A swim school with two branches runs separate pools for women and men, classes for children and a performance team. Its calendar is its business: every empty lane is lost revenue. Families book by WhatsApp, so we built every channel to end in a chat with the club.
The situation
Three audiences, one booking channel
Women, parents and men book for completely different reasons, and the club’s pools are separated by gender. Generic swim ads reached everyone and spoke to no one. Behind the scenes, the club’s welcome email had bounced at 22%, a critical warning from its email provider.
What we did
Every route ends in a conversation
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Search built on what parents actually type
A launch plan of 144 swim-class keywords, from “swimming lessons near me” to “swimming classes for ladies”, with structured snippets and every extension. The best term converted at 24% for $1.41.
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Split social by who is booking
Separate WhatsApp campaigns for women, parents and men, each with its own creative and message. The best women’s ad ran at $2.02 a conversation.
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Snapchat as a cheap door to WhatsApp
Snapchat ads opened a WhatsApp chat directly. Cost per tap fell from $0.35 in the first week to $0.12 by mid-season.
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Brought email back from the dead
The bounced and unconfirmed contacts were exported, the sending domain was authenticated, a clean list was re-imported and the welcome automation relaunched.
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One report for the whole calendar
A dashboard across Google, Meta and Snapchat: weekly trends, areas, search terms, ages, and the days and hours when families enquire most.
How a lane gets booked
Results
Triple the search enquiries, same budget
Google Search, before and after
What made the difference
A swim school does not need traffic. It needs the right parent in a WhatsApp chat at the right moment. Splitting by who books, and ending every ad in that chat, is what filled the calendar.
