Google Ads Leads for Kids Chess

I want to ramp up enrolments for my chess academy by turning Google Ads into a steady stream of qualified enquiries from parents. The sole goal is lead generation, not general traffic: phone calls, form submissions or WhatsApp messages from mums and dads looking for classes for children aged 5-7, 8-10 and 11-13.

Where I’m at
• Website, landing-page builder and Google Tag Manager are already in place.
• Tracking for basic events exists but needs proper conversion tagging so every ad dollar is tied to an enquiry.
• No historic campaign data worth salvaging; I’m happy to start clean with the right structure.

What I need from you
• Research and build a full search- and Performance-Max-based account architecture focused on chess-related parent intent.
• Craft compelling ad copy and extensions that speak to the benefits of chess for kids (confidence, critical thinking, fun).
• Set up keyword themes, negative lists and audience segments to keep adult hobbyists and non-parent traffic out.
• Implement conversion tracking through GTM and Google Analytics 4, including call tracking.
• Provide landing-page optimisation tips to improve conversion rate (I’ll handle page edits).
• Ongoing optimisation for the first month: bid adjustments, search-term pruning and creative testing.

Acceptance criteria
• Campaigns go live with zero tracking errors.
• At least 30 qualified leads in the first 30 days at a sustainable CPA we agree on before launch.
• A concise report summarising performance and next-step recommendations.

Tools you’ll likely touch: Google Ads, GA4, GTM, Looker Studio (for reporting).

If you’ve generated leads for education or kids’ activities before, that’s a bonus. Share a quick note on similar successes and let’s get these young chess players through the door.