Swimcoach sought to attract more new clients to trial classes, increase brand awareness, and optimize advertising spend to generate the maximum number of quality leads at the minimum cost.
We had several key tasks:
🔹 Attract new clients to trial swimming lessons through effective Facebook advertising campaigns.
🔹 Optimize cost per lead (CPL), reducing the cost of acquiring one client and increasing the overall profitability of advertising.
🔹 Expand the reach of potential clients using precise targeting and personalized creatives.
🔹 Make the most of video content by adapting the client’s video to advertising formats, creating scripts, editing and voiceovers.
🔹 Increase conversion by testing different ad options, audiences and advertising approaches.
To achieve maximum results, we developed a multi-level strategy that included:
1️⃣ Working with video content
2️⃣ Testing advertising formats
3️⃣ Optimizing target audiences
4️⃣ Optimizing the advertising budget
To ensure maximum effectiveness of the advertising campaign, we carefully worked through all stages of launch and promotion, which allowed us not only to achieve target indicators, but also to significantly exceed expected results.
Since the client provided only raw training videos without voiceover, we were fully responsible for converting them into high-quality promotional materials:
✔ Script creation – we formed a clear structure of the videos so that each video had value for the viewer and evoked an emotional response.
✔ Editing with dynamic transitions – it was important to make the advertisement not just a “training clip”, but an exciting story that motivates to record.
✔ Voice-over and subtitles – considering that 80% of social media users watch videos without sound, we added text inserts so that the advertisement remained effective even without audio.
✔ Emphasis on the unique advantages of Swimcoach – demonstration of the training methodology, approach to training and real client results.
🎯 Main result: We made the advertisement not look like an ordinary promotional video, but rather arouse trust and a desire to sign up for classes.
To find the most effective advertising format, we launched 13 advertising campaigns with different ad variants:
✔ Videos in Facebook and Instagram feeds are the format with the highest audience engagement.
✔ Stories with dynamic CTAs (Sign Up button) are focused on quick interaction.
✔ Carousels are effective for revealing the main benefits and format of the training.
✔ Static banners are used to test visual triggers.
Each format was A/B tested to determine which ads drove the cheapest and highest quality leads.
🎯 The main result: Video formats provided the lowest cost per lead, while stories brought the highest CTR thanks to a direct call to action.
✔ An in-depth analysis of competitors and target audience behavior allowed us to identify the most promising segments:
— Beginners who are afraid of water and want to learn to swim.
— Parents looking for safe training for their children with a professional coach.
— Athletes looking to improve their endurance and swimming technique.
✔ Testing different audience segments
— Use of Lookalike (similar to existing customers).
— Remarketing to those who viewed the site or interacted with content.
— Geotargeting – advertising was launched only in areas where Swimcoach pools are located.
🎯 Main result: A clear division of audiences allowed us to make advertising as personalized as possible, which significantly increased its effectiveness.
To minimize costs and get maximum results, we have implemented flexible budget management:
✔ Real-time bid monitoring – allowed us to maintain the lowest cost per lead.
✔ Regular exclusion of ineffective campaigns – to avoid unnecessary budget drain.
✔ Budget allocation based on A/B testing results – increased investment in the most successful ads.
✔ Bidding strategy optimization – using Facebook’s automatic algorithms to improve results.
🎯 Main result: We achieved the lowest CPL in a competitive niche while maintaining high advertising profitability
Thanks to the clear implementation of a multi-level strategy, which included:
✅ High-quality adapted video creatives that sold classes through stories.
✅ Carefully tuned audiences that brought the most interested customers.
✅ Flexible budget management, which allowed to obtain optimal CPL.
We didn’t just set up advertising – we built an effective customer engagement system that continues to work for Swimcoach even after the campaigns end.
We have built effective and efficient communication with the client, which allowed us to implement changes as quickly as possible and adapt advertising campaigns to real business needs.
🔹 Flexibility in work – we responded promptly to any requests and adjustments. For example, when the client reported changes in the class schedule or the need to focus on specific groups, we immediately made adjustments to targeting and ads.
🔹 Transparency of processes – we regularly provided detailed reports on the effectiveness of campaigns, explained which creatives work best and how the advertising budget is distributed.
🔹 Support in content creation – the client provided only raw videos, and we fully processed them: from editing and voiceover to adaptation to various advertising formats. This significantly saved the client’s time and increased the effectiveness of advertising.
🔹 Strategic consultations – we helped the client not only receive applications, but also understand which audiences convert best, which formats work more effectively and how to increase advertising profitability.
Thanks to our well-established service and close cooperation, we have achieved the optimal balance between the quality, speed, and effectiveness of advertising campaigns.
Typically, advertising agencies receive ready-made content for advertising from the client. In this project, we completely took over the entire process of working with video.
🎯 Result: Video creatives significantly outperformed static images, delivering the highest CTR and cheapest leads.
To get maximum performance, we constantly tested different audience, creative, and bid options.
🎯 Result: We managed to optimize the cost per lead (CPL) to $2.39 and significantly increase conversion.
We divided the target audience into several groups and created individual advertising campaigns for each segment:
✔ Parents of children aged 4-12 – emphasis on safe training with a professional trainer.
✔ Adults-beginners – ads with the message “Let’s teach you to swim in 8 lessons”.
✔ Those who interacted with the company but did not sign up – retargeting campaign with reviews and cases of successful training.
🎯 Result: Clear audience segmentation allowed us to reduce budget drain and obtain higher quality leads.
In this project, video creatives became the main tool for customer engagement. Since the client provided raw training videos, we fully adapted them for advertising to make the content dynamic, emotional, and conversion-oriented.
🔹 We created scripts for each video, selecting the right messages for different audiences (parents of children, beginners, athletes).
🔹 Professional editing: added dynamics, changed the rhythm of the frames, enhanced the effect with special effects and music.
🔹 Voiceover and subtitles: created high-quality text reading to convey key messages even in silent viewing mode.
🔹 We used photos of the training process and emotional photos of children and adults who have made progress.
🔹 We added clear titles and calls to action to motivate recording.
🔹 We compared the effectiveness of static images with videos, which helped to determine the most effective formats.
🚀 Creatives featuring children worked better for parents, while dynamic videos worked better for beginners and athletes.
🚀 Voiceover and subtitles increased engagement – even in silent viewing, the viewer could understand the key benefits.
A successful combination of dynamic video content, the right messages, and interactive elements allowed Swimcoach to get the most out of its advertising.
Our comprehensive approach to the Swimcoach advertising campaign brought excellent results that confirmed the effectiveness of the chosen strategy.
✔ 350 new leads were generated through Facebook advertising campaigns, which ensured a steady stream of interested customers.
✔ High quality leads: We targeted an interested audience, which increased the chances of conversion into real recorded trial classes.
✔ 94,214 users saw the ad, which significantly increased brand awareness and laid the foundation for a long-term marketing effect.
✔ The total number of impressions was 252,100, which indicates a high frequency of ad display and effective targeting.
✔ Average cost per lead (CPL) – $2.39 – an excellent indicator for the education sector, especially in a competitive environment.
✔ Total advertising spend – $838.01, proving the effectiveness of our approach to budget management and campaign optimization
Optimized ads, high-quality video content, and precise targeting allowed Swimcoach to gain a large flow of new customers at the lowest possible cost. The campaign proved that the competent use of video formats and flexible budget management are key factors for success in digital marketing.
This case is a great example of how the right approach to video content and advertising optimization can take a business to the next level.
Олександр Христич | Who is Alex?
