Project
Amphibious UAE Swim School Lead Generation via Facebook, Google & Instagram
Client: Amphibious UAE
Industry: Sports & Children’s Education & Fitness Services
Services Delivered by Us
- Website Design & Development
- Google Ads Management (Search, Display & Remarketing)
- Bing PPC (Optional Extra)
- Facebook & Instagram Marketing & Ads
- Local SEO & Google Business Profile Optimisation
- CRM Integration
- Meta Conversion API (CAPI) Setup
- Google Tag Manager (GTM) Implementation
- Conversion Rate Optimisation (CRO)
- Email & Messaging Lead Nurturing
- Call & Lead Tracking & Analytics
Overview
Amphibious UAE is a leading swim school offering high-quality swim coaching for children and adults. Their primary goal was to build a lead generation engine that drives consistent swim class enquiries and registrations across multiple digital channels.
We designed a multi-channel acquisition strategy that uses Google, Facebook, and Instagram together with conversion infrastructure to attract and convert prospective students and parents.
Our Engagement Goals
Our strategic focus was to
- Generate consistent qualified leads for swim trials and class registrations
- Capture local demand across key platforms (search & social)
- Build measurable tracking from first touch to registration
- Optimise paid campaigns for cost efficiency
- Strengthen local visibility in Dubai & UAE regions
- Improve website conversion paths and user experience
Website Design & Development
We redesigned the Amphibious UAE website to act as a conversion funnel — not just a brochure.
Key Enhancements
- Mobile-first responsive design
- Clear service segmentation (e.g., kids, adults, private lessons)
- Fast loading and smooth navigation
- Conversion-driven booking forms
- Intuitive enquiry pathways
- Google & performance tracking ready
The updated website became the central hub for all paid and organic traffic.
Tracking Infrastructure & CRM Integration
Before scaling traffic, we built a robust measurement and automation foundation
- Google Tag Manager (GTM) setup
- GA4 conversion tracking
- Meta Pixel + Conversion API (CAPI) integration
- CRM integration for lead capture & follow-up
- Call tracking for phone enquiries
- Cross-platform performance dashboards
This ensured that every enquiry — form or call — was traced back to its marketing source.
Google Ads — High-Intent Search Traffic
We deployed targeted Google Ads campaigns to reach parents and learners actively searching for swimming schools and lessons
Strategy Included
- Search campaigns for high-intent keywords
- Display remarketing to nurture past website visitors
- Conversion funnel measurement
- Location-focused targeting for UAE cities
- Bid optimisation for Cost-Per-Lead (CPL) efficiency
Outcome
Consistent qualified swim class enquiries with measurable cost-per-lead performance.
Local SEO & Google Business Profile
To strengthen local discovery, we optimised the Google Business Profile and local signals:
- Business profile optimisation
- Local keyword targeting
- NAP consistency across directories
- Map visibility improvements
- Review management guidance
Impact
Improved map rankings and discovery among families searching for swim schools nearby.
Email & Messaging Lead Nurturing
To turn enquiries into confirmed registrations, we built nurture sequences
- Welcome & introductory emails
- Booking reminders
- Follow-up sequences for unfinished inquiries
- Messaging support for close-rate improvement
This helped increase conversion from enquiry to actual class registration.
Conversion Rate Optimisation
We continuously analysed behavioural data to reduce friction in the signup funnel:
- Form design improvements
- CTA clarity enhancements
- A/B testing of key landing pages
- UX improvements for mobile flows
This increased the percentage of visitors who booked or enquired about swim programs.
Reporting Collaboration
To ensure transparency and performance clarity, we provided
- Weekly performance dashboards
- Lead source attribution reports
- Conversion tracking summaries
- Monthly optimisation strategy calls
- KPI measurement tied to registration goals
All activities were aligned with real business outcomes, not just vanity metrics.
Results Summary
Key Achievements
- Sustained qualified lead flow from Google & social channels
- Efficient cost-per-lead performance
- Higher local discovery on map search & local search results
- Improved website conversion rates
- Accurate campaign attribution from inquiry to registration
