WSI Case Study
Local gym | Target women primarily aged 35 and over
Our client only wanted to target users based in the Exeter, UK area.
The Challenge:
The client spent a large amount of money in Meta Ads and received a large number of leads,
but only converted 2% of those leads.
Client spent over £15 000 in 12 months and converted less than 10 leads into clients.
The client normally has a 90% conversion rate when someone has a free trial.
The client doesn’t understand what has been done and whether the results are good or not.
As of 1st April 2024 WSI has been working with the client for 28 days.
The Solution:
Solution Offered by WSI
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WSI advised to create a separate landing page, then run Google Ads to this, and run Meta
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Ads to the same page. While using UTM created URL’s.
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WSI will then report on all data monthly, have monthly meetings with the client to help explain what has been happening and what the results are.
The Results:
In the below graphs the following applies. WSI is using Google Pmax ads to reduce the cost per click. These show up on GA4 as “cross-network” traffic. Paid Search are other Google Ads that were run initially to bring traffic quickly to the landing page, so that the Pmax ads would start working more quickly. Organic Social traffic to the website has come from the Meta Ads and not organic traffic. The landing page and the client’s current social media postings have no link to the landing page.
The left shows good volumes of traffic, but shows a consistent spike in searches, and corresponding clicks on Google Ads every Monday.
The left shows consistent growth as the ads are further tweaked, and more traffic is thus generated.
The left also shows, on the right, that the client has received 6 completed sign-ups (Thank You – fit20 is the thank you page only seen once a sign-up has occurred.).
The left confirms the 6 sign ups as WSI also tracked these as specific events to maximise the conversion spend on the Google Ads.
The left shows exactly how much traffic has come from which source.
- Google CPC (1), referral (6) and referral (10) are all Google Pmax ads.
- Facebook (2,4) is all Meta Ads and
- Facebook 5 is organic social traffic.
The left then shows the actual sign ups by which source. We can see Google Ads so far gave the client only 1 sign up. We anticipate this will take 2 more months before leading to much higher numbers.
Meta Ads have given 5 sign ups. There were also 4 sign ups from people going directly to the landing page, but these would have come initially from either Meta or Google Ads as the landing page is not being indexed by Google, which means nobody outside of an advert can see the landing page unless they go to it via an advert.
This was done so that WSI can track very carefully the conversion results.
To the left: This was the 1st advert to test and ran for 10 days.
The left shows the 2nd Test advert, which won the test, as per below. This ran for the whole month. This spent over £171 and had 3 conversions.
WSI also ran a pure lead form advert – This spent £186 and had 2 conversions.
What does this actually mean for the business?
The client budgeted more for the first 3 months and spent:
- £371.48 on Meta Ads
- £316 on Google Ads
- £500 on WSI in total
- £1 187.48 in Total
6 converted clients = £114 p/month (most popular membership chosen) * 24 sessions on average (4 per month) = £684 * 6 new clients = £4 104
Note: The above is taken from a minimum commitment on application of 6 months. The client has advised that most of their clients stay for between 60 – 72 sessions (15-18 months.)
The client has advised that normally around 80-90% of sign ups actually go through with gym sessions. So although this may take the ACTUAL conversion down to 5 people, if the average person then stays for 15 months, then this ROI would still be approx £8 550, with an ROI of 700%
ROI in 1st Month = 345%
I would recommend WSI’s service to anyone in a heartbeat. They understand our needs and budget, while also doing a great job. We’ve been a customer for 3 years and not once have they dropped the ball. They always go above and beyond with Mel and the team being very knowledgeable in all things web-related. They are a partner you would want in your corner in the new Digital Age.
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