The Challenge
Urban Heroes is a premium fitness studio with several locations in Germany differing from conventional gyms by a special training approach. As the client doesn’t offer traditional one-year contracts with a high lock-in effect, they were in need of a steady flow of new leads at an economically reasonable price.
The client uses a special CRM designed for fitness studios which made proper tracking challenging. When we took over, the tracking was not recording accurately. They therefore didn’t know if their campaigns were effective or not. We had to establish a solution that enabled us to run campaigns without flying blindly.
What we did
Conversion tracking fixed by implementing forms on landing pages and importing submissions as conversions
Granular, outdated campaign structure replaced with broader algorithm-adjusted, service-specific one
Remarketing with Display and Discovery campaigns
Continuous testing and optimization of keywords, bid strategies & campaign types
Creatives, ad copy & extensions refreshed; Geotargeting
Data collection enhanced by cleaning up Google Tag Manager & shifting to Google Analytics 4
The Results
66
Cost per lead for HIIT leads reduced from 60€ in October 2022 to 20€ in May 2023
136
2,4 times more leads for HIIT training from 30 in October 2022 to 71 in May 2023
70
Monthly number of leads for HIIT training
The client offers three distinct services: cryo therapy, high intensitiy training (HIIT) and yoga-meditation sessions.
For the free HIIT trial, we were able to increase the number of leads by 136% (that’s a 2,4x) and simultaneously decrease the cost per lead by 66% from October 2022 till May 2023.
Remarketing campaigns aimed at capturing HIIT-leads that showed interest before. The campaigns brought in 20% additional leads at a 30% lower price. Following the latest trends in Google Ads, we also used the campaign type Discovery for remarketing successfully. This newer campaign type tends to outperform traditional display campaigns in remarketing.
In total, we grew the the number of leads for the free HIIT trial from 30 to over 70 per month.
We further ran campaigns for cryo trials and other special seasonal promotions which all delivered a steady flow of leads for an economically reasonable price per lead. These numbers could keep up with the client’s efforts in social media marketing where they are also very active. Google Ads was a good addition.
In order to assess the effectiveness of our campaigns, we fixed the tracking. As the third-party CRM didn’t provide any useful options, we implemented forms on landing pages whose submissions we imported as conversions. (Conversion tracking fixed with trackable website lead forms)
We then implemented a service-specific campaign structure that made best use of the Google algorithm by removing the granularity and outdated structuring approach. We further tested an array of campaign types (Performance Max, Search, Discovery, Display, Video). Search campaigns proved to be th emost effective.
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