we make sure you
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At Between The Lines, our growth and performance marketing services are built to do one thing: get results. We blend creativity with strategy, designing campaigns that don’t just look beautiful — they convert, scale, and grow. From smart targeting and ad funnels to search engine magic, we make every click, impression, and pixel count. Whether you need to boost your visibility, drive real engagement, or turn followers into customers, we turn your brand’s potential into measurable impact — one conversion at a time.
From Concept to Community: Growing Gracie Humaita Dubai
GRACIE HUMAITA
The Context
Brazilian Jiu-Jitsu, perfected by the legendary Gracie family, is one of the world’s most respected martial arts. Known as the “gentle art,” it emphasizes technique, leverage, and balance over brute strength. Today, Gracie Jiu-Jitsu academies span the globe, with over 110 certified locations, hosting seminars and training champions worldwide.
At the heart of this legacy is Gracie Humaitá, a renowned academy founded in Rio de Janeiro and recognized as one of the most influential branches of the Gracie family tradition. With a strong global reputation for credibility, mastery, and community, Gracie Humaitá is synonymous with excellence in martial arts.
The Challenge
Despite its international fame, Gracie Humaitá was a new entrant in the UAE market. The Dubai academy had no local brand presence, awareness, or student base. In a highly competitive martial arts and fitness environment, the academy needed to:
Build local visibility and trust
Attract and convert prospective students
Establish itself as a credible, recognised name in Dubai
The Approach
BTL Creative was engaged to position Gracie Humaitá as a thriving, credible academy in Dubai through a holistic digital strategy:
Paid campaigns
Paid digital campaigns across Google and Meta to generate awareness and leads
Website optimisation
Website optimisation for seamless user experience and measurable performance
Social media
Social media content and community engagement to build recognition and a sense of belonging
Strategic milestones & events
including hosting legendary jiu-jitsu master Royler Gracie, to strengthen credibility
The goal is to strike a balance between aggressive lead generation and authentic brand-building, ensuring long-term engagement.
Lead Generation & Conversions
- 7,300+ leads generated through Google campaigns at just AED 0.97 CPL.
- Over 230 students enrolled since launch.
- Conversions grew by 260% in 3 months — from 10 in June to 36 in September.
- Conversions grew by 260% in 3 months — from 10 in June to 36 in September.
Digital Reach & Awareness
- 1 million+ impressions with a strong 4.88% CTR.
- 6.5% of traffic converted to potential leads.
- Website sessions reached 37,787, with 77.5% driven by paid campaigns.
- Organic search now contributes 8% of traffic, reflecting stronger brand recognition.
Social Media Growth
- +272% increase in Instagram reach.
- +541% profile visits and +583% link clicks.
The Impact
In under two years, Gracie Humaitá went from a new entrant to a recognized brand in Dubai, building:
Hundreds of engaged students
A strong online presence
A loyal community of martial arts enthusiasts
By combining strategic marketing digital performance heritage storytelling Between the Lines helped the academy establish credibility, drive enrollment, and ensure long-term growth.
Revoscan, Redesigning the Future of Preventive Health
From low awareness to 4,200+ leads, through awareness and a precision-driven digital strategy.
The Context
Revoscan is a pioneering medical service in Geneva redefining preventive healthcare through advanced full-body MRI. In a single, non-invasive session, Revoscan can identify more than 500 diseases and conditions across all major organs, supported by AI-powered predictive analysis and expert validation.
Each scan combines the precision of artificial intelligence with the human expertise of certified radiologists, allowing for ultra-early detection of diseases long before symptoms appear. Rooted in Swiss medical standards and scientific rigour, Revoscan’s vision is simple yet profound; to make early detection an accessible, data-driven reality.
The Challenge
When Revoscan launched in Switzerland, preventive MRI was a new and largely unfamiliar concept. The challenge was threefold:
Low public awareness of preventive MRI and its benefits
The need to educate people about early detection as a proactive health choice
Building credibility and trust as a new healthcare entrant in a cautious medical market
The goal was to position Revoscan not just as a medical service, but as a new way of thinking about personal health.
The Approach
We developed a holistic digital strategy to drive both education and patient acquisition through performance-led and trust-based communication.
Google Ads (Search & Performance Max)
Captured high-intent audiences actively searching for MRI and preventive health services.
Meta Ads (Facebook & Instagram)
Drove large-scale awareness and retargeting, educating audiences on the importance of early detection.
Landing Page Optimization
Simplified navigation, reinforced trust through Swiss medical certification messaging, and implemented strong CTAs for booking scans.
Analytics & Conversion Tracking
Mapped leads from every channel such as calls, forms, and online bookings for precise performance attribution and continuous optimization.
By combining clear medical messaging with relatable patient storytelling, the campaign aimed to bridge the gap between innovation and understanding.
Lead Generation & Conversions
- 4,200+ total leads generated across Google and Meta campaigns.
- 2,800+ leads from Google Ads with high-intent search performance.
- 1,400+ leads from Meta awareness and retargeting campaigns.
- CTRs up to 7.35% on Google Search campaigns.
Awareness & Traffic Growth
- 1.2 million+ impressions across all campaigns.
- 18,449 paid search sessions contributing to 24% of total traffic.
- Meta video campaigns recorded 9,128 engagements with a 22% engagement rate.
Organic Brand Growth
- Search volume for “Revoscan” in Switzerland grew from near-zero in 2022 to 150 monthly searches in 2025.
- Paid visibility translated into sustained organic brand recognition.
Conversion Funnel Efficiency
- Optimized landing pages improved lead quality and conversion speed.
- Meta campaigns effectively nurtured top-of-funnel audiences for high-intent Google conversion.
The Impact
Revoscan transformed from a new entrant into one of Geneva’s most recognized names in preventive MRI. The campaigns didn’t just generate leads, it changed perception. People began to see preventive MRI as a proactive step toward health assurance, not a luxury.
By blending awareness with performance marketing, the agency helped Revoscan establish trust, drive qualified leads, and strengthen its position as a leader in AI-powered, preventive diagnostics in Switzerland.