Swimfinity SEM
- Tsamarah Balqis
- Nov 10
- 3 min read
Search campaign rebuild intent-based structure & negatives
Conversion tracking form submits + call/WhatsApp
More qualified enquiries higher submit rate, lower CPL
Services Used: SEM, Analytics/Tracking, CRO, Landing Page Optimization
Meet Swimfinity.
Swimfinity provides professional swimming lessons for kids and adults, with programs spanning beginners to advanced stroke correction. Their growth depends on steady, high-quality enquiries via the website lead form and follow-up calls/WhatsApp.
Prior to engagement, paid search was live but mixed research and purchase-intent queries, ad messaging was generic, and tracking only captured page views making it hard to identify which keywords and ads actually drove form submissions.
The initial challenge.
Swimfinity’s search budget was buying the wrong kind of attention at scale. A measurable slice of spend leaked into look-alike queries jobs, lifeguard certifications, pool rentals, public pool hours that share vocabulary with lessons but almost never become trials. Inside ad groups, broad and phrase matching blended distinct needs: parents searching for children’s beginner classes, adults wanting stroke correction, and higher-ticket private-coach intent.
That mixing meant creative and landing pages routinely spoke past the user, depressing both CTR and submit rate. On site, the form requested too much too soon, and the first screen treated parents and adult learners the same; reassurance lived below the fold, so critical objections coach credentials, safety standards, class size caps, timetable flexibility, and pool hygiene were answered only after users had already decided to bounce.
The most valuable contact paths weren’t visible in reporting. Prospects often tapped to call or jumped into WhatsApp to ask about tonight’s slots at a specific pool, but those assisted conversations weren’t stitched back to the keyword or ad group that initiated them. Without event-level clarity clean separation of form start versus verified submit, a distinct thank-you state, and telephony/WhatsApp taps with source/medium and campaign preserved optimisation defaulted to surface metrics like CPC and CTR. As a result, budgets couldn’t reliably follow the geo pockets, class types, and time windows that actually produce booked trials.
Seasonality, weather, and school calendars added more noise; weekend spikes and after-school peaks looked promising in the interface, yet didn’t correlate to completed forms because session stitching broke on the handoff to chat or call, and UTMs were lost the moment users left the browser.
Our solutions.
We rebuilt acquisition around intent segmentation, locality, and verifiable actions. Campaigns were split by swimmer and outcome kids’ group, adult technique refresh, private coaching, and “near me” with exact and phrase matches at the core and discovery fenced by robust negatives so employment, facility hire, and generic pool info couldn’t re-enter. Ad copy was rewritten to mirror real questions: for parents, certified instructors, safety and ratios, after-school slots, and make-up policies; for adults, video stroke analysis, schedule flexibility, and milestone outcomes.
Location assets, sitelinks, and structured snippets pushed users directly to nearby pools, programme pages, and one-tap call surfaces. On the pages, we removed non-essential fields and brought proof above the fold: coach bios and accreditations, small-class guarantees, a compact timetable module, and three sentence FAQs addressing the exact objections we see in search terms. Mobile got a sticky CTA and progressive disclosure so the form never feels heavy; inline validation, autofill, and concise consent text kept momentum.
In GTM/GA4, we instrumented the full funnel: form_start, form_submit, and a verified thank-you with campaign and query metadata; tel: and WhatsApp taps retained UTMs via parameter-safe deep links, so every conversation could be attributed to its originating keyword, ad group, geo, and hour. With reliable signals, we introduced bid and radius adjustments around after-school and weekend peaks, protected efficient themes with exact coverage, and layered gentle remarketing to recover form starters. Creative moved to a rotation cadence where hooks coach credentials vs safety vs timetable are tested by audience and pool cluster, and weekly search-term mining trims drift before it burns budget.
Reporting shifted from “cost per click” to “cost per verified conversation,” letting us scale the exact keywords, locations, and time blocks that repeatedly generate qualified enquiries at a defensible CPL while the landing experience turns more of those enquiries into booked trials.
