 15,000 locations — each with varying capacity, competition, and CPLs — meant that previous agencies had been burning budget across the board with no location-level intelligence.

The challenge we faced was the need for all centres to hit a minimum of enquiries whilst also lowering paid media spend levels.

Complex path to purchase across 15,000+ locations
Negative ROI across paid activity
No automation or location-level performance tracking
3 previous agencies had failed to solve the problem

The Approach

Custom automation.  
Location-level intelligence.
Intent signals.

Intender developed a proprietary external automation platform that turned Google Ads (SEM) on and off based on individual centre performance and their SEO lead pacing.

Automated bidding by location

Platform takes each centre’s capacity, competition, and historical performance into account — adjusting spend in real time.

SEO + SEM coordination

Model is based on lifting all centres to meet minimum promised leads, filling the gaps left by organic with paid — not doubling up

Intelligent data listening

System works with Google Ads editor intelligently by listening to external data sources — Analytics, Search Console, and CRM data.

“Intender succeeded where large agencies have failed”

—

Ash Sachdev

,

CEO

-

Care For Kids & Toddler

Platform Capabilities

What the automation platform handles

Every feature is designed around one principle: spend only where and when it will generate a lead.

Capability	Channel	Type
Historical performance tracking	Search (SEM)	Automated
Search intent by location & keyword	Search (SEO + SEM)	Automated
CPA & data warehouse sync	Cross-channel	Integrated
Expected organic performance	Search (SEO)	Automated
Lead pacing & budget reallocation	Paid media	Integrated

The Results

Exceeded the initial 20% improvement target — across every metric.

Within 10 months, the CPA dropped to an all-time low of 81% below baseline. The client retained a large portion of the original budget for future marketing.

+ %

INCREASE in leads

Immediate drop in CPA (80%) and increase in leads of 46%, with leads increasing by 54% after 10 months across total Search (SEO + SEM).

- %

DROP in CPA

CPA reached an all-time low of 81% lower than baseline after 10 months. Continued improvement over time as the platform adapted to automated logic.

- %

REDUCTION in media spend

Media wastage was reduced 34%, equating to 2,200,000 impressions and 308,000kWh of energy saved.

CONVERSION rate lift

Improved intent quality lifted the conversion rate by 26%. Conversion rate lift due to improved intent quality across all paid and organic channels.

Additional outcomes

Achieved business requirements where 3 international agencies had failed
40% reduction in media spend from $XXX per month to $XXX
Client retained a large portion of original budget for future marketing
89% drop in CPL across total Search, with leads increasing by 54%

Want to collab?

We’d love to help your brand reach its performance goals. Reach out and we’ll organise an initial strategic session.

INCREASE in leads

DROP in CPA

Where 3 agencies failed.

15,000 locations.
Negative ROI.
No unified strategy.