How we innovated a gym’s digital advertising strategy to generate an 3x ROI-positive strategy.
Here’s what you’ll see below:
Executive Summary of Results
A multi-location gym in California was a local leader in the market and was utilizing a 1-day trial to encourage new leads.
However, knowing there was more opportunity on the table, they partnered with CIPIO.ai and Super Bad Ads to approach their digital marketing strategy from two angles. Make better creative and implement better digital ad solutions.
After auditing their existing setup, Super Bad Ads realized that they would achieve better results by implementing a cookie consent management solution, creating a new event for online new members, and utilizing better audiences.
We achieved these results in 6 months:
- Reduced CPL by 25%
- Over 3x ROAS for Paid Social
- Connected sales data to marketing efforts
The Digital Ads Task
This California-based gym is a local leader, with 8 locations across the state.
They’ve been running ads for awhile, primarily seeing success generating leads through their 1-day trial membership strategy. This process was turned into revenue through the use of a sales team.
Utilizing a partnership with CIPIO.ai, we were tasked with running their social ads and turning them into top-performing winners.
Campaign Objective
- Increase ROAS from Paid Media
- Implement advanced tracking solutions
- Create effective messaging strategies that convert
“Working with Super Bad Ads has been an exceptional experience from start to finish. Their team has been instrumental in continuously refining and iterating our creative to find the best-performing ads. They provide transparent ROAS insights and have been a key partner in implementing advanced tracking capabilities, including cookie consent solutions and conversions on our custom online join process. Their hands-on approach and strategic expertise have truly helped elevate our marketing efforts, and we couldn’t be happier with the results!”
— Troy M., Director of Marketing at Fitness SF
The Digital Ads Solution
When we first started we noticed that while campaigns were not set-up in the worst way possible, there was lots of room for improvement.
After going through basic business admin like claiming the pages and accounts for Meta Business Manager, we set up new tracking for the ad accounts.
Then we partnered with CIPIO.ai to get UGC creators to make awesome content that was turned into ads that converted.
Once we had everything we needed, it was up to us to set up event tracking that optimized towards last-click actions on their website.
From then on it wasn’t too crazy really, it was consistent testing and optimizations that took our strategy forward and helped us identify our top-performing audiences.
We focused on 5 activities that we knew would have the most value:
- Improved Event Parameters: Using an industry standard, Google Tag Manager, we added unique event IDs as well as UTM parameters to their customer platform.
- Use of Top Performing Audiences: Previously focusing on broad and video view audiences, we added geo-based targeting and value-based lookalikes.
- Creative Strategy with CIPIO.ai: Using their tried-and-true creative approach, we combined performance insights with creative execution.
- Continued Testing: Each month, we started with a testing agenda. Then we optimized campaigns over the month to either incorporate or shift money back into performance.
- In-depth Analytics Setup: Ensuring that all work can be proven with sales data is critical to a proper paid ads strategy.
Reduced CPL by 25%
To $35 vs $47
Before ultimately moving the strategy towards online new members, we first successfully grew leads at a more efficient rate.
Over 3x ROAS for Paid Social
When we started they were not driving direct revenue through ads
Ultimately, we all want our ads to make money. When we set the infrastructure up, this immediately started paying dividends that we spread to Google Ads.
Connected sales
data to marketing efforts
Previously Hubspot data did not capture any marketing tracking
A previous issue with ads was that although in-platform was showing results, they didn’t see it in Hubspot. We worked with the website team to provide the data they needed to create a full story.
Case Study Campaign Recap
Timeframe
June 2024 –
December 2024
Business objective
Optimize media towards online member join
Generate 1-day trial membership leads
Create effective messaging strategies that convert
Measurement source
Hubspot
Meta Ads Manager
Google Ads Manager