FitSpace Gyms Case Study
See how we helped the low-cost gym group
FitSpace had several low-cost gyms across the UK.
Challenge
FitSpace Gyms had been using Google Ads since 2012 to promote their gyms and sell their membership. However, they needed to reduce the costs and specifically to improve the cost per membership with Google Ads or they would have to stop using the channel as a means of marketing their gyms.
Key Principles took over the management and optimisation of the campaigns and identified a significant number of areas where improvements could be made.
Solution
We changed several settings in all the campaigns initially, including removing Search Partners and focusing on Google Search.
Then the hard work really started with some major open-heart surgery on the campaigns. Thousands of negatives were added over a few months and the campaigns were re-developed to become more laser-focused; concentrating on the keywords that led to memberships and sales.
We looked at new adverts to improve click through rates and highlighted the need to improve the landing pages as we needed to improve conversion rates. Both activities helped towards the exceptional results below.
Results
The key objective was to reduce the cost per membership or cost per acquisition. The results:
78%
Reduction In Cost Per Membership
147%
Increase In Daily New Memberships
49%
Reduction In Spend Per Day
Conclusion
In summary, all the key indicators improved dramatically and for FitSpace Gyms. The improvement in cost per membership mean they will continue to use Google Ads alongside their other pay per click marketing, including Facebook Advertising.
Until Key Principles took over the Google Ads Campaign management and optimization, FitSpace was considering stopping Google Ads as the cost was outweighing the return. Not now… Ads was used as part of their on-going marketing activity until they were bought by a competitor.
Want Results Like These?
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