How a London Singing Teacher Hit the Right Note, Growing from 4 to 11 Enquiries a Month
Tanya Holt is a freelance singing teacher and vocal coach based in London. She works with everyone from complete beginners to professional performers preparing for auditions and shows.
She had already built a strong reputation through word of mouth, industry connections and some visibility through her website. But with much of her new business still coming through referrals, Tanya wanted a more consistent way to reach people actively looking for singing lessons.
Luckily, she found rhythm in Add People, joining us in July 2025 and deciding to try Google Ads to grow her services.
A few months later, Tanya summed up the impact of our partnership:
“Thank you so much. You’re really on top of this, and I am so grateful. It’s changed my life; it really has.”
The Challenge
Tanya wasn’t starting from scratch. Her name was already known within the industry and her website was helping people find her online. What was missing was a reliable way to bring in new enquiries through Google Ads alongside the word of mouth she already relied on.
There was another challenge too. As a one-person business delivering lessons herself, there was only so much room in Tanya’s diary. That meant bringing in the right enquiries mattered just as much as bringing in more of them. So the goal was not simply to bring in more enquiries, but to bring in more of the right ones.
The Strategy
As the Google Ads campaign developed, our focus was on learning what brought the right people through the door, then using that information to get more from Tanya’s budget.
Our approach included:
Getting in front of people ready to book lessons
We continually focused Tanya’s Google Ads on the searches most likely to lead to an enquiry. Searches such as beginner singing lessons, vocal lessons for beginners and singing teacher Greenwich helped us see which phrases were bringing the most relevant people to Tanya.
We also identified terms around musical theatre and professional vocal coaching that were attracting particularly relevant enquiries, while removing searches that were unlikely to lead to the right kind of enquiry.
Finding another way to bring in lesson enquiries
We first tested Performance Max through campaigns for Tanya’s Gift Vouchers and The Singing Detective course.
Interestingly, those campaigns began generating enquiries for her core in-person lessons instead. Rather than ignoring those unexpected enquiries, we spotted an opportunity and created a dedicated Performance Max campaign for singing lessons.
In its first month, that campaign brought in 7 of the 11 enquiries recorded in July, despite having a smaller daily budget than the main Search campaign.
Making sure the enquiries were worth having
Not every enquiry is equally valuable to a small business, so we kept reviewing the searches and enquiries behind the figures.
Tanya reported attracting professional performers, dancers preparing for auditions and conservatoire students. That helped us see which searches were bringing in the kinds of enquiries she valued most.
From there, the focus was on bringing in more enquiries without lowering the quality.
Working around Tanya’s diary
As enquiries increased, Tanya’s availability became part of how we managed the ads.
Rather than letting advertising run at the same level regardless of her diary, we could reduce budgets around holidays and pause the newer campaign when Tanya’s diary was full, or she was away.
For a one-person business, that flexibility matters. Marketing only works properly if the business has the time to take on the work the ads bring in.
Testing other ways to generate business
We also tested campaigns for Gift Vouchers and The Singing Detective to see whether Google Ads could help Tanya generate sales beyond her one-to-one lessons.
The course itself only produced one sale, but the test still proved useful because it helped reveal the potential of Performance Max for Tanya’s main singing lesson service.
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The Results
By July 2026, Tanya’s Google Ads were bringing in 11 genuine contact form enquiries, up from 4 in March. That represents a 175% increase in monthly enquiries.
At the same time, the average cost of generating an enquiry fell from £67.77 to £38.22, a reduction of around 44%.
A new campaign finding its voice
The new Performance Max campaign also made a strong start, generating 7 of the 11 enquiries recorded in July during its first month.
That gave us confidence to keep shifting budget towards the areas producing the strongest results.
More of the right people getting in touch
Just as importantly, Tanya reported that her diary was getting busier and that she was hearing from more professional performers, dancers and conservatoire students.
For a one-person business, that balance really mattered. The goal was never just more enquiries. It was more of the right enquiries, without overwhelming Tanya’s diary.
It’s been brilliant to see the campaigns start working around Tanya’s business and give her a more consistent flow of valuable enquiries.
Finally, a word from the client:
“Thank you so much. You’re really on top of this, and I am so grateful. It’s changed my life; it really has.”
Tanya Holt, Singing Teacher
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