XRS Gym · Gym membership and group fitness · Adelaide CBD, SA
XRS Gym is a group-fitness gym in the Adelaide CBD offering classes, strength and conditioning and gym membership, with an introductory offer for new members. A Google Ads campaign for the introductory offer, with ad groups by starting point: thinking about joining, beginners and returners. Ad groups for group fitness classes, strength and conditioning, weight loss and local CBD searches.
XRS Gym · Adelaide CBD, SA
The advertising covers fitness enquiries.
Campaign schedule · Adelaide local time
The results
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
Local fitness
Google Ads organised around gym search intent
Campaign delivery
How it was measured
A Google Ads campaign for the introductory offer, with ad groups by starting point: thinking about joining, beginners and returners. Ad groups for group fitness classes, strength and conditioning, weight loss and local CBD searches.
86%
Google Ads clicks from people on phones
Both runs of Google Ads
How it was measured
Clicks from mobile phones as a share of all Google Ads clicks across both runs. Rounded down.
About half
Recorded search clicks that named another gym or studio
Both runs of Google Ads
How it was measured
Clicks from searches that named another gym, studio or fitness chain, as a share of clicks where Google Ads recorded the search. Searches for XRS Gym itself are counted with the rest.
Click figures cover two advertising runs of about six and two weeks. Ad-group shares describe the matched campaign theme; reported search themes cover only the searches Google disclosed. These figures describe ad response, not memberships or sales.
In one minute
XRS Gym, from the brief to the result in 5 short slides.
Insights
Details from the XRS Gym project. Open a card for the finding and its source.
86%
More than eight in ten clicks came from a phone. Someone deciding on a gym near work or home is often searching on the way there, so the landing page, the introductory offer and the call button have to work first on a small screen.
Source and basis. Google Ads clicks by device across both runs. Rounded down.
44%
The ad group built for gym searches in and around the CBD drew the most clicks, ahead of the group-fitness and thinking-about-joining groups at about a fifth each. More than half of the recorded searches behind the local group's clicks named another gym or studio, many in outer suburbs. Ad-group names show where clicks were matched, not what people typed, so the next run needs tighter local keywords.
Source and basis. Clicks by ad group as a share of all clicks on the main campaign. Each share is rounded down. The searches behind the local group's clicks come from the clicks where Google Ads recorded the search.
About half
People compare gyms by name, and many of those searches named gyms well away from the CBD. Those clicks are less likely to join a city gym, so they are the first place to tighten the targeting before the next run.
Source and basis. Clicks from searches that named another gym, studio or fitness chain, as a share of clicks where Google Ads recorded the search, across both runs. Google does not record every search, so this covers about half of all clicks.
The brief, the work and what it delivered.
The starting point
XRS Gym is a group-fitness gym in the Adelaide CBD offering classes, strength and conditioning and gym membership, with an introductory offer for new members.
Gym membership and group fitness · Adelaide CBD, SA
What we put in place
What the project delivered
A Google Ads campaign for the introductory offer, with ad groups by starting point: thinking about joining, beginners and returners. Ad groups for group fitness classes, strength and conditioning, weight loss and local CBD searches.
White paper · PDF
Marketing for home services in Australia
58 pages · 2.3 MB
Download this PDFRead it on the pageXRS Gym is a group-fitness gym in the Adelaide CBD offering classes, strength and conditioning and gym membership, with an introductory offer for new members. A Google Ads campaign for the introductory offer, with ad groups by starting point: thinking about joining, beginners and returners. Ad groups for group fitness classes, strength and conditioning, weight loss and local CBD searches.
XRS Gym is a group-fitness gym in the Adelaide CBD. It offers group fitness classes, strength and conditioning and gym membership, with an introductory offer for new members. People looking at the gym come with different starting points: some are new to training, some are coming back after a break, and some want strength work or a class to keep them on track.
A beginner, someone returning after a break and someone looking for strength training ask different questions about the same gym. The goal was to meet each of them with a message about their starting point, keep the ads close to the CBD, and lead with the introductory offer.
The main campaign has ad groups for people thinking about joining a gym, beginners, people returning after a break, group fitness classes, strength and conditioning, weight loss, and local searches for a gym in or near the CBD. A first, shorter campaign sent people straight to the introductory offer page.
