25 Enrollment Leads in the First Full Month
Those 25 leads represent up to $418,750 in potential enrollment. This camp funds its own ads. No grant, so every dollar is theirs and every dollar has to count. Here is what the account looked like when we took it over, what we changed, and what the first full month produced.
What One Month Produced
All campaigns included, in the middle of summer, before the fall and winter inquiry season even begins.
25
Enrollment leads
18 lead forms, 5 phone calls, 2 website inquiries
$18.25
Cost per lead
59% below the $44.26 industry average
10.07%
Conversion rate
Against a 7.69% industry average
$418,750
Potential enrollment value
25 leads at $16,750 full-season tuition
What a Closer Look Revealed
This is a premium overnight camp charging thousands per session. The demand was never the problem.
Under 10%
of available search demand captured
Families were searching. The account was not built to meet them, so most of that demand went to other camps.
Paused
through peak enrollment season
The campaigns sat switched off during the exact weeks families decide where their kids are going.
$5,000+
burned on hundreds of tiny campaigns
A city-by-city sprawl, each campaign too small to gather enough data to learn anything, producing almost nothing between them.
The economics were already there. When the core search campaigns were running, they brought in enrollment inquiries at $15 to $35 each, which is strong for a camp at this price point. The account simply was not built to keep them running.
What We Changed
Most paid accounts we see need rebuilding rather than fine-tuning. This one did.
Rebuilt the account structure
A few well-funded, tightly focused campaigns replaced the sprawl of fragments that could not compete or learn.
Paced the budget into the season
Spend moves with enrollment demand rather than sitting paused through it, so the money lands in the weeks that decide the summer.
Rewrote the ads
Fresh copy for this camp, speaking to the families they want and answering the objections they already know they face.
Tracked what actually counts
Phone calls, form fills and inquiries tracked properly, so a lead is a family who reached out rather than a click that looked promising.
How That Compares
Against the WordStream 2026 benchmarks for the Sports and Recreation category.
Cost per lead
Lower is betterConversion rate
Higher is betterJuly 2026, the camp’s first full month of ad activity with us, all campaigns included. Cost per lead counts every dollar spent, including our launch bid-strategy test. Potential enrollment value is the tuition those 25 leads represent if every one of them enrolled, not revenue earned. Averages: WordStream 2026 Google Ads Benchmarks, Sports & Recreation category.
Running a nonprofit camp instead?
Registered nonprofits can advertise on the Google Ad Grant, which is up to $120,000 a year of free ad spend. Our nonprofit case study follows one camp from a nearly dormant grant account to 8x the enrollment leads year over year, month by month.
Read the nonprofit case studyReady to Put Google to Work for Your Camp?
Ready to work together? Start your onboarding.