1,609 leads. 46% cheaper per lead.
How we took a Toronto swim school from 40+ scattered campaigns to a few focused ones, more than doubling leads per quarter and bringing the cost per lead down from $75.88 to $41.10.
A busy account. Not a focused one.
Over the years the account had grown to more than 40 campaigns: kids lessons, adult lessons, special needs, hydrotherapy, Smart campaigns and Performance Max, each with its own small budget. Nothing had enough money to learn what worked. Parents were searching for swim lessons every day, but the budget was spread too thin to reach them well.
Budget spread thin
40+ campaigns, many running on $3 to $20 a day, all competing for the same searches.
Very expensive leads
Some of the old campaigns were costing $242 to $369 for a single lead.
Seasonal swings
Swim lessons, sauna and summer pool services all peak at different times of year.
Fewer campaigns. Clearer goals.
We rebuilt the account around the three things the business actually sells, and told Google exactly what a good result looks like.
One main swim lessons campaign
We rolled the scattered lesson campaigns into one Search campaign with most of the budget, so Google had enough data to learn who books lessons.
Tested clicks against leads
We ran a clicks campaign side by side with a leads campaign. The clicks version cost $92.70 per lead and only 1.33% of clicks turned into leads. The leads version cost $47.54 per lead with a 5.32% rate, so we moved the budget there.
Gave sauna and banya their own budget
A separate $20 a day campaign built around high intent searches like “sauna near me”, so sauna bookings never had to compete with swim lessons.
Ran pool services only in season
A dedicated pool services campaign ran through the summer, when people need pool openings and repairs, then paused when the season ended.
Tracked every real lead
Calls from the website, calls to the tracked phone number, contact forms and email clicks. Google only learns from people who actually reached out.
More than double the leads every quarter.
In the first quarter after the rebuild, the account brought in 204 leads at $75.88 each. By spring it was bringing in 489 leads in a single quarter at $41.10 each. Across 13 months, $85,605.87 in ad spend brought in 1,609 calls and form leads.
| Quarter | Leads | Cost per lead | Click to lead rate | Clicks | Spend |
|---|---|---|---|---|---|
| Oct to Dec 2025 | 204 | $75.88 | 3.47% | 5,878 | $15,480 |
| Jan to Mar 2026 | 400 | $60.37 | 4.24% | 9,442 | $24,170 |
| Apr to Jun 2026 Best quarter | 489 | $41.10 | 6.20% | 7,890 | $20,107 |
| Jul to Sep 2026 | 450 | $48.08 | 7.97% | 5,654 | $21,657 |
| Oct 1 to 28, 2026 | 65 | $64.47 | 5.55% | 1,171 | $4,190 |
| All 13 months | 1,609 | $53.20 | 5.36% | 30,035 | $85,606 |
By summer, nearly 8 out of every 100 clicks turned into a call or form, up from 3.47% in the first quarter. That is 2.3x more leads from the same number of clicks, simply by giving Google fewer, clearer goals.
Results by campaign
| Campaign | Leads | Cost per lead | Click to lead rate | Spend |
|---|---|---|---|---|
| Swim lessons, leads Main campaign | 1,183 | $47.54 | 5.32% | $56,234.40 |
| Sauna & banya | 224 | $57.46 | 5.46% | $12,870.73 |
| Pool services Summer only | 153 | $57.78 | 14.70% | $8,844.42 |
| Swim lessons, clicks test Paused | 23 | $92.70 | 1.33% | $2,132.03 |
The leads campaign cost 49% less per lead than the clicks campaign ($47.54 vs $92.70), and turned 4x more of its clicks into calls and forms. Same school, same searches. The only difference was the goal.
How families reached out
| Lead type (swim lessons + sauna) | Leads |
|---|---|
| Contact form on the website | 590 |
| Tapped to call from the website | 543 |
| Called the tracked phone number | 230 |
| Emailed from the website | 44 |
| Total leads | 1,407 |
55% of leads were phone calls. Parents want to talk to someone before they sign their kids up, which is why every call is tracked as a lead.
Straight from Google Ads.
No rounded numbers, no cherry picked days. These are the live campaign results for the full 13 months, including the clicks test we paused.
What this means for your business.
Forty small campaigns learn nothing. A few well funded ones learn fast and get cheaper over time.
Side by side, the leads campaign cost half as much per lead as the clicks campaign.
Sauna and pool services each got their own campaign, so one never starved the other.
Run seasonal services when people are searching, and move the budget back when the season ends.
Running ads but
classes still not full?
Free 30-minute strategy call. We’ll look at your current Google Ads, show you where your budget is leaking, and tell you exactly what we’d change.