How we optimized a large family fitness chain’s PPC ads to focus on long-term clients.
We worked with a Sacramento region family fitness chain to reduce their cost per lead. This local chain has been the dominant leader in local pay per click terms like “gym near me,” “family fitness center,” and “gym with pool near me”—but competition had been increasing and reducing their impression share. They had also been struggling with their corporate office, looking at cost per lead increases. Combined with more competition entering the market, our client was finding it hard to maintain their dominance, while also reducing cost.
This is where we came in and took a look at their account structure. We stripped it back and simplified their setup, so that their campaign had as much available budget as possible to be competitive.
By centralizing their budget, we were able to increase quality scores by making their bids much more competitive—stretching their budget thin between various locations was harming the locations that had a higher demand. Again, we worked over 6 months, developing a program of simple optimizations that led to a decrease of cost per lead by 23%.
We leveraged their strong branding to increase the quality and relevance scores for their branded search and reduced cost even further.
In just 6 months after we started working on this account, this client was up year over year by 10%.