Overview
We manage Google Ads and Meta advertising for a children’s swim lesson company offering personalized lessons to families in Nashville, Tennessee, and Columbia, South Carolina.
Swim lesson enrollment is highly seasonal. Most families begin searching and signing up in the spring as they prepare for summer, so success depends on making the most of that limited window each year.
This spring became the strongest season in the account’s history.
Results · April Through June
April – June
April – June
Capturing More Families During Peak Season
Our strategy focused on reaching local parents at different stages of the decision-making process. Google Ads helped us connect with families actively searching for swim lessons, while Facebook and Instagram helped introduce the company to nearby parents before they began searching.
Using both platforms allowed us to capture existing demand while also building awareness across the Nashville and Columbia markets.
Search · High Intent
Google Ads: Starting Earlier and Scaling What Worked
- 361 search leads.
- $26 average cost per lead.
- 32% more leads than the previous season.
- 89% more search leads than two seasons ago.
One of the biggest improvements came from launching campaigns earlier each year.
This season, the campaigns were active by February, allowing us to reach parents who plan swim lessons well ahead of summer. Starting early also gave the campaigns time to gather data and improve before peak demand arrived.
As enrollment season gained momentum, we increased the budget by more than 50% compared with the previous year. We focused that additional investment on the searches and locations generating the strongest inquiries.
The campaigns converted approximately one out of every eight clicks into a lead.
Social · Local Awareness
Meta: Local Campaigns and Ongoing Creative Testing
- 395 leads.
- $19.33 average cost per lead.
- 47% more leads than the same season last year.
- Top-performing markets generated leads for less than $14 each.
- 26% lower cost to reach local families than the previous year.
On Facebook and Instagram, we created separate campaigns for each market so budgets, messaging, and creative could be tailored to local families.
Throughout the season, we tested a mix of montage videos featuring real coaches and students, testimonial-style videos, photos, and graphic-based ads. We continued shifting budget toward the creative and markets producing the strongest enrollment inquiries.
This approach helped keep the campaigns fresh while improving lead volume and efficiency.
Overall Results
The Bottom Line
Google and Meta generated 756 leads in 90 days, making this the company’s strongest season to date.
The results also show consistent long-term growth. Google search leads have increased by 89% over two seasons, while Meta has grown into an even larger source of new inquiries.
By starting earlier, focusing budget on the strongest opportunities, and consistently testing new creative, we helped the business reach more families and build momentum for future seasons.
In Their Words
Client Testimonial
Working with Track Digital has been a great experience—they built our ad campaigns and we saw immediate, impactful results. We’re excited to continue partnering with them for all our future advertising needs!
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