435% return on ad spend for fitness provider

Gym Plus is a leading fitness provider with state-of-the-art facilities, studios, and expert trainers. It caters to a diverse range of individuals, from committed athletes to people just getting started of all ages and abilities.

In this case study, Madcraft will explore how it overcame challenges and implemented solutions to grow this brand through a superior online experience.

Gym Plus mobile mock-up on multiple screen | Madcraft

ROAS

250%

with Google Ads

ROAS

435%

from Meta Ads

Membership sales

+49%

growth MoM

Website sessions

+60%

growth YoY

The challenge

The Gym Plus team approached Madcraft for a digital overhaul that involved establishing a strong website presence and growth across multiple digital channels. The challenge faced by this client was their inability to effectively connect with and engage their intended audience through their digital marketing efforts. Through strategic marketing initiatives, Madcraft expanded Gym Plus digital reach through paid social media, pay-per-click (PPC) advertising and email marketing.

How Madcraft helped

In the initial phases of the partnership, Madcraft’s primary objective was to establish a stronger connection with Gym Plus’ target audience and enhance brand engagement. The approach involved the development of a holistic strategy centred around personalisation, audience segmentation, and meticulous planning across all of Gym Plus’ digital channels.

The strategy unfolded with the implementation of a comprehensive multichannel Google Ads approach, encompassing Search, Display, Shopping, and PMAX campaigns. Drawing insights from competitive analysis and market research, Madcraft structured keyword clusters that aligned with the latest fitness search trends and seasonal variations. An ongoing process of A/B testing for creative assets, such as ad copy and visuals, was executed to fine-tune ad campaigns for maximum resonance with the target demographic. This iterative methodology enabled the identification of the most effective assets and the optimization of Gym Plus’ overall campaign performance.

A full-funnel strategy for Meta Ads was devised to boost website traffic and drive conversions. The initial “Fit For Ireland” campaign made a significant impact, introducing Gym Plus to the market and striking a chord with potential customers. Over a span of 6 months, the campaign achieved an impressive 337,829 video impressions, underscoring its effectiveness in reaching a broad audience.

Furthermore, a comprehensive email marketing strategy was undertaken in collaboration with individual Gym Plus clubs. Harnessing the power of automation, Madcraft orchestrated the delivery of targeted messages to subscribers at optimal times, resulting in increased engagement and conversion rates. The incorporation of segmentation techniques for personalized content delivery further contributed to enhanced customer loyalty. This multifaceted approach highlighted Madcraft’s commitment to delivering tailored solutions and driving impactful results for Gym Plus.

The Outcome

Within one year of implementing this strategy, Meta Ads achieved an outstanding 435% return on ad spend (ROAS), complemented by 250% ROAS on Google Ads. These impressive results played a pivotal role in driving substantial growth across Gym Plus’ digital platforms. The overall impact of these marketing endeavours was evident in the increased website traffic and heightened membership sales.

The partnership between Gym Plus and Madcraft has significantly expanded their digital presence and established them as a prominent player in the fitness industry. Through the deployment of a comprehensive digital marketing strategy, Madcraft played a pivotal role in enabling Gym Plus to tap into new customer segments, thereby expanding its customer base. This expansion, in turn, has been a key driver behind the remarkable growth and success of the company. The collaboration between the two entities has not only achieved financial success but has also solidified Gym Plus’ position as a premier fitness provider.

Display ads

We continuously ran A/B testing of creative assets, including ad copy, images & videos, to identify the ones that resonate most with our target audience.