How we drove membership leads at a low CPA for a fitness franchise
The client, an Australian-based fitness franchise, needed a growth strategy in a new market – a strategy whose KPIs were linked to brand awareness and membership signups. Our lead generation company has been able to help brands like this meet their route-to-market goals within their specified marketing budgets for years. Ever up for a challenge, the team at TMI provided their expertise to maximise the immediate opportunity for growth and help the client secure quality leads.
As a new player in the fitness industry, the client needed a partner that could help them secure their space in a crowded market. The top priority was to strengthen its brand image and acquire new customers. The client’s message was about how they are reinventing the wellness landscape. They wanted people to know that they are not your average fitness franchise but one that can completely change the way people work out.
With our lead generation strategy, our initial focus was Google Search. We started off with high-intent keywords, then matched the campaigns with relevant audiences. As the brand and its audience grew, we brought first-party data into the fold. We also leveraged a mixture of brand and generic keywords as well as a Dynamic Search Ad campaign to understand the most effective online strategies for the brand.
We then expanded to Discovery campaigns and a Display campaign through Display & Video 360 to build top-funnel audiences that we can feed into lower-funnel channels such as Search.
Working with a limited budget, we eventually tapped into Performance Max campaigns. The client provided us with eye-catching creative images, which usually perform well on visual channels like Performance Max and Display in terms of awareness and engagement. To drive leads, we optimised a single campaign for effective placement across different platforms.
During the first four months of the campaign when we ran standard Search and Discovery ads, we saw our CPA increase. We always aim to keep the cost per lead under $25. By month five, we decided to scale the campaign to maximise their acquisition efficiency. To do this, we launched the Performance Max campaign and very quickly saw the effects of this adjustment. Our CPA dropped by 12% compared to the previous month, exceeding the KPI by 18%.
Performance Max, Google Ads, and Display provided the client with a better understanding of a previously unknown audience who showed interest as well as giving them insight around intent and awareness of the brand.
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