PPC Case Study: Large Swim School Dives Into Thousands Of Revenue-Driving Leads

Swim School Situation Appraisal

• Client is a leading swim school company with 25 locations in California and Colorado. The challenge was to acquire more sales leads in a very competitive industry. Swim school lead generation was the top priority.
• Much of their advertising dollars was invested in an existing, under performing Google ads campaign with wasted spend, poor conversion tracking, and low lead closure rates.
• Client wanted to increase leads and booked swim lessons in all locations with more efficient ad spend and increased revenue.  Client approached Atkins Marketing for a customized PPC solution.

Custom Solutions and Results

• After an extensive audit of the existing Google Ads account, Atkins formulated a custom PPC strategy to garner strong performance. This included addition of remarketing campaigns, account restructure in Google Ads, addition of Microsoft Ads, new keyword sets, fresh ad copy, highly converting custom landing pages, advanced call tracking, and lead follow up analysis.
• The primary goals of this campaign were to increase number of swim school lead generation contacts, increase ROI, and decrease cost per lead each month.
• With all the right tactics in place, Atkins was able to meet campaign goals and generate strong results that aligned with PPC investment.  

Initial Account Audit

• Overall performance grade: 33% out of 100%
• Wasted spend: Approximately $17K a year
• Impression share: 25% out of 100%
• Ad copy performance: 41%
• Quality Score: 5.5 out of 10
• Matching to irrelevant Keywords like: dog swim school, swim supplies, swim videos, swimming pool cleaner, etc
• Conversion tracking not set up across accounts
• Mismatching of lesson location to user location (ie X city searchers were seeing a Y city ad)

Atkins Results-Based Approach

• Identified & added top performing swim school lead generation keywords
• Universal lead tracking set up
• Expanded text ad and ad extension creation
• Custom high-converting landing pages
• 500+ negative keywords added
• Location optimization to minimize cannibalization between locations
• Swim school search query analysis
• Strategic bid optimizations
• Increased swim school lead volume across calls and form submissions
• Advanced call tracking
• Addition of Microsoft Ads

Month Over Month Improvements In Overall Swim School Lead Volume: 5,766 Total Leads Generated

Conversion Rate Increasing Month-Over-Month

Continued Cost-Per-Lead Reductions

PPC Used For Client Market Research

Stuart Atkins