Gym niche scaling story with a twist offer!

💥 From 5 leads/day at 100+ CPL a day to 13 calls scheduled/day at $39/call! The following case study shows how we successfully scaled the ad budget from $100/day to $500/day, while maintaining a positive ROI. 💥

✍️ Here we’ve added some valuable real-time data, as well as the best-performing strategies we utilized. If you want to learn more about the most effective practices that we implemented as part of our strategy, keep reading.

The 4 main takeaways from this even if you don’t read the rest:

  1. Have a UNIQUE offer
  2. Nurturing after the lead is acquired is crucial for them to show up and be a qualified lead (we had a text message chat bot do the dirty work for us and texting the customer until they showed up to the door)
  3. Change your creatives often, keep rotating and testing new creatives
  4. Campaign structure is very important

👉 Niche:
       Gym

👉 Selling Medium:
       Click Funnel

👉 Target Location:

      25 mil radius around facility

👉 Marketing Channels:

      Facebook

👉 Customer criteria:

       Has to show up in person at the facility

👉 Budget:

       $100/day

Problem:

❌ CPL was above KPI (i.e $100)

❌ Ineffective Retargeting campaigns
❌ Unprofitable prospecting campaign
❌ Leads were not showing up (disqualified leads)

Target:

🎯 CPL was above KPI (i.e $100)

🎯 Ineffective Retargeting campaigns
🎯 Unprofitable prospecting campaign
🎯 Leads were not showing up (disqualified leads)

📈 In the beginning, increasing lead volume was not the only challenge at hand – additionally, we needed to dramatically bring down their CPL. Our team visualized the customer journey from the initial prospecting level to the conversion state, then built a strong sales funnel to reduce acquisition costs.

🛠️ How We Built a Sales Funnel that Converts 🛠️

Conversion Rate
Optimization

Conversion Rate
Optimization

Conversion Rate
Optimization

👉 Conversion Rate Optimization:

At Out Origin, our primary goal when building a sales funnel that converts, is to focus on the customer experience and journey, Many online businesses make the mistake of not prioritizing this crucial step.
• We added a simple, yet, enticing headline, a brief and clear description of the offer that implies scarcity, a brand model image, and a clock that is running out of time in order to create a sense of urgency. As a result, we were able to achieve a high conversion rate.

• We started the campaign with the offer “FREE 6 Weeks Of Pole Dancing With A 6 Week Fitness Challenge”. We created a fully customized landing page in order to increase the chances of visitors converting. (THE OFFER IS CRUCIAL – instead of focusing on a gym membership, the offer is totally unique)

• We included high-quality creative that grabbed the attention of the visitor.

👉 TOF Campaign (Competent Prospecting)

✍️ We personalized each ad content to match the buyer persona. It helped us determine the correct audience to bid on. Facebook ads need in-depth target audience research based on interests, demographics, or behavior. After testing which audience segment best performed for our client, we went with the following:

Demographics:

1- Location: + 25 mi

2- Gender: Women
3- Age: 18 to 45

Target:

1- Cost Per Lead (CPL): $40

2- Leveraging Data Sets
3- Budget Scaling

Budget Optimization Strategy:

We started with prospecting campaigns on CBO – here we tested various interests separately. Except for the retargeting campaign, we employed CBO for this project. You must “set everything in order” in your framework before dealing with CBO. As we did before: interest campaigns separately, a broad audience separately, and LAL separately.

If you don’t employ CBO separately, it’s unlikely to affect performance; yet, if you do, you won’t be able to objectively test anything, and the result will almost certainly be subpar.

Budget Optimization Strategy:

To perform audience testing, we started with a budget of $100 a day.

Budget Optimization Strategy:

As we were looking for people to join pole dancing classes, we tested multiple audiences based on interest. We tested the following Interests in the Prospecting campaign

Note: When testing the audience, it’s best to keep all other variables constant to get a true picture of your audience’s performance.

