April 1 to June 30, 2026. What happened, what worked, what we learned, and where Q3 takes us.
Summer 2026 · Verbier
Q2 at a glance
+1,362
New Instagram followers
3.2M
Social impressions, paid + organic
21K
Landing page views from Meta ads
Google Ads runs in parallel with Noto and is reported separately in Matthieu's monthly reports.
How many families found their way to leselfes.com this quarter, and from where.
4,444 visitors -7% vs LY
A quieter month across the market: many families were still in winter mode, and the uncertainty around the Middle East made others hold off on booking.
2,567 visitors
Not the real number: tracking broke from May 16 to 26, so a third of the month is missing. The visits we did see were the longest of the quarter (4:32 on average).
5,562 visitors +7.5% vs LY
Best month of the quarter, ahead of last year on every measure. And Meta became the #3 source of visitors: the ads are feeding the website.
19.3K clicks from Google search
Les Elfes showed up 1.5 million times in search results this quarter.
ChatGPT keeps sending parents
A top-5 source of visitors every month: what parents tell you on calls, we see in the data.
Visitors go where it matters
Summer Camp, Dates & Pricing and Enrol were the most visited pages every month.
CHF 4,491 invested on Meta this quarter. Plus one LinkedIn experiment.
Three layers ran all quarter.
337K
completed video views
Parents in our key markets watched the Les Elfes film, at some of the lowest costs we have seen.
21K
landing page views
Ad clicks that loaded the page, at about 10 centimes each, from people who look like your past clients. Quality kept improving all quarter.
161
contact forms collected
A May test at CHF 350. Cheap volume, but very few became real conversations. Honest verdict on the next slides.
CHF 0.06
per click in June
Costs went down while visit quality went up. The funnel gets sharper every month.
Spend by month: CHF 1,505 (Apr) · CHF 1,985 (May) · CHF 1,001 (Jun).
Since April, our ads target people who resemble your past clients and website visitors. By June they carried 80% of the traffic budget.
Clicks now cost 6 to 8 centimes, and the people clicking are more interested than ever.
June's fresh creative (the activities carousel and video) made every franc go further.
And ads now land on the new summary page. The result of that switch is on the next slide.
143
April
33
May (data gap)
674
June
3 in 4
June visitors from ads actually engaged with the site, up from fewer than 1 in 2 in April
2x fewer
visitors leaving immediately compared to April
People arriving from ads no longer just click: they stay and explore. That is exactly what this funnel was built to do.
108 sessions
41% engaged
14s avg time
59% left instantly
645 sessions
76% engaged
21s avg time
24% left instantly
+35 pts
engagement
+55%
time spent
2x fewer
instant exits
The sharpest proof: ad visitors used to engage far below the site average (41% vs 71%). On the new page they match it. The mismatch between the ad and the page is gone. We will reuse this exact recipe for winter.
We asked senior professionals and wealthy parents to leave their details, straight from a LinkedIn ad. Small budget, exactly as planned in the Q1 review.
We can reach exactly the right people there, but asking them to sign up on the spot was too much, too fast. LinkedIn is where they notice you, not where they enrol.
As we discussed in June: winter needs awareness first. LinkedIn comes back for the winter push to build recognition with the right parents, not to chase sign-ups.
The camp itself became the content in June. It also showed us the bottleneck.
17,616 followers
+1,362 this quarter
June alone brought +947 new followers, four times more than an average month. When camp is live and we show it, the account grows on its own.
57.7K views · 13 videos
May peak: 27.9K views
May proved the machine works: 8 videos, best month yet. June dropped to 2 videos when the season started and filming stalled. The format works; getting footage is the constraint.
36.7K followers
June clicks +337%
Doing its quiet job: parents who saw an ad come here to double-check before enrolling. Fewer posts in June, but far more clicks and reactions per post.
Meet the Summer 2026 crew
11.7K views · 262 interactions. The team reveal (Iggy is back!) was the best post of the whole quarter.
Session 1: forever friends
10.6K views. The end-of-session recap is repeatable gold: every session gets one this summer.
First days: the mountain hut
9.8K views. Bonding stories reassure parents and excite kids at the same time.
✔ Real camp-life content
Team reveals, session recaps, bonding stories: the entire top-content list.
✔ Targeting people like your clients
The plan from the Q1 review delivered: cheaper clicks and much better visitors.
✔ The new landing page
Live since May: ad visitors now engage like regular visitors. Recipe confirmed for winter.
✔ Awareness at tiny costs
The Les Elfes film reached parents in key markets for less than 2 francs per thousand views.
✔ ChatGPT and AI discovery
A steady top-5 source of website visitors all quarter, matching what parents say on calls.
✕ The leads campaign
161 contact forms for CHF 350 sounds great, but almost none turned into real conversations. Cheap forms bring curiosity, not commitment. We will not repeat this format as is.
✕ TikTok in June
2 videos instead of 8. Once the season started, nobody on site had time to film.
✕ The May tracking outage
Ten days of missing data muddied a full month. Fixed, and better monitored now.
✕ LinkedIn lead forms
Right audience, wrong ask. Coming back as awareness for winter instead.
✕ Relying on goodwill for footage
Asking busy monitors for videos does not scale. Hugo now covers every session on a fixed schedule; the monitor process is an open question for us to solve together.
Business impact · summer enrolment
-33 → -4
Direct enrolments vs last year, late May to mid June
55
Families paid through the new online enrol flow
Ahead
Total summer bookings vs last year
One more thing: since June 21 we can see when an ad leads to an enrolment, even when parents switch devices along the way. Winter will be the first season we can measure from first ad view to signed-up camper.
2026 paid budget
CHF 54K
Annual plan
48%
Spent at half-year
CHF 28K
Ready for H2 & winter
Google Ads caught up its slow start in Q2, Meta came in slightly under plan, and the LinkedIn test was carved from the existing pool as agreed. No surprises, and a full war chest for the winter push.
Hugo covers every session: group photos, arrivals, prize-giving. One recap per session, TikTok back on rhythm.
Starts mid-July with all-year camp creative, building up and refreshing toward full winter looks from early September.
Winter campaigns for Latin American parents, with the Spanish and Portuguese copy we validated together.
The new enrolment tracking goes through its first full season: from ad view to enrolment, one story.
Rebuild the winter ad destination on the summary-page recipe that just proved itself.
Video content from the monitors: how can we improve the process together so footage keeps flowing during sessions?
Which countries are showing early booking signs for winter? That list steers the awareness targeting.
Winter awareness: we kick off mid-July with all-year camp creative, then build up and refresh toward wintery creative in early September. Aligned?
Anything else on your mind: priorities, feedback, ideas.
For a great first summer season together. Here is to a strong finish in August and a winter we can measure end to end.
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