Gyms & fitness
Google Ads for gyms and fitness studios in Ottawa
Fitness searches arrive in waves, and the campaign should move with them.
Fitness has seasons and it has moments. January brings the largest wave, September brings another, and in between come the individual moments when somebody finally decides to do something about it. Almost all of those moments involve a search.
Searches like gym near me, CrossFit Kanata, personal trainer Ottawa or spin classes downtown come from people choosing a place to try. The trial is what the campaign is really selling, and the membership follows from how the first visit goes.
Where gym campaigns lose money
Selling the membership before the trial
Nobody signs a year on the first click. The page should sell a trial class, a tour or a free week, because that is a small yes a stranger can give, and the membership is sold in person.
Spending the same amount every month
A flat budget across twelve months is too thin in January and too fat in July. We move spend toward the waves and the quieter periods separately, rather than pretending demand is constant.
Ads that describe the facility, not the experience
People are deciding whether they will feel out of place, whether the class times work, and whether the coach understands their goal. Square footage and equipment lists answer none of those questions.
No idea which programme filled
Trial sign-ups, class bookings, calls and forms should all be counted, and counted per programme. Blended, the report cannot tell you whether the 6am classes or the kids programme is producing members.
What your customers search for
What people type before they walk into a gym in Ottawa:
- gym near me
- CrossFit Kanata
- personal trainer Ottawa
- spin classes downtown
- beginner yoga near me
- gym membership deals Ottawa
- bootcamp Orleans
- women's fitness studio near me
How we track the leads that come in
A gym's real conversion is a member, and it happens in person after a trial. We track the trial booking to the search that produced it, whether it came through the website, the booking system or a phone call, and we keep programmes separate so the numbers mean something.
Your front desk then marks what happened next: attended, joined, or never came. Fed back to the campaign, that turns into cost per new member by programme, which is the figure that tells you where the next dollar of budget should go.
- Trial bookings credited to the search that produced them.
- Class bookings from your scheduling system, by programme.
- Calls and forms counted as their own lead types.
- Cost per new member, where the front desk records the sign-up.
- That loop is also how the next dollar of budget gets decided. If the early classes produce members and the late ones do not, money moves and the report shows why. Trial numbers on their own cannot tell you that, which is why the sign-up matters.
Keep reading
FAQ