Case Study - Functional Fitness Supply

Functional Fitness Supply are the go-to-guys when it comes to gym design, fitness equipment, the very best gym flooring systems and latest industry innovations. They continually push the boundaries to ensure that they bring design, functionality and durability to their customer’s gym floor.

THE CHALLENGE

Although they ran campaigns before, they struggled with low-quality or irrelevant leads falling into the funnel. This resulted in the performance campaign budget not being utilized optimally and low-lead volume.

The objective was:

to decrease the Cost per Lead (CPL) from AED 100 to AED 50
to deliver an average of 100 leads per month over the campaign period
to ensure scale in lead volume while maintaining the quality of lead-to-sale journey
to target a high purchasing power audience as the services are positioned at a premium
to align the campaign all through its course to meet the approved budget

THE SOLUTION

Here are some measures that we adopted:

Created a cohesive audience mapping strategy where we targeted individuals with an interest in fitness and luxury and living in HNI neighbourhoods.
Used Google Search Campaigns to target HNI locations on basis of high rent and high property value locations in the driving perimeter of the gym network.
Used Performance Max Campaigns to scale the outside SERP results.
Tested Performance Max Campaigns with multiple creative offerings to drive CTR/
Restructured their paid search campaigns so that they had a more targeted campaign structure for each type of audience.
Used localized campaigns to accelerate lead generation in selected neighborhoods with high-net-worth individuals.
Created better quality landing pages, and query-based ads to attract prospecting leads.
Ran A/B tests extensively and adjusting campaigns on an ongoing basis.
Created performance-driven creatives and ads to increase CTR.

THE IMPACT

We used geo-targeting to target consumers in the more affluent areas across Dubai and Abu Dhabi. Based on past data, pin-level targeting was implemented for locations where the majority of the clientele were present, along with locations with high disposable income.

Here is an overview of what we achieved:

Generated more than 2,568 quality leads during the campaign period, which were higher than the all-time campaign data historically.
Delivered an average of 377 leads per month. The monthly lead volume objective was to deliver an average of 250 leads.
Maintained the CPL as per KPI while amassing the record high number of quality leads.
Reduced the CPL to AED 35 from AED 100 over the campaign period.
Achieved 65% plus closure rate for leads to opportunities.