Kinetic Education.
Supporting students K–12, Kinetic Education unites real tutors with online learning. Since partnering with Spicy Web for
Industries
- Education
Services
Spicy Web are not your normal agency, the level of care is exceptional. They not only take the time to understand your needs, but they deliver results.
Project Background
Kinetic Education is an Australian education provider specialising in Maths and English tutoring for students from Kindergarten to Year 12. Their program blends real tutors with online learning to deliver high-quality literacy and numeracy support nationwide. Kinetic makes its resources accessible to all school-age children, helping them build confidence, broaden future career choices, and improve quality of life. The service supports every learner—students catching up, advanced students pushing ahead, children with special needs or learning difficulties, and home-educated students seeking structured help.
Kinetic Education approached Spicy Web for SEO and Paid Media expertise after a marked spike in cost-per-conversion, and a sharp decline in organic traffic.
Key Challenges
- Cost Per Conversion: Cost per lead had exceeded $50.
- Reliant on Brand: Kinetic Education relied too heavily on branded organic traffic. 95% of organic traffic was brand searches.
Over 12 months, we grew Kinetic Education's website traffic by 340k visitors
↑ 446%
Increase in enquiries
Year on Year
↑ 411%
Combined (SEO + Google Ads) traffic
increase of 340k users in 12 months
↓ 41%
Reduced cost per lead
by 41%
Our SEO & Paid Media Strategy
Complete Google Ads Account Rebuild:
Split campaigns by subject (Maths/English) and year level (K–12) with matching landing pages.
Ring-fenced a small brand campaign so non-brand could scale without cannibalising spend.
Shifted to exact and phrase for high-intent terms; paused broad where it wasted spend.
Heavy use of negative keywords to block low-value searches (jobs, free worksheets, teacher training, games).
Grouped keywords into single-theme ad groups so ads and pages matched the search.
Moved from clicks to Maximise Conversions, then to Target CPA once stable.
Shifted budget to the best-performing year levels/locations; capped or paused under-performers.
Applied seasonality adjustments around school terms and NAPLAN windows.
SEO Strategy:
- We started by mapping the parent journey, discovering many parents searched for specific year-level tutors. To target these high-intent keywords we built out service pages for every year level across Maths, English and NAPLAN.
- We noticed those terms didn’t receive large volumes of searches, so we went looking where parents already spend time: researching schools. We rolled out suburb- and city-based “Best Schools” lists across Australia. With families making decisions about their child's education, we could inform them of our tutoring support.
- To widen the funnel, we also created state-by-state school holiday guides. These pages pull in huge seasonal interest—tens of thousands of clicks each month—putting Kinetic Education in front of far more families.
