Martial arts
Google Ads for MMA, BJJ and martial arts gyms in Ottawa
Beginners search differently from fighters, and beginners are the ones who sign up.
Martial arts advertising has an unusual job, because the people most likely to join are the ones who feel least ready. The searches that matter are not about fighting, they are about starting: BJJ for beginners, kids karate near me, boxing classes for adults, Muay Thai trial.
That makes the copy and the page as important as the keywords. Somebody who has never stepped into a gym wants to know what the first class is like, what to wear, whether they will be thrown in with competitors, and what it costs.
Where martial arts campaigns lose money
Ads written for fighters
Championship photos and highlight reels appeal to people who already train. Beginners want the first-class experience spelled out: small groups, coached fundamentals, no sparring on day one, anybody welcome.
One campaign for adults and children
A parent searching for kids karate is a different audience from an adult looking for boxing. Parenting searches convert on safety, schedule and discipline; adult searches convert on fitness, skill and the trial class.
Programmes blended into one report
Kids BJJ, adult boxing and women's self defence have different click prices and different retention. Blended together, you cannot tell which programme is worth advertising and which one is quietly costing money.
Nothing tracked after the trial booking
A trial is not a member. Counting the trial as the win tells you nothing about whether the classes that follow are persuading anyone, which is where a school's growth actually happens.
What your customers search for
What people type before their first class in Ottawa:
- BJJ near me
- kids karate Ottawa
- boxing classes for beginners
- Muay Thai gym Kanata
- women's self defence classes
- MMA gym Orleans
- judo classes for kids
- adult beginner martial arts
How we track the leads that come in
For a martial arts school, the lead is a trial booking and the conversion is a member. We track the trial to the search that produced it, from however it was booked: a form, a call, a text or your class scheduling system.
Each programme keeps its own numbers. When the front desk marks a trial as joined or not attended, that outcome goes back to the campaign, so the report can show cost per new member for kids karate and for adult boxing separately rather than averaging two very different businesses together.
- Trial bookings credited to the search that produced them.
- Class bookings from your scheduling system, by programme.
- Calls and texts logged as leads with their outcome.
- Cost per new member, per programme.
- The same loop shows which programme brings people in and which one keeps them, because those are often two different programmes. Adult boxing tends to bring the enquiries; the beginners' course is usually what turns them into members.
Keep reading
FAQ