Case Study: National Youth Sports Company achieves 12X lower paid-search acquisition costs with JEBCommerce

National Youth Sports Company - Customer Case Study

National Youth Sports Company, a national youth camps organization, faced runaway paid search acquisition costs—often as high as the camps themselves—and low conversion rates despite assuming parents chose camps based on their child’s sport. JEBCommerce used its analytics and remote user testing to investigate buyer motivation and validate a new hypothesis about what actually drives parents to enroll their kids.

JEBCommerce’s user tests revealed convenience, not sport preference, was the primary motivator, so JEBCommerce shifted paid search to hyper-local targeting (3–5 miles from camp locations), refined keywords to include terms like “boys,” “girls,” “youth,” and “fun” while de-emphasizing “elite athlete” queries, and updated site video and a “Find a Camp Near You” form to reinforce the message. Those changes cut cost-per-click from about $1.30 to $0.30 and lowered acquisition costs by roughly 12X, delivering significantly higher relevance and conversion for National Youth Sports Company.