YogaDance
Aerobics
Aerobatics
Fitness Girl
Pole Dance
Physical Fitness
Dance Academy
Physical Exercise
Health and Wellness

Also tested:

Broad
LLA 4% to 5% Engagers

The winning audiences are: The winning audiences are:

⭐ YogaDance
⭐ Aerobatics
⭐ Physical Fitness
⭐ Physical Exercise
⭐ LLA 4% to 5% Engagers

👉 TOF Campaign (Competent Prospecting)

Through normal conversion campaigns, we found our winning audiences. So, for the Black Friday campaign, we chose to target the same audience from our normal conversion campaigns. Additionally, we made a separate campaign retargeting those who landed on our website, but did not complete the lead form. For retargeting audiences, we added some additional benefits. We offered them a chunk of Black Friday special offers that we weren’t providing to our prospecting audiences.
The audience we used was super retargeting. That includes:

⭐ Website visitors – 60 Days
⭐ Facebook page audience that have either engaged with our ad and post, or visited us, or send us a message
⭐ Instagram profile audience that have either engaged with our ad and post, or visited us, or send us a message
⭐ Video Views – 180 Days

🔥 This structure pulled the CPA 40% down 🔥

The results were amazing and we saw a decrease in CPL by 40%, as compared to our normal conversion campaigns.

🛠️ Ad Copies and Creatives Used in Retargeting Ads 🛠️

We made the new ad copies and creatives based on our previous learnings (i.e. used the same angle, structure, verbiage, etc).

⚡ It’s time to scale up! ⚡

After running the ads consecutively for a week we found a profitable audience to invest more money into. We found winning audiences from a prospecting campaign and moved those into a scaling campaign. We set aside 30% of the budget for testing and 70% for scalability on this project. We started a scaling campaign with a $300 budget, however, this resulted in a high CPL. To fix this, we de-scaled the campaign to lower down lead cost and apply the 20% Scale formula. That worked really well!
Tip: Always use scaling in ads to expand your target audience or reuse a successful campaign to target a similar audience.

👉 TOF Campaign (Competent Prospecting)

It is critical to be unique. “Creatives” empowered our ads. With a combination of a clear conversational headline, a CTA of “Book Now”, and effective use of creatives, this captured the attention of our audience.
Tip: Build creatives that align with your campaign objective.

👉 Ad copies:

Budget Optimization Strategy:

We tested different ad copies but kept the same structure:
Hook to grab users attention. An offer that they can’t refuse. Include what’s in the offer. A reason to join the session. Advantages of joining as soon as possible.
For testimonial videos, we started with customer reviews.

We tested campaigns with newly built creatives based on semantic content analysis. We tested up to 5 ads with different copies and videos with products in 1 ad group. For TOF(VC) and BOF, we used DPA. Based on the last 14 days’ stats/data, we paused the non-performing creatives.

👉 How did we track accurately even after IOS update?

We used Facebook pixels and Hyros to measure the total value of a customer-generated by our advertising.

Results we achieved:

Reduced CPL Competent scalability Retargeting structure that is correct Making use of recycled customer journeys Nice creatives and proper testing methods More Quality leads that convert into customers. Getting the most out of retargeting and focusing on it Separate communication at each level of the campaign. With CBO, you can create a proper prospecting framework. Hyper segmentation is a technique for separating people into groups.
We hope you were able to learn something for this case study! If you have any questions, please do not hesitate to reach out.

Real-time

Screenshots

About
  • Out Origin has been successfully delivering IT and digital marketing services to various world-known organizations. We offer highly advanced and innovative methods with customized IT solutions that can help your business to grow and expand within no time.

Read More

Services
Useful Links
Contact Details

©2024 Out Origin All Rights Reserved.

OUR SEO PROCESS

We work hard to stay ahead of the curve using honest practices that provide websites with traffic, resulting in conversions and strong ROI.
Get A Free 30-minute Strategy Session
Advanced SEO and External Linking
Search engine optimization is a process that all websites must undergo in order to be successful. The SEO specialist at Out Origin will make sure you're well taken care of from start to finish during your campaign and beyond! Our company is a proven leader in SEO services. We know how to get the job done, and we'll guide you every step of your way so that YOU can be successful too!
Keyword Analysis
During the first stage of our process, Out Origin's SEO experts will analyze your keywords and those targeted by competitors. They'll use specific search optimization tools to generate even more potential segments so that you can choose from a list for optimal performance!
Keyword Assignment
Now that we’ve completed your keyword analysis, we now have the information needed to make the right decisions. Out Origin's SEO specialist will assign keywords and optimize your pages for those terms so they rank quickly on search engines like Google.
On-Site SEO Code Optimization
We make sure your site is optimized for search engines by first fixing any broken code or technical errors which will allow us to ensure there are no problems with the website. We also optimize page titles, meta descriptions and keywords so that the Google search engine recognizes you as a trusted website - ranking you higher on the results page!
On-Site Content SEO
On- site optimization is a crucial step in our process. We will take the keywords listed in your keyword assignment for that page and work them into the copy to make sure you rank well on search engines. We want to ensure that we are making on-page topics high-quality again because they may have been previously deemphasized or even demoted by previous updates - our formula works!
On-Site Internal Link Optimization
Out Origin experts have worked with sites that are reaching hundreds of millions, if not billions in traffic. Our team can ensure your internal linking structure is architecturally correct and optimize any page for keyword density so it ranks well on search engines like Google or Bing. We also specialized in optimizing anchor text to target specific keywords without overdoing it - this is what makes us the best SEO companies out there!
Previous
Next
We work hard to stay ahead of the curve using honest practices that provide websites with traffic, resulting in conversions and strong ROI.
Get A Free 30-minute Strategy Session

OUR SEO PROCESS

We work hard to stay ahead of the curve using honest practices that provide websites with traffic, resulting in conversions and strong ROI.
Get A Free 30-minute Strategy Session
On-Site Internal Link Optimization
Out Origin experts have worked with sites that are reaching hundreds of millions, if not billions in traffic. Our team can ensure your internal linking structure is architecturally correct and optimize any page for keyword density so it ranks well on search engines like Google or Bing. We also specialized in optimizing anchor text to target specific keywords without overdoing it - this is what makes us the best SEO companies out there!
Advanced SEO and External Linking
Search engine optimization is a process that all websites must undergo in order to be successful. The SEO specialist at Out Origin will make sure you're well taken care of from start to finish during your campaign and beyond! Our company is a proven leader in SEO services. We know how to get the job done, and we'll guide you every step of your way so that YOU can be successful too!
Keyword Analysis
During the first stage of our process, Out Origin's SEO experts will analyze your keywords and those targeted by competitors. They'll use specific search optimization tools to generate even more potential segments so that you can choose from a list for optimal performance!
Keyword Assignment
Now that we’ve completed your keyword analysis, we now have the information needed to make the right decisions. Out Origin's SEO specialist will assign keywords and optimize your pages for those terms so they rank quickly on search engines like Google.
On-Site SEO Code Optimization
We make sure your site is optimized for search engines by first fixing any broken code or technical errors which will allow us to ensure there are no problems with the website. We also optimize page titles, meta descriptions and keywords so that the Google search engine recognizes you as a trusted website - ranking you higher on the results page!
On-Site Content SEO
On- site optimization is a crucial step in our process. We will take the keywords listed in your keyword assignment for that page and work them into the copy to make sure you rank well on search engines. We want to ensure that we are making on-page topics high-quality again because they may have been previously deemphasized or even demoted by previous updates - our formula works!
Previous
Next
We work hard to stay ahead of the curve using honest practices that provide websites with traffic, resulting in conversions and strong ROI.
Get A Free 30-minute Strategy Session

OUR SEO PROCESS

We work hard to stay ahead of the curve using honest practices that provide websites with traffic, resulting in conversions and strong ROI.
Get A Free 30-minute Strategy Session
On-Site Content SEO
On- site optimization is a crucial step in our process. We will take the keywords listed in your keyword assignment for that page and work them into the copy to make sure you rank well on search engines. We want to ensure that we are making on-page topics high-quality again because they may have been previously deemphasized or even demoted by previous updates - our formula works!
On-Site Internal Link Optimization
Out Origin experts have worked with sites that are reaching hundreds of millions, if not billions in traffic. Our team can ensure your internal linking structure is architecturally correct and optimize any page for keyword density so it ranks well on search engines like Google or Bing. We also specialized in optimizing anchor text to target specific keywords without overdoing it - this is what makes us the best SEO companies out there!
Advanced SEO and External Linking
Search engine optimization is a process that all websites must undergo in order to be successful. The SEO specialist at Out Origin will make sure you're well taken care of from start to finish during your campaign and beyond! Our company is a proven leader in SEO services. We know how to get the job done, and we'll guide you every step of your way so that YOU can be successful too!
Keyword Analysis
During the first stage of our process, Out Origin's SEO experts will analyze your keywords and those targeted by competitors. They'll use specific search optimization tools to generate even more potential segments so that you can choose from a list for optimal performance!
Keyword Assignment
Now that we’ve completed your keyword analysis, we now have the information needed to make the right decisions. Out Origin's SEO specialist will assign keywords and optimize your pages for those terms so they rank quickly on search engines like Google.
On-Site SEO Code Optimization
We make sure your site is optimized for search engines by first fixing any broken code or technical errors which will allow us to ensure there are no problems with the website. We also optimize page titles, meta descriptions and keywords so that the Google search engine recognizes you as a trusted website - ranking you higher on the results page!
Previous
Next
We work hard to stay ahead of the curve using honest practices that provide websites with traffic, resulting in conversions and strong ROI.
Get A Free 30-minute Strategy Session