The ads ran in two short runs: about six weeks, a break, then about two weeks. Across both, 86% of clicks came from people on phones. In the main campaign, the ad group for local CBD gym searches drew 44% of clicks, with the group-fitness and thinking-about-joining ad groups at about a fifth each. About half of the clicks where Google recorded the search came from searches naming another gym or studio.
The local CBD ad group drew the most clicks by a distance, but more than half of the recorded searches behind those clicks named another gym or studio. An ad group shows where a click was matched, not what the person typed. The next run needs tighter local keywords and a longer list of excluded gym names.
About half of the clicks where Google recorded the search came from searches naming another gym or studio, many of them in suburbs well away from the CBD. Those clicks are less likely to join a city gym. The next run should leave far-off gym names out and keep the budget on CBD searches and the introductory offer.
With 86% of clicks on phones, the offer page and the call button have to work on a small screen.
All figures come from Google Ads: clicks by device, clicks by ad group, and the searches Google recorded behind the clicks. The ad-group shares cover the main campaign. To give your own services a clearer place in search, explore our Google Ads management.
Tags
That is one account. Yours is a different one.
We read your ads, your search presence and your tracking the same way this one was read, and tell you what we would change first.
We define the outcomes to track, test the enquiry paths and use what we learn to guide campaign improvements. SoudCoh Compound explains how that work is organised.
The number it moves: True cost per lead
We agree which calls, forms, bookings or sales count as a result, and a real test enquiry goes through every tracking path before the campaign goes live.
The number it moves: Waste blocked before the first click
Every change on an account like this one is written to that client's change history, and what it teaches, never the client's numbers, goes into the next account's starting point.
Start with your goals and current setup. We review the opportunity, agree the work and plan the next stage with you.
We discuss your services, customers, website and goals, then identify the most useful next step.
We review your website and advertising, then set out the opportunities, priorities and recommended scope.
Everything the account needs before it can spend a dollar: what it will bid on, what it must never pay for, the ad copy, the assets, the landing pages and the tracking. It waits in our approval queue, and a real test enquiry goes through every tracking path before anything is live.
Campaigns are created paused, every time, so you can read the whole build first. You activate when you are ready, not when we are.
We review search terms, exclude irrelevant searches and refine keywords and ads using the early campaign data.
Regular optimisation and reporting, with reviews of lead quality, customer value and where to focus the next stage of work.
Before you ask us anything
Here is what everybody asks first.
How the results were measured and how the approach could apply to your business.
The first call is free and there is no deck.
Book a callWe built and ran a Google Ads campaign for the gym's introductory offer, with ad groups for people thinking about joining, beginners, returners, group fitness, strength and conditioning, weight loss and local CBD searches.
About half of the clicks where Google recorded the search came from searches naming another gym or studio, many in outer suburbs. The rest were general searches for a gym, a class or XRS Gym itself. By ad group, the local CBD group drew the most clicks, at 44% of the main campaign, though more than half of its recorded searches also named other gyms.
Keep the CBD searches and the introductory offer at the centre, and leave out searches naming gyms in far-off suburbs. With 86% of clicks on phones, the offer page has to work on a small screen first.
A Google Ads campaign for the introductory offer, with ad groups by starting point: thinking about joining, beginners and returners. Ad groups for group fitness classes, strength and conditioning, weight loss and local CBD searches. A review of clicks by device, ad group and the searches behind them, to set up the next run.
Campaign results describe the enquiries or job outcomes reported for the client. Each figure identifies what it measures.
Result basis: Campaign delivery. The labels distinguish advertising conversions, call/form enquiries and won-job revenue. Enquiry events can include repeat calls; booked jobs are reported separately.
We assess your service area, competition, margins and customer value, then build a plan around the opportunities in your business. The first call establishes the priorities, budget and tracking for that work.
We start with your goals, service area, competition and customer value. From there, we recommend the channels, website improvements and tracking that fit your next stage of growth.
Thirty minutes on your numbers, and a written list of what we would change first. Yours to keep either way.
A real conversation and a written list of opportunities.