Case study · Early campaign results
Building a waitlist before opening
An early learning centre in Sunnybank Hills
Reporting window: 2 September to 1 October 2026 (30 days)
- Meta-reported website lead events
- 23
- Cost per website lead
- A$20.35
- Advertising spend
- A$468.03
Website lead events are as reported by Meta Ads Manager. They have not been reconciled against deduplicated waitlist records.
The campaign
Building interest before opening.
The campaign recorded 23 Meta-reported website lead events at A$20.35 each, with A$468.03 in advertising spend from 2 September to 1 October 2026.
It supports a clear pre-opening goal: build interest now, invite interested families to tours as opening approaches, and turn that interest into future enrolments.
The campaign invited families planning childcare for 2027 to join the centre’s waitlist. The creative introduced the new location, combining centre imagery, early-learning themes and a clear invitation to register interest.
Reported results
What Meta reported over 30 days.
23
Website lead events
Meta-reported
A$468.03
Advertising spend
AUD
A$20.35
Cost per website lead
Spend divided by reported events
31,940
Impressions
Full 30-day window
7,135
Reach
People reached
The campaign reached 7,135 people and delivered 31,940 impressions during this full window, 2 September to 1 October 2026.
Ad-level detail
Where the response came from.
The ad “AD 7: Direct waitlist and urgency” accounted for 22 of the 23 reported leads. Its copy began “Planning childcare for 2027?” and invited families to join the Sunnybank Hills waitlist.
The preview contained multiple image and video variations, so the result belongs to the ad as a whole rather than to one proven image winner.
AD 7: Direct waitlist and urgency
- Leads
- 22
- Spend
- A$457.78
- Cost per lead
- A$20.81
- Impressions
- 31,291
- Reach
- 7,058
AD 1: New centre announcement
- Leads
- 1
- Spend
- A$9.15
- Cost per lead
- A$9.15
- Impressions
- 589
- Reach
- 409
AD 3: More than a new childcare centre
- Leads
- None reported
- Spend
- A$1.10
- Cost per lead
- None reported
- Impressions
- 60
- Reach
- 46
Campaign and single ad set
- Leads
- 23
- Spend
- A$468.03
- Cost per lead
- A$20.35
- Impressions
- 31,940
- Reach
- 7,135
Ad labels are shortened and anonymised. The figures are unchanged. Same window, 2 September to 1 October 2026.
Reach is deduplicated at each reporting level, so reach figures should not be added across ads. Spend, impressions and reported leads reconcile to the campaign total.
AD 7 took 97.8% of spend and 95.7% of reported leads. AD 1’s low cost per lead rests on a single lead. Uneven delivery and a small sample mean this table cannot support a reliable comparison of creative effectiveness.
What comes next
From waitlist interest to an opening pipeline.
For a centre preparing to open in 2027, the immediate job is to build a waitlist. These early results show measurable response to that invitation. The next job is to keep interested families informed, invite them to tours when available, and support their journey towards enrolment. The longer-term goal is to open with an active tour pipeline and occupancy building from those relationships.
Measured now
Waitlist interest
Families planning childcare for 2027 responded to an invitation to join the waitlist. 23 website lead events were reported by Meta.
Future objective
Tours
Keep interested families informed and invite them to tours when available as opening approaches.
Future objective
Enrolments
Support each family’s journey towards enrolment and open with occupancy building from those relationships.
Tours, enrolments and occupancy are future objectives. They are not measured or achieved outcomes. The 23 lead events are not verified unique families, qualified enquiries or secured waitlist places.
Method
Timing and method.
- One website-lead campaign with a single Sunnybank Hills ad set. Currency is Australian dollars.
- The ad set was scheduled from 2 September 2026. A scheduled start does not establish the first paid impression. Results cover the full displayed window, 2 September to 1 October 2026.
- Meta attribution: 7-day click, 1-day view or 1-day engagement, with “All conversions”. Meta may use statistical modelling where conversion data is missing or partial.
- The 23 lead events have not been reconciled against deduplicated waitlist records, and the website-event implementation was not independently checked.
- This measures waitlist-building. Future updates can follow tour invitations, booked and attended tours and eventual enrolments, to show how early interest contributes to the opening pipeline and occupancy.
Evidence
Reporting screenshots, captured 2 October 2026.
Account and campaign identifiers are masked. Select an image to open it at full size.
Campaign and ad set totals
Ad set totals for the window: website leads, cost per lead and amount spent.
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Reach, impressions and schedule
Reach of 7,135, 31,940 impressions and a schedule starting 2 September 2026.
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Ad preview variations
This preview shows the messaging and creative available to the ad. It does not show the performance of any individual image or video. Phrases such as “High demand expected” are advertising copy, not measured demand or occupancy.
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Meta modelling disclosure
Meta’s note that it may use statistical modelling where conversion data is missing or partial.
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