OUR SEO PROCESS

We work hard to stay ahead of the curve using honest practices that provide websites with traffic, resulting in conversions and strong ROI.
Get A Free 30-minute Strategy Session
On-Site SEO Code Optimization
We make sure your site is optimized for search engines by first fixing any broken code or technical errors which will allow us to ensure there are no problems with the website. We also optimize page titles, meta descriptions and keywords so that the Google search engine recognizes you as a trusted website - ranking you higher on the results page!
On-Site Content SEO
On- site optimization is a crucial step in our process. We will take the keywords listed in your keyword assignment for that page and work them into the copy to make sure you rank well on search engines. We want to ensure that we are making on-page topics high-quality again because they may have been previously deemphasized or even demoted by previous updates - our formula works!
On-Site Internal Link Optimization
Out Origin experts have worked with sites that are reaching hundreds of millions, if not billions in traffic. Our team can ensure your internal linking structure is architecturally correct and optimize any page for keyword density so it ranks well on search engines like Google or Bing. We also specialized in optimizing anchor text to target specific keywords without overdoing it - this is what makes us the best SEO companies out there!
Advanced SEO and External Linking
Search engine optimization is a process that all websites must undergo in order to be successful. The SEO specialist at Out Origin will make sure you're well taken care of from start to finish during your campaign and beyond! Our company is a proven leader in SEO services. We know how to get the job done, and we'll guide you every step of your way so that YOU can be successful too!
Keyword Analysis
During the first stage of our process, Out Origin's SEO experts will analyze your keywords and those targeted by competitors. They'll use specific search optimization tools to generate even more potential segments so that you can choose from a list for optimal performance!
Keyword Assignment
Now that we’ve completed your keyword analysis, we now have the information needed to make the right decisions. Out Origin's SEO specialist will assign keywords and optimize your pages for those terms so they rank quickly on search engines like Google.
Previous
Next
We work hard to stay ahead of the curve using honest practices that provide websites with traffic, resulting in conversions and strong ROI.
Get A Free 30-minute Strategy Session

OUR SEO PROCESS

We work hard to stay ahead of the curve using honest practices that provide websites with traffic, resulting in conversions and strong ROI.
Get A Free 30-minute Strategy Session
Keyword Assignment
Now that we’ve completed your keyword analysis, we now have the information needed to make the right decisions. Out Origin's SEO specialist will assign keywords and optimize your pages for those terms so they rank quickly on search engines like Google.
On-Site SEO Code Optimization
We make sure your site is optimized for search engines by first fixing any broken code or technical errors which will allow us to ensure there are no problems with the website. We also optimize page titles, meta descriptions and keywords so that the Google search engine recognizes you as a trusted website - ranking you higher on the results page!
On-Site Content SEO
On- site optimization is a crucial step in our process. We will take the keywords listed in your keyword assignment for that page and work them into the copy to make sure you rank well on search engines. We want to ensure that we are making on-page topics high-quality again because they may have been previously deemphasized or even demoted by previous updates - our formula works!
On-Site Internal Link Optimization
Out Origin experts have worked with sites that are reaching hundreds of millions, if not billions in traffic. Our team can ensure your internal linking structure is architecturally correct and optimize any page for keyword density so it ranks well on search engines like Google or Bing. We also specialized in optimizing anchor text to target specific keywords without overdoing it - this is what makes us the best SEO companies out there!
Advanced SEO and External Linking
Search engine optimization is a process that all websites must undergo in order to be successful. The SEO specialist at Out Origin will make sure you're well taken care of from start to finish during your campaign and beyond! Our company is a proven leader in SEO services. We know how to get the job done, and we'll guide you every step of your way so that YOU can be successful too!
Keyword Analysis
During the first stage of our process, Out Origin's SEO experts will analyze your keywords and those targeted by competitors. They'll use specific search optimization tools to generate even more potential segments so that you can choose from a list for optimal performance!
Previous
Next
We work hard to stay ahead of the curve using honest practices that provide websites with traffic, resulting in conversions and strong ROI.
Get A Free 30-minute Strategy Session