Swim Lessons Marketing Case Study

About the Client

Mel, a client from my work with construction lead generation, wanted to replicate the success for her private at-home swim lessons business. She had tried unsuccessfully to use Google Ads on her own. She was ready to tackle these goals:

• Increase class registrations
• Cost per lead of $45 or less
• Expand into new service areas
• No more social media dependence — she was over the endless scroll

The TLDR:

I was able to drop her Cost per Lead from an average of $890 to $30, after just one month of working together.

• Lead volume increased by 1,647% 
• Monthly revenue increased by 12x
• They expanded into six highly profitable service areas

All it took was a revamp of her DIY campaigns, a custom strategy built to convert, and continuous optimization magic.

“Olivia has demonstrated exceptional proficiency in overseeing our company’s Google Ads account over the past several years. Given the seasonal nature of our business, which presents inherent complexity, Olivia consistently exhibited outstanding communication skills and introduced innovative strategies to maintain a robust advertising approach.”

Mel, — Owner

The Challenge: Generating Leads in a Competitive and Seasonal Market

Despite consulting with several Google reps, their campaigns didn’t perform. After seeing the results I delivered for her construction business, Mel knew it was time to tag me in.

Before we teamed up, Mel’s swim school faced these challenges:

• Leads were costing over $1,000 some months, far exceeding the $45 CPA goal.
• Multiple lead funnels were in place, but not all leads were being tracked
• No sight into ad performance by service area
• Seasonal demand required precise scaling to stay competitive

The Approach

To address the challenges, we decided my full-service Google Ads management package would be the best fit. This would allow me to take the reins of implementation, strategy and optimization and let Mel focus on her businesses. 

Here’s how I did it:

Accurate Conversion Tracking

A deep audit revealed that only phone calls were being tracked as conversions, while leads were also coming in through website funnels.

Mel also wanted to focus more on class registrations vs. general inquiries.

I implemented precise tracking to capture: 

• Inquiry submissions
• Class registrations
• Gift card sales

This gave us a clear picture of ad performance and sent strong signals to Google’s algorithms to prioritize high-value actions. Not cheapo clicks.

Strategic Structure & Targeting

The original campaigns lacked insights by service area and attracted the wrong audience. The swim school specializes in private in-home lessons but calls for free or discounted group classes were eating up the budget.

Here’s what I did to fix that:

• Built a strategic campaign structure that delivered clear performance insights by service area, empowering Mel to make data-driven decisions.
• Targeted the right audience to eliminate waste spend. Her team also wasted less time following up with leads that weren’t the right fit.

Bid Strategies and Budget Scaling

Managing the seasonal demand of a swim school business requires precise scaling. Ramping up during peak swim school season to drive a higher volume of affordable leads. And strategically pulling back during the off-season to maintain profitability

Success here relies on analyzing data, making adjustments, and repeating the process. Ongoing performance optimizations were key to unlocking profitable campaigns, and these are included in my full-service management package.

The Results: 12x Yearly Revenue Increase

With precise tracking, a custom campaign strategy and expert optimizations the ad campaigns started generating the right leads, all while staying below their $45 CPA goal.

Here are a few of the standout wins:

• Leads Increased by 1647%: More high-quality leads brought better growth opportunities
• CPA decreased to an average of $35 from $890
• Six new service areas: Increasing visibility and profitability in a crowded market
• Seasonal Success: Profitable ad spend regardless of demand fluctuations

The Most Meaningful Win

Mel was able to take a completely unplugged maternity leave — something she had never been able to do before. She credited this newfound freedom to the work we did together. And yes, I did tear up when she told me this.

“Remarkable sales growth”

“Under her stewardship, we experienced remarkable sales growth owing to her unwavering dedication to our achievement. I wholeheartedly endorse Olivia and would confidently recommend her services.”

Mel, — Owner